antecedents of malaysian consumer's green practices

The main objective of this research was to explore the antecedents of Malaysian consumer’s green practices. In precise terms, the study examined three critical dimensions namely; attitude, subjective norms, perceived control on the green practices concepts (reducing waste, reuse of materials and recycling. A total of 315 individuals participated in this study. Statistical analyses were conducted and regression analysis revealed that “Perceived control” and “attitude” were influential factors to practice green concepts (Reduce, Reuse and Recycle). Based on the findings, marketers should give adequate consideration to these factors to attract customers. It is recommended that future research should utilize a larger sample size and enlarge the study scope to include other countries in order to compare green practice concept in those countries.

Green practices, Green marketing, Green purchasing behaviour.