Consumption of Green Product as a Means of Expressing Green Behaviour in an Emerging Economy: With the Case Study of Malaysia

This article examines ‘green products’ as a means of expressing ‘green behaviour’ in an emerging economy. The empirical evidence focused on green awareness, behaviour and green culture as a contributing factor. A self-administered questionnaire was run to collect data from consumers (n = 280) approximately 93 per cent of urbanite in Kuala Lumpur, Malaysia. SmartPLS3.0 was used to analyse the measurement and structural model assessment. Findings suggest that attitude and the green culture had a higher influence on green behaviour. However, the evaluation of green behaviour is not dependent on economic development. Perceived behavioural control (PBC) was found to be insignificant among Malaysian citizens. In particular, awareness interaction between behaviour and culture were insignificant, not sufficient to predict behaviour. The study suggested it is important to educate Malaysian citizens from grassroots about the significance of environmental education and put forward actions to improve green behaviour status and promote green marketing.