Objective - In recent years, rapid economic growth coupled with overconsumption of products and services contributed to environmental degradation, prompting escalated consumption related environmental concerns. As such, this study aims to explore the factors influencing green purchase behaviour among students in higher learning institutions in Malaysia – a setting where the market is experiencing expansion and changes in consumption patterns.

Methodology/Technique - Specifically, this study employs the Theory of Planned Behaviour by integrating relevant variables such as environmental attitude, subjective norm, perceived behavioural control, environmental knowledge and willingness to pay a premium into the model to investigate their effects on green purchase behaviour. This study specifically looks into the green purchasing behaviour among University students in Malaysia.

Finding - The research used multiple linear regression analysis to evaluate the online questionnaire gathered from various university students in Malaysia. Overall, the findings indicate that subjective norm and perceived behavioural control have significant relationships with green purchase behaviour, while environmental attitude, willingness to pay a premium and environmental knowledge have insignificant relationships with green purchase behaviour.

Novelty - This study concludes with implications for marketers, as well as limitations and suggestions for future research in green consumption.

Type of Paper - Empirical

Keywords: Green Purchase Behaviour, Green Marketing, Green Products and Services, Students

JEL Classification: D23, M3.

URI: http://gatrenterprise.com/GATRJournals/GJBSSR/vol9.4_1.html

DOI: https://doi.org/10.35609/gjbssr.2021.9.4(1)

Pages 242–252