Understanding Environmentally Friendly Consumer Behavior

Abstract

Over the last ten years, green marketing and ethical consumerism have changed ominously. Consumer attitudes and beliefs regarding the importance of environmentally-friendly behavior have become more important. Environmental degradation and consumers’ behavior has been identified as the main cause of ecological deterioration. Consequently, the impact of environmental deprivation of human life has captured academicians and researchers' interest across the world. Also, customers must be alert and aware about environmental issues whereby responsible customers must take appropriate initiatives to protect the environment. The initiatives include reducing the consumption of non-green products and using environmentally friendly products and bio-degradable products, recycling products and optimizing energy efficient products. Tighter government regulations on the environment can help curb environmental problems facing the nation. Governments must go beyond the present requirements and initiate a new system of green policy that would strengthen and preserve the environment. By adapting the survey done by Greendex 2010, the main objectives of this study are to measure environmental friendly consumer behavior and sustainable consumption. The respondents in this study are adult consumers and the Statistical Package for the Social Sciences (SPSS) and SEM version 21.0 is used to analyze preliminary data, descriptive analyses, and to test the hypotheses. In summary, this study contributes to theoretical and practical knowledge for government policy makers and academicians of environmental friendly consumer behaviors in Malaysia. Keywords: