Integrating Environmental Involvement and Media Exposure on the Theory of Planned Behavior in Explaining Green Purchase Behavior

Abstract

Green purchase behavior has become a main agenda in most countries, especially after the introduction of the Sustainable Development Goals. Green purchase behavior is considered an act of protecting the environment for a better living. Green purchase behavior goes beyond self-benefits, it’s a commitment to the benefits of others and the environment. Hence, understanding what influences consumer green purchase behavior is considered of utmost importance and relevant in today’s sustainable development. This study aims to integrate environmental involvement and media exposure of environmental messages into the theory of planned behavior. The quantitative study among 346 young respondents from one of the top business schools in Malaysia revealed that attitude toward green products, subjective norms, perceived behavioral control, environmental involvement, and media exposure has a significant positive relationship with green purchase behavior. The findings contribute to extending the literature on green purchase behavior specifically in the context of young consumers in Malaysia. Besides, the findings suggest a few practical implications which are discussed at the end of the article.