The study focuses on the influence of green behaviour based on the theory of planned behaviour (TPB). A conceptual model has been developed from TPB with additional factors linking green behaviour. A quantitative research method has been adopted. The data is gathered from a survey which has been administered by distributing questionnaires to 280 green consumers in Kuala-Lumpur, Malaysia. The data has been processed vis-à-vis the assessment of measurement and structural model using SmartPLSver3.0. The study contributable examines the role of predictive factors and how it influences green behaviour. Perceived behavioural control (PBC) and attitude dimensions are included as suggested by TPB. The results show that attitude and green culture positively influence green behaviour in TPB; whereas, PBC and awareness show no influence. The study shows the path to translate green culture and attitude to validate the TPB model. While the findings on green culture conform earlier studies, and indicate for a mixed collectivist society like Malaysia; where people showcase their belief while embracing green behaviour. The study further provides an insight to policymakers on how to increase awareness and improve progressive pedagogy on green behaviour.
AmanA. L., HarunA., & HusseinZ. (2012). The influence of environmental knowledge and concern on green purchase intention the role of attitude as a mediating variable. British Journal of Arts and Social Sciences, 7(2), 145–167.
2.
AjzenI. (1991). The theory of planned behaviour. Organizational Behaviour and Human Decision Processes, 50(2), 179–211.
3.
AjzenI. F., & FishbeinM. M. (1980). Understanding attitudes and predicting social behaviour. Prentice-Hall.
4.
ArmitageC. J., & ConnerM. (1999). Distinguishing perceptions of control from self-efficacy: Predicting consumption of a low-fat diet using the theory of planned behaviour. Journal of Applied Social Psychology, 29(1), 72–90.
5.
AlamS. S., LinC. Y., AhmadM., OmarN. A., & AliM. H. (2019). Factors affecting energy-efficient household products buying intention: Empirical study. Environmental and Climate Technologies, 23(1), 84–97.
6.
AwuniJ. A., DuJ., & YiranbonE. (2016). Factors influencing green purchasing behaviour: Some insights from Tamale, Ghana. British Journal of Economics, Management & Trade, 14(4), 1–12.
7.
BarbarossaC., & De PelsmackerP. (2016). Positive and negative antecedents of purchasing eco-friendly products: A comparison between green and non-green consumers. Journal of Business Ethics, 134(2), 229–247.
8.
ChenM. F. (2015). Self-efficacy or collective efficacy within the cognitive theory of stress model: Which more explains people’s self-reported pro-environmental behaviour?Journal of Environmental Psychology, 42, 66–75.
9.
ChenC. C., ChenC. W., & TungY. C. (2018). Exploring the consumer behaviour of intention to purchase green products in belt and road countries: An empirical analysis. Sustainability, 10(3), 854.
10.
CohenJ. (1988). Statistical power analyses for behavioural sciences (2nd ed.). Lawrence Erlbaum Associates.
11.
CronbachL. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297–334.
12.
Cushman-RoisinB. (2012). Green behaviour (homo ecologicus). https://ec.europa.eu/environment/integration/research/newsalert/pdf/FB4_en.pdf
13.
DunlapR. E. (2008). The new environmental paradigm scale: From marginality to worldwide use. The Journal of Environmental Education, 40(1), 3–18.
14.
DunlapR. E., & Van LiereK. D. (1978). The ‘new environmental paradigm’. The Journal of Environmental Education, 9(4), 10–19.
15.
DunlapR. E., Van LiereK. D., MertigA. G., & JonesR. E. (2000). New trends in measuring environmental attitudes: Measuring endorsement of the new ecological paradigm—a revised NEP scale. Journal of Social Issues, 56(3), 425–442.
16.
ErtzM., KarakasF. & SarigöllüE. (2016). Exploring pro-environmental behaviours of consumers: An analysis of contextual factors, attitude, and behaviours. Journal of Business Research, 69(10), 3971–3980.
17.
ErmolaevaP. (2010). College students’ green culture: Reflecting on the ideal types of environmental awareness and behaviour practices. Raziskave in Razprave, 3(3), 49–73.
18.
FerrazS. B., BuhamraC., LarocheM., & VelosoA. R. (2017). Green products: A cross-cultural study of attitude, intention and purchase behaviour. RAM. Revista de Administração Mackenzie, 18(5), 12–38.
19.
FieldingK.S., RussellS., SpinksA. & MankadA. (2012). Determinants of household water conservation: The role of demographic, infrastructure, behaviour, and psychosocial variables. Water Resources Research, 48(10), 1–12.
20.
FornellC., & LarckerD. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.
21.
GrobA. (1995). A structural model of environmental attitudes and behaviour. Journal of Environmental Psychology, 15(3), 209–220.
22.
Hair JrJ. F., HultG. T. M., RingleC. M., & SarstedtM. (2021). A primer on partial least squares structural equation modeling (PLS-SEM). SAGE Publications. ISBN:978-1-4522-1744-4. 307pp (Reviewed by Lawrence Hoc Nang Fong and Rob Law). European Journal of Tourism Research, 6(2), 211–213.
23.
HairJ. F., RisherJ. J., SarstedtM., & RingleC. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
24.
Hair JrJ. F., HowardM. C., & NitzlC. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110.
25.
HeathY., & GiffordR. (2002). Extending the theory of planned behaviour: Predicting the use of public transportation. Journal of Applied Social Psychology, 32(10), 2154–2189.
26.
HuangH. (2016). Media use, environmental beliefs, self-efficacy, and pro-environmental behaviour. Journal of Business Research, 69(6), 2206–2212.
27.
HughnerR. S., McDonaghP., ProtheroA., ShultzC. J., & StantonJ. (2007). Who are organic food consumers? A compilation and review of why people purchase organic food. Journal of Consumer Behaviour: An International Research Review, 6(2–3), 94–110.
