Green product awareness has the potential to promote green consumer behaviour: Evidence from Kuala-Lumpur

Awareness can influence consumer judgment while making a decision, and thus can help to restore a positive image in the marketplace. The present study was based on 262 green consumer samples, considering awareness as a direct antecedent for green consumer behaviour, and treating the role of attitude as an intermediary construct. Notably, empirical findings for this link are inconsistent. Partial Least Squares Structural Equation Modelling (PLS-SEM) using SmartPLSv3.0 was applied to analyze the data, while examining nine hypotheses. Despite discrepancies reported in past studies and although awareness was constantly essential but not sufficient for green behaviour, both green product awareness and green consumer behaviour were empirically significant. The study also confirmed the Attitude-Behaviour-Context (ABC) theory developed to interpret green behaviour on contextual variables, which were all empirically significant. Green attitude mediated the relationship between awareness and green behaviour. But it showed no path to the relationship between green value, green trust and green behaviour when examining indirect effects. This study provides new insights into the potential strategy that could be used to improve positive green behaviour. These findings can help policymaker formulate strategies to promote green behaviour in a circular economy like Malaysia.