Abstract

The emergence of environmental problems and the increased awareness towards green purchase behaviour have received many responses by the stakeholders’ worldwide like from the government bodies, researchers, businesses, consumers and so on. Government’s bodies, for example, have responded by developing and introducing their own environmentally-linked policies to be implemented in their countries, which are intended to conserve and preserve the environment. Researchers, on the other hand, are continuously conducting extensive studies and publishing their findings on the issues to inform the public, while businesses that promote the selling of green products (or environmentally friendly products) in the marketplace have been increasing in number. Segments of green consumers have been observed to emerge and grow in size worldwide including Malaysia. This may be due to the increased number of green products introduced to consumers in the marketplace. Moreover, scholars from Malaysia also argued that, this trend is experiencing tremendous growth. Although there are responses from these stakeholders, especially consumers, who have had a positive impact on the environment, the trend of the green purchase behaviour by Malaysian consumers remains unobserved. Therefore, the authors aim to answer the questions concerning whether a trend can be observed in the green purchase behaviour of Malaysian consumers. The ability to observe the green purchase behaviour trend is useful, particularly for marketers and businesses that are selling or intending to sell green products within the country.

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