Understanding Consumers and Green Product Purchase Decision in Malaysia: A Structural Equation Modeling - Partial Least Square (SEM-PLS) Approach

  •  Mohd Nazri Mohd Noor    
  •  Md Shukor Masuod    
  •  Al-Mansor Abu Said    
  •  Izzat Fakhruddin Kamaruzaman    
  •  Mohd Ariff Mustafa    


The purpose of this paper is to explore the consumers’ decision to purchase green products in Malaysia. Self-administered questionnaires were conducted to obtain meaningful data from 230 consumers at major shopping malls in Melaka, Malaysia from September 2015 until February 2016. Based on the analysis of SEM-PLS, the proposed model explained 92 percent of the variance of green product purchase decision. The results have shown positive significant effects between green awareness, green commitment, green companies and green product purchase decision. However, green experience and green circle produced insignificant results. Generally, the results from this study confirmed that the proposed model concisely explained the consumers’ decision to purchase green products in Malaysia. This study adds another literature to the area of green marketing. The model combined the past consumer behavioural theories and models to identify the key factors that stimulate the consumers’ purchase behaviour. Findings from this study have strong implications to both individual and marketing managers. It brings into light the perception of Malaysian consumers about green products and readiness to accept green products as their future way of life.

This work is licensed under a Creative Commons Attribution 4.0 License.