Fostering a Clean and Sustainable Environment through Green Product Purchasing Behavior: Insights from Malaysian Consumers’ Perspective

Nabil Hasan Al-Kumaim,Sanil S Hishan,Fathey Mohammed,Hussein Mohammed Abu Al-Rejal,Salman Alfarisi,Samer Al-Shami,Siti Hasnah Hassan,Nadhmi A Gazem,Muhammad Salman Shabbir,Abdulsalam K Alhazmi

doi:10.3390/su132212585

Abstract

Rapid economic developments have led to the excessive consumption of environmental resources. Consumption patterns play a crucial role in deteriorating environmental conditions and influencing consumers to seek sustainability features while purchasing different products. The purpose of this paper was to analyze the sustainability factors that have prompted consumers in Malaysia to buy green products. The primary elements of this research focused on environmental concern, green product awareness, government support, perceived ecological value, community green practice, purchase intention, and green product purchase behavior. Additionally, to explain the relationship between the independent and dependent variables, this research employed the theory of planned behavior as a theoretical framework. A total of 300 questionnaires were collected and examined using smart PLS-SEM. The findings of the research suggest that all factors, including environmental concern, green product awareness, government support, perceived ecological value, community green practice, and purchase intention, influence consumers in Malaysia to purchase green products. Finally, this research discusses the contribution, limitations, and suggestions for future studies related to purchasing behavior towards green products.

Highlights

Over the last decade, consumer demand for products and services has risen dramatically, contributing to natural resource depletion and substantial environmental damage.Global warming, increased pollution, and a loss of flora and wildlife are just a few of the devastating effects of environmental destruction [1]
Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS v. 3.2.8 [55] as a statistical tool. Such a method is well suited to this work since it allows for smaller sample sizes without depending on normalcy assumptions, which is necessary because survey research is not normally distributed [56]
The study established a positive relationship shared by environmental concern, green product awareness, government support, perceived ecological value, community green practice, green product purchase intentions, and purchase intention towards green product purchase behavior

Summary

Introduction

Consumer demand for products and services has risen dramatically, contributing to natural resource depletion and substantial environmental damage.Global warming, increased pollution, and a loss of flora and wildlife are just a few of the devastating effects of environmental destruction [1]. Consumer demand for products and services has risen dramatically, contributing to natural resource depletion and substantial environmental damage. Recent research has found that resource depletion and environmental damage negatively affect the three 4.0/). Sustainability 2021, 13, 12585 expected sustainability outputs, namely, a firm’s productivity, consumer happiness, and community environmental sustainability [2]. Companies have introduced environmentally friendly products and services to mitigate the damage caused to the ecosystem. Firms should take greater responsibility to design greener products [3]. In line with such an approach, purchasing environmentally friendly products with wise consumption actions will help preserve a clean and healthy atmosphere; otherwise, the chance for a sustainable ecosystem will be lowered [4]

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Discussion

Conclusion