This study aims to examine the influential factors regarding green purchase behavior among Selangor millennial’s from the perspectives of attitudes towards the environment, Research Paper, Malaysia

INTRODUCTION

This study aims to examine the influential factors regarding green purchase behavior among Selangor millennial’s from the perspectives of attitudes towards the environment, environmental concern, the seriousness perceived towards environmental problems and environmental responsibility.

The paper begins by reviewing the overview, background, problem statement, followed by a set of objectives, the significance of this study and research questionnaires.

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1.1 OVERVIEW OF STUDY

This is a Research regarding the factors concerning the millennial’s Behaviour towards Green Purchase . The attitude of purchasing environmentally friendly products and sustainable products or green products are referred as Green Purchase Behaviour.

Consumers are becoming more conscious and are aware pertaining environment-based issues, which are altering consumers needs towards sustainability packaging and products. Consumer interest in the environment has a great impact on the decision in choosing or purchasing a product.

Consumers become more conscious and aware pertaining environment-based issues, which has further led to a green revolution which has altered peoples’ needs and demands which in return altered the purchase behavior. The rapid growth of environmental consciousness and green consumption tendency have pointed towards a important and critical need for consumer research in regards to the emerging market, of green consumption.

The rapid growing consumer awareness regarding the environmental issues are rapidly changing the consumption patterns towards the need of more products and services which are sustainable (Yang, 2017)

1.2 BACKGROUND

In this era, there has been a significant increase in global consciousness and attention in eco-friendly products also referred as green products (Nguyen and Nyugen, 2018) which ascribe to factors which are determining consumer demand for more environmental health concerns.

Consumers in both developed and developing nations are increasing the awareness and attentions on green products as daily households products, in terms of food and packaging. This has resulted for consumers to adopt green products and the changes in consumers’ behavioral towards maintaining healthier lifestyle and at the same time protecting the natural environment (Cerri et al., 2018).

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Millennial consumers purchase of green products is a significant step towards the minimization of harmful environmental impacts. Through means in, reducing energy use, waste and improving health and safety are form of protecting the natural resources.

Further to this, international IEC 62075 standard had been gazetted. The needs to incorporate this standards are to ensure a consistent environmental and other market needs and demands. Green technology manufactured products that causes zero environmental hazards are labeled as green products.

Further to this, purchasers or consumers whom are anxious on the environment are referred as green consumers, they are likely to purchase or consume green products. Products or packaging with little or made from 45 natural ingredients that are assumed to cause no harm in polluting the environment are all examples of eco-friendly products (Haliza Abdul Rahman, 2018).

1.3 PROBLEM STATEMENT

This is to further elaborate the understanding on the continuous changing green consumption pattern amongst Selangorians in particularly the millennial consumers in Selangor which contributes significantly in terms of population, workforce and purchasing power.

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According to Zenith Selangor, consumers in Selangor are becoming more socially and environmentally conscious (NST, 2016). In a poll conducted by Nielsen, in 2015, revealed that 69 percentage of the population had shown interest in purchasing brands which have correlation towards providing a positive consciousness on social and environmental impact.

At the same time, lacking in green players in the market, according to a news article, “Green Products Gaining Traction” (The Star, 2019) which resulting a disparity arising from incompatible effect on a firm performance of venturing into green products (Adi and Adawiyah, 2018) and the green consumption pattern.

1.4RESEARCH QUESTIONS

The questions for this research are crafted as per the following;
i. Is there any relationship between environmental attitude and green purchase behavior?
ii. Is there any relationship between environmental concern and green purchase behavior?
iii. Is there any relationship between perceived seriousness of environmental problems and green purchase behavior?
iv. Is there any relationship between perceived environmental responsibility and green purchase behavior?

1.5 RESEARCH OBJECTIVES

The following objectives is to identify the factors that influence the Selangor
millennial’s’ green purchasing behavior and are generated as the following:
i. To examine the relationship between environmental attitudes and green purchases behavior.
ii. To examine the relationship between environmental concern and green purchases behavior.
iii. To examine the relationship between perceived seriousness of environmental problems and green purchases behavior.
iv. To examine the relationship between perceived environmental responsibility and green purchases behavior.

1.6SIGNIFICANCE OF STUDY

As we know that millennial’s are the upcoming group of people that is economically valuable to the economy and the country. According to Department of Statistic Selangor (2021) in its latest eStatistik data, millennial’s in Selangor in year 2020 are accounted to be about one third of the total population in Selangor and are surpassing the baby boomers in numbers.

However, not many researchers have taken initiatives to relate to this topic, the Green Purchase Behaviour in Selangor as a context. Therefore this research will examine this topic and provide a understanding on purveyor and general public interest pertaining the millennial consumers purchasing behavior especially in Selangor.

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1.7SUMMARY

This chapter provides an overview about the factors that influences the millennial’s purchasing behavior. The following chapter will discuss the applications of hypothesis and models related to the research and develop a proposed conceptual framework on the factors that can enable organizations to earmark their marketing attempt on seizing a sizeable faction of millennial consumers in an emerging economy such as Selangor.

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