Factors that Influence Green Purchase Behaviour among Young Consumers

Abstract

The worsening environmental issues have called for more thoroughgoing technological, institutional and social transformations taking place in the world. Green industry is seen as one of them. Investments and research development in green technology and green products are remedial actions to reduce environmental deterioration. The objective of this paper is to examine the factors that influence green purchase behavior among young consumers. A total sample of 204 green product users was collected through self-administrative questionnaires in Melaka, Malaysia. The results show that environmental concern, social influence and government and industry role are three independent variables that have relationship with green purchase behavior among consumers.

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