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Summary: Fostering a Clean and Sustainable Environment through Green Product Purchasing Behavior – Insights from Malaysian Consumers

Overview

A November 2021 study published in Sustainability examines factors influencing Malaysian consumers’ green product purchasing behavior amidst rapid economic growth and environmental concerns. The research aims to identify key sustainability drivers that motivate consumers in Malaysia to choose green products, fostering a cleaner, healthier environment.

Key Research Focus

The study evaluates the impact of several variables on green purchasing behavior, including:

• Environmental concern
• Green product awareness
• Government support
• Perceived ecological value
• Community green practices
• Purchase intention

The Theory of Planned Behavior (TPB) serves as the theoretical framework to explore the relationships among these factors.

Methodology

• Data was collected via 300 questionnaires from Malaysian consumers.
• Structural Equation Modeling (PLS-SEM) was utilized for data analysis.

Major Findings

• All considered factors significantly influence Malaysian consumers’ intentions and actual behavior toward buying green products.
• Environmental concern and green product awareness were found to be pivotal in shaping purchase intentions.
• Government support and community green practices play an enabling role, reinforcing consumers’ decisions.
• Perceived ecological value drives consumers to appreciate the benefits of green products, encouraging purchases.

Contextual Insights

• Despite growing environmental awareness, green products still capture only 1–3% of the market share in Malaysia, reflecting a gap between awareness and actual purchasing behavior.
• Some consumers prefer conventional products despite environmental harm, indicating challenges for marketers aiming to promote sustainable consumption.
• The study highlights a "green gap": intentions to buy eco-friendly products exist but are often overridden at the point of sale.

Implications for Stakeholders

• Businesses should focus on launching and promoting green products aligned with consumer values and ecological benefits.
• Policymakers need to enhance government support and create incentives to boost community green practices.
• Marketers must adopt targeted strategies addressing behavioral barriers and reinforcing the environmental value of green products.

Study Contributions and Future Research

This research adds valuable insight into Malaysian consumer behavior regarding sustainability, identifying effective levers to promote eco-friendly purchasing habits. Limitations include a relatively small sample size and focus on Malaysian demographics, suggesting future research could explore broader populations and longitudinal effects of green marketing strategies.

Keywords: Environmental Concern, Green Product Awareness, Government Support, Perceived Ecological Value, Community Green Practice, Purchase Intention, Sustainable Consumption, Malaysia

References

Al-Kumaim, N. H., Shabbir, M. S., Alfarisi, S., Hassan, S. H., et al. (2021). Fostering a Clean and Sustainable Environment through Green Product Purchasing Behavior: Insights from Malaysian Consumers’ Perspective. Sustainability, 13(22), 12585. https://doi.org/10.3390/su132212585

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