Environmental Conscious Behaviour Among Male and Female Malaysian Consumers

Abstract

This paper aims to investigate gender differences in perceived consumer effectiveness (PCE), environmental concern (EC) and environmental conscious behavior among Malaysian consumers. A survey has been developed and administered with total sample of 319 achieved across the country. Statistical analysis using SPSS is employed to examine the comparison between the two groups. Results from independent t-test shows that there was significant difference between male and females in PCE than EC. In addition, findings reveal female consumers are more positive than their male counterparts when they engage in environmental conscious behavior. Likewise, results indicate PCE is the most significant predictor of environmental conscious behavior among both male and female Malaysian consumers. These findings may assist Malaysian policy makers in making decisions related to environmental education and protection as well as for marketers to fine-tune their target consumers with environmentally focused promotional campaigns and marketing programmes.

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