Menaga Sarvanan, Nur Hidayah Binti Safian, Mohamad Lutfi Bin Mohd Yusoff, Eswaraj Surasubramaniam, Nur Nadiah Mahbob, Kumaran Kanapathipillai


Today, the rapid development of technology has caused both positive and negative effects and environmental changes. While enjoying the convenience provided by technology, people should have the right mindset in keeping and protecting their environment healthy. Therefore, this study aims to examine the factors that impact the green product purchase behaviour of Malaysian shoppers in Klang Valley, Malaysia. Five independent variables were used in this research project to identify the factors that influence working consumers’ purchasing behaviour toward green products: social influences, environmental attitudes, environmental concern, and perceived effectiveness of environmental problems and perceived effectiveness of environmental behaviour. Six hundred consumers are the solely targeted respondents in this study. It is found that there are no significant differences for the gender and race variables, whereas the monthly income variable found a significant difference. In addition, the study findings also discovered a significant relationship between the factors influencing consumers’ purchasing behaviour towards green products. Consequently, these research findings have provided insights and feedback to businesses facing many challenges in convincing consumers to purchase green products. By gathering this information, marketers can understand the route that shifts the environmental factors to green purchase behaviour. They also would be able to formulate their various strategies to effectively attract more consumers to purchase green products.


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DOI: http://dx.doi.org/10.46827/ejmms.v8i1.1392


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