Articlebronze2012

Environmentally Conscious Behavior among Malaysian Consumers: An Empirical Analysis

Zuraidah Ramly · Nor Hashima Hashim · Wan Kalthom Yahya · Siti Aishah Mohamad

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Environmental Sustainability in Business Environmental Education and Sustainability Consumer behavior in food and health

Abstract

This paper aims to investigate the influence of demographic and psychographic variables on environmentally conscious consumer behavior (ECCB) in the context of Malaysian consumers. A survey was developed and administered, generating a total sample of 319 respondents across the country. The preliminary results indicated that all of the variables examined were significantly correlated to ECCB, except for income. Later, the analysis from the regression highlighted that only age, gender and perceived consumer effectiveness (PCE) were significant predictors to ECCB. The findings confirmed that, in terms of psychographic variables, PCE has been proven to be more accurate and significant determinant than environmental concern (EC) for segmenting and explaining different segments and characteristics of pro-environmental behavior. These findings may assist Malaysian policy makers in formulating actionable decisions related to environmental education and protection. The finding also allows marketers to use marketing and awareness-raising campaigns to encourage consumers to choose environmental friendly products. ABSTRAK Kajian ini dijalankan bertujuan untuk mengkaji pengaruh faktor demografi dan psikografi ke atas tingkah laku keprihatinan pengguna terhadap ekologi (ECCB) dalam konteks pengguna Malaysia. Satu tinjauan telah dilakukan terhadap sampel kajian yang berjumlah 319 orang pengguna di seluruh negara. Hasil awal kajian mendapati semua faktor mempunyai hubungan yang signifikan terhadap ECCB, kecuali pendapatan. Kemudian, analisis daripada regresi menunjukkan hanya faktor umur, jantina dan keberkesanan kesedaran pengguna (PCE) merupakan petunjuk yang signifikan terhadap ECCB. Hasil dapatan mengesahkan bahawa bagi faktor psikografi, PCE telah terbukti lebih tepat dan signifikan daripada keprihatinan terhadap alam sekitar (EC) untuk segmentasi dan menerangkan segmen yang berbeza serta ciri-ciri tingkah laku pro alam sekitar. Hasil kajian ini dapat membantu penggubal dasar di Malaysia untuk membuat keputusan yang berkaitan dengan pendidikan dan perlindungan alam sekitar. Hasil kajian ini juga membolehkan pihak yang terlibat dalam pemasaran untuk menggunakan strategi pemasaran dan kempen meningkatkan kesedaran untuk menggalakkan pengguna memilih produk mesra alam. Keywords :Conscious Behavior; Malaysian Consumers

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References

1977Marketing Research: Methodological Foundations 1989Sex Differences in Social Behavior: A Social-Role Interpretation.2001Targeting consumers who are willing to pay more for environmentally friendly products 2003Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation 1996Green consumers in the 1990s: Profile and implications for advertising 1997The influence of firm behavior on purchase intention: do consumers really care about business ethics?1975Determining the Characteristics of the Socially Conscious Consumer 2005Antecedents of Green Purchase Behavior: an Examination of Collectivism, Environmental Concern, and Pce

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