Green packaging purchase behaviour: a study on Malaysian consumers

Currently, Malaysia is facing critical environmental issues and challenges. The aim of this paper is to examine Malaysian consumers' purchase intention and purchase behaviour towards green packaging product with the associated influential factors. The theory of planned behaviour with additional variables, environmental concern and environmental knowledge, was used to support this study. Data were collected from 287 Malaysian consumers. Simple Linear Regression and Multiple Linear Regression analysis were done to analyse the collected data to estimate the relationship among variables. Result from this study reveals that Malaysian consumers' attitude, perceived behavioural control, environmental concern, and environment knowledge towards green packaging have a direct relationship with intention to purchase green packaging product. Moreover, this study also proved that intention has a significant and direct relationship with behaviour within the frame of green packaging product purchasing. This study contributed new insights into the green packaging product among Malaysian consumers, which was rarely focused by past researchers. Besides, the findings of this study have provided an understanding about consumers green packaging product purchase behaviour to the Malaysian government and entrepreneurs.