Abstract
The movement of going green is getting more popular since consumers are increasingly aware about environmental issues and are starting to alter their purchasing behavior to a more environmentally friendly way. Thus, the objective of this study is to investigate Malaysian consumers’ perceptions and intentions towards going green. Descriptive statistics, independent t-test analysis and a binary logistic model were used to analyze the data. The results show that socio-demographic variables such as education levels and age have a significant effect on consumers’ perceptions as well as their attitude towards going green and becoming environmentally friendly. The results also show that subjective norms (environmentalists and the green society) are important determinants of consumers’ intention to go green.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
