INFLUENCING FACTORS OF CONSUMERS' GREEN PURCHASE BEHAVIOUR IN PENANG
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Date
2011
Authors
CH'NG, JIA CAl
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Abstract
The worsenmg situation of the environment has become a public concern in
developed and developing nations alike. Governments and non-profit organizations have
taken serious efforts to raise public awareness and preserve the environment. With
heightened consciousness of the problem facing the earth, well-informed consumers are
now playing a more proactive role in environment protection. One of the manifestations
of this is thru green purchasing activities.
This aim of this paper is thus to explore the various influencing factors, (i.e.
consumer values, environmental concern, perceived environmental knowledge, perceived
consumer effectiveness, and perceived barriers) on attitude towards green purchase and
the actual green purchase behaviour.
A survey was carried out in major shopping malls in Penang, Malaysia. A total of
389 questionnaires were collected for further analysis. The results showed that a positive
significant relationship exists between environmental knowledge and green purchase
behavior. Other independent variables however, did not contribute significantly in
predicting green purchasing behavior. Besides, attitude towards green purchase had a
mediating effect between environmental knowledge and green purchasing behavior.
Suggestions for marketers and policymakers are made based on these findings. Limitation
and directions for future research are also presented.
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Keywords
INFLUENCING FACTORS , PURCHASE BEHAVIOUR