Green Purchase Behavior in Malaysia: A Mediation Effect Analysis Based on the TPB

Ziyan Yuan; Ratneswary Rasiah; Yan Hou; Songyue Li

doi:10.21834/e-bpj.v8i26.5179

Authors

Ziyan Yuan Department of Financial Management, Faculty of Accounting, Yunnan Technology and Business University, China
Ratneswary Rasiah Graduate School of Business, Segi University， Malaysia
Yan Hou Department of Financial Management, Faculty of Accounting, Yunnan Technology and Business University, China
Songyue Li Department of Accounting， Faculty of Finance and Accounting, Zhejiang Business College, China

DOI:

https://doi.org/10.21834/e-bpj.v8i26.5179

Keywords:

Green Purchase Behavior, Educated Consumers, Theory of Planned Behavior (TPB)

Abstract

This investigation was done by a group of educated consumers residing in Malaysia. The Theory of Planned Behaviour (TPB) was used to study their behavior in purchasing green products. The study used PLS-SEM to conduct an online survey with 330 educated customers in Malaysia. The results showed that the link between green purchasing attitudes, subjective norms, perceived behavioral control, and green purchase behavior among educated Malaysian consumers was mediated by green purchasing intention. However, some of the results were different from previous findings. Perceived behavioral control would be significantly negatively related to green buying behavior. A green purchasing attitude has no direct effect on green buying behavior. This study provides a reference for relevant policymakers or green marketing strategies.

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