Towards a Greener Future: Exploring Factors Influencing Green Purchase Intention and Pro-Environmental Behavior among Young Consumers


  • Ratneswary Rasiah Graduate School of Business (GSB), SEGi University, Kota Damansara, Malaysia.
  • Lin Song Yunnan Economics Trade and Foreign Affairs College, School of Artificial Intelligence (AI), Yunnan Province, China
  • Malini Kanjanapathy Graduate School of Business (GSB), SEGi University, Kota Damansara, Malaysia.
  • Kim Mee Chong SEGi University Kota Damansara



Green Purchase Intention, Pro-Environmental Behaviour, Green Purchase Attitude, Green Trust


While economic growth has undeniably enhanced individuals' quality of life, it has also played a role in numerous environmental issues, such as pollution, depletion of natural resources, escalating greenhouse gas emissions, and the consequential phenomena of global warming and climate change. This study examines the antecedents of green purchase intention (GPI) and pro-environmental behaviour (PEB) and the role of green purchase attitude (GPA) and green trust (GTR) as mediators. The results revealed that green knowledge, social status and perceived value are significant predictors of GPI, which significantly predicted PEB, while GPA and GTR are significant mediators.


Author Biographies

Ratneswary Rasiah, Graduate School of Business (GSB), SEGi University, Kota Damansara, Malaysia.

Associate Professor in Graduate School of Business, SEGi University

Malini Kanjanapathy, Graduate School of Business (GSB), SEGi University, Kota Damansara, Malaysia.

Programme Leader cum Postgraduate Lecturer, Graduate School of Business

Kim Mee Chong, SEGi University Kota Damansara

Postgraduate Lecturer, SEGi University Kota Damansara, Malaysia.


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How to Cite

Rasiah, R., Song, L., Kanjanapathy, M., & Chong, K. M. (2023). Towards a Greener Future: Exploring Factors Influencing Green Purchase Intention and Pro-Environmental Behavior among Young Consumers . Environment-Behaviour Proceedings Journal, 8(26), 367–374.

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