Environmentally Conscious Behavior among Malaysian Consumers: An Empirical Analysis
Tingkah Laku Keprihatinan Terhadap Alam Sekitar dalam Kalangan Pengguna Malaysia: Satu Analisis Empirikal

Faculty of Business Management,
Universiti Teknologi MARA
40450 Shah Alam, Selangor Darul Ehsan, Malaysia

zuraidah_ramly@yahoo.com

Faculty of Business Management,
Universiti Teknologi MARA
40450 Shah Alam, Selangor Darul Ehsan, Malaysia

norhashima@salam.uitm.edu.my

Faculty of Business Management,
Universiti Teknologi MARA Pahang, Kampus Jengka,
Lintasan Semarak, Bandar Pusat Jengka, 26400 Pahang

wkalthom@pahang.uitm.edu.my

Faculty of Business Management,
Universiti Teknologi MARA Pahang, Kampus Jengka,
Lintasan Semarak, Bandar Pusat Jengka, 26400 Pahang

sitia@pahang.uitm.edu.my

Abstract

This paper aims to investigate the influence of demographic and psychographic variables on environmentally conscious consumer behavior (ECCB) in the context of Malaysian consumers. A survey was developed and administered, generating a total sample of 319 respondents across the country. The preliminary results indicated that all of the variables examined were significantly correlated to ECCB, except for income. Later, the analysis from the regression highlighted that only age, gender and perceived consumer effectiveness (PCE) were significant predictors to ECCB. The findings confirmed that, in terms of psychographic variables, PCE has been proven to be more accurate and significant determinant than environmental concern (EC) for segmenting and explaining different segments and characteristics of pro-environmental behavior. These findings may assist Malaysian policy makers in formulating actionable decisions related to environmental education and protection. The finding also allows marketers to use marketing and awareness- raising campaigns to encourage consumers to choose environmental friendly products.

Keywords

Conscious Behavior; Malaysian Consumers

Citation

Ramly, Z., Hashim, N. H., Yahya, W. K., & Mohamad, S. A (2012). Environmentally Conscious Behavior among Malaysian Consumers: An Empirical Analysis. Jurnal Pengurusan, 35, 111–121.

@article{ramly2012environmentally,
  title={Environmentally Conscious Behavior among Malaysian Consumers: An Empirical Analysis},
  author={Ramly, Zuraidah and Hashim, Nor Hashima and Yahya, Wan Kalthom and Mohamad, Siti Aishah},
  journal={Jurnal Pengurusan},
 

volume={35},
  number={},
  pages={111—121},
  year={2012},
  doi={},
  publisher={Penerbit UKM},
}

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35 (2012) 111 – 121

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