The Malaysian Consumer and the Environment: Purchase Behavior

By Rahbar, Elham; Wahid, Nabsiah Abdul | Global Business and Management Research: An International Journal, October 2010 | Go to article overview

The Malaysian Consumer and the Environment: Purchase Behavior


Rahbar, Elham, Wahid, Nabsiah Abdul, Global Business and Management Research: An International Journal


Introduction

The issue of eco-consciousness among customers is said to be a major concern for marketers. Although many environmentally friendly products with green attributes have been introduced in the markets, consumers have not changed their taste and old habits completely.

Grunert (1993) observes only few customers insist on the environmentally concerns and show it in the shape of actual purchase behavior. Customers who worry about the environment such as the green consumers will try to indicate their concern through different behaviors. For instance, they check on the products that they are purchasing to ensure they practice ethical consumption or they buy only green products that limit the consequences of their consumption with intent to improve their surroundings. Ginsberg & Bloom (2004) found that consumer's attitude towards environmental protection impacts on their behaviors, whereby the attitude is translated into actual behavior through the purchase of green products. These consumers are called "Green" consumers (Ginsberg & Bloom, 2004). Consumers' response to these products however is not consistent (Yam and Chan, 1998).

Today, even ordinary people are well informed regarding the threats that endanger their environment. Environmentally related terms such as air or water pollution, sound pollution, and the unexpected climate change, the ozone layer's problem and its undesirable effect on environment are quite well known to individuals. Many people believe that these problems are the side effects of marketplace factors such as high technologies and growing consumptions that are related to marketing activities intending to satisfy consumer's needs and wants. Consumers around the world have become more environmentally aware recently, leading to a green revolution and demands to prevent further damage to the environment. This study, conducted in Penang, a state in Malaysia, explores whether consumer attitudes on environmental protection have an impact on their purchase behavior. The study also investigates whether consumer knowledge of environmental issues results in environmentally-friendly behavior.

Literature Review

Consumer Purchase behavior

Green purchase or green buying is defined as the act of purchasing of products that are environmentally beneficial from consumer's perception (Mainieri, Barnett, Valdero, Unipan, & Oskamp, 1997). Similarly, Chan (2001) defines green purchase as a specific kind of eco-friendly behavior that consumers perform to express their concern to environment. Consumers practice green purchase to minimize negative environmental impacts by protecting natural resources, reducing energy use and waste and improving health and safety.

Many studies on consumer purchase behavior focus on the theoretical relationships of attitude, intention, and behavior that are encompassed in the Theory of Reasoned Action or TRA (Ajzen and Fishbein, 1980; Nik Abdul Rashid, 2007), a useful model even for studies carried out in environmental contexts. Hines, Hungerford, and Tomera (1987), for instance find a connection between intention and behavior. According to Follows and Jobber (2000), if consumers believe that the consequences of their consumption will have a significant effect on the environment, they may purchase environmentally-friendly products.

Suchard and Polonski (1991) suggest that consumers show their concern about the environment through behaviors such as ethical consumption, leading to buying only green products and checking product packaging materials. However, even consumers who are highly concerned with ecological issues do not act consistently (Yam and Chan, 1998). A high degree of environmental awareness and concern about the environment do not inevitably lead consumers to display environmental behaviors. The higher price of green products and the lack of green product substitutes are the main reasons for adverse consumer purchase behavior. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

The Malaysian Consumer and the Environment: Purchase Behavior
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.