28.
JoshiY., & RahmanZ. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1–2), 128–143.
29.
KautishP., PaulJ., & SharmaR. (2019). The moderating influence of environmental consciousness and recycling intentions on green purchase behaviour. Journal of Cleaner Production, 228, 1425–1436.
30.
KanonuhwaM., & ChimuchekaT. (2014). Green marketing and purchase behaviour of generation-Y consumers. Mediterranean Journal of Social Sciences, 5(20), 2785–2785.
31.
KennedyE. H., BeckleyT. M., McFarlaneB. L., & NadeauS. (2009). Why we don’t walk the talk: Understanding the environmental values/behaviour gap in Canada. Human Ecology Review, 16(2), 151–160.
32.
KollmussA., & AgyemanJ. (2002). Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behaviour?. Environmental Education Research, 8(3), 239–260.
33.
KongW., HarunA., SulongR. S., & LilyJ. (2014). The influence of consumers’ perception of green products on green purchase intention. International Journal of Asian Social Science, 4(8), 924–939.
34.
KlöcknerC. A. (2013). A comprehensive model of the psychology of environmental behaviour: A meta-analysis. Global Environmental Change, 23(5), 1028–1038.
35.
KumarP., & PolonskyM. J. (2017). An analysis of the green consumer domain within sustainability research: 1975 to 2014. Australasian Marketing Journal (AMJ), 25(2), 85–96.
36.
LeeY. K. (2017). A comparative study of green purchase intention between Korean and Chinese consumers: The moderating role of collectivism. Sustainability, 9(10), 1930.
37.
LiobikienėG., & PoškusM. S. (2019). The importance of environmental knowledge for private and public sphere pro-environmental behaviour: Modifying the value-belief-norm theory. Sustainability, 11(12), 3324.
38.
LiobikienėG., & BernatonienėJ. (2017). Why the determinants of green purchase cannot be treated equally? The case of green cosmetics: A literature review. Journal of Cleaner Production, 162, 109–120.
39.
LynneG. D., CaseyC. F., HodgesA., & RahmaniM. (1995). Conservation technology adoption decisions and the theory of planned behaviour. Journal of Economic Psychology, 16(4), 581–598.
40.
McGuireW. J. (1989). The structure of individual attitudes and attitude systems. In PratkanisA. R., BrecklerS. J. & GreenwaldA. G. (Eds.), Attitude structure and function (pp. 37–69). Lawrence Erlbaum Associates, Inc.
41.
McCartyJ. A., & ShrumL. J. (1994). The recycling of solid wastes: Personal values, value orientations, and attitudes about recycling as antecedents of recycling behaviour. Journal of Business Research, 30(1), 53–62.
42.
MkhizeN., & EllisD. (2018). Consumer cooperation in sustainability: The green gap in an emerging market. InPromoting Global Environmental Sustainability and Cooperation (pp. 112–135). IGI Global.
43.
MoorthyK., SallehN. M. Z. N., JieA. X., YiC. S., WeiL. S., BingL. Y., & YingY. Z. (2021). Use of social media in planning domestic holidays: A study on Malaysian millennials. Millennial Asia, 12(1), 35–56.
44.
NgS., & PaladinoA. (2009). Examining the influences of intentions to purchase green mobile phones among young consumers: An empirical analysis. InANZMAC Conference Proceedings. Monash University.
45.
NguyenT. N., LoboA., & GreenlandS. (2017). Energy-efficient household appliances in emerging markets: The influence of consumers’ values and knowledge of their attitudes and purchase behaviour. International Journal of Consumer Studies, 41(2), 167–177.
46.
NoorM. N. M., MasoudS., SaidA. M. A., KamaruzamanI. F., & MustafaM. A. (2016). Understanding consumers and green product purchase the decision in Malaysia: A structural equation modeling-partial least square (SEM-PLS) approach. Asian Social Science, 12(9), 51–64.
47.
NorazahM. S., & NorbayahM. S. (2015). Consumers’ environmental behaviour towards staying at a green hotel: Moderation of green hotel knowledge. Management of Environmental Quality, 26(1), 103–117.
48.
NunnallyJ. C. (1994). The assessment of reliability. Psychometric theory. McGraw-Hall.
49.
OgiemwonyiO. (2022). Factors influencing generation Y green behaviour on green products in Nigeria: An application of theory of planned behaviour. Environmental and Sustainability Indicators, 13, 100164.
50.
OgiemwonyiO., & HarunA. B. (2018). The differences in attitude and behaviour of generation Y in Malaysia and Nigeria. A cross-cultural study. In Advance in Marketing Research (AMR) (Series 2, pp. 101–110). UTHM.
51.
OgiemwonyiO., & HarunA. B. (2020). Green product awareness has the potential to promote green consumer behaviour: Evidence from Kuala-Lumpur. Israel Journal of Ecology and Evolution, 67(1–2), 39–50.
52.
OgiemwonyiO., & HarunA. B. (2021). Theory of planned behaviour approach to understanding pro-environmental behaviour among young green consumers in Malaysia. Israel Journal of Ecology and Evolution, 9(2), 1–14.
53.
OgiemwonyiO., HarunB. A., OthmanB. A., IsmaelA. D., & AliR. (2019). Key issues and challenges of a green consumer in consuming green product insight from the emerging country: Malaysia. International Journal of Psychosocial Rehabilitation, 23(2), 514–528.
54.
OgiemwonyiO., HarunA., OthmanB., IsmaelD., AlamM. N., & HamawandyN. M. (2020a). Analyzing issues and challenges on environmentally supportive behaviour among Malaysian and Nigerian consumