THE FACTORS THAT INFLUENCE GREEN PURCHASE BEHAVIOR OF MALAYSIAN WORKING PROFESSIONALS
Abstract
Nowadays, rapid growth and development of technology has led to different changes and effects on the environment. Malaysia is among the country which is escalating the convenience technology of what it has provided, individuals should have the proper mindset in protecting and keeping their environment safe. Hence, the determination of conducting this study is to research
variables that effect green purchase behavior of Malaysian working consumers. Five independent factors were utilized in this study to find the variables which influence behavior of Malaysian working professionals towards green purchasing products. The variables are environmental concern, environmental attitude, government initiative, and social influence.
150 to 200 working professionals are the target respondents for this research who are 18 years and above and are currently working. It is found that there are no significant differences and positive relationship between income level and government initiative factor with green purchase behavior of Malaysian working professionals whereas other independent variables were found to have a positive relationship on it.
Therefore, these study findings provided some feedback and insight to marketers, manufactures and businesses that are facing various issues in convincing working professionals to buy ecofriendly goods. By collecting all this information, these people especially marketers can understand the routine that changes the environmental influences to green buying behavior. Also,
they will be capable to formulate different effectively strategies to attract more working professionals to buy green goods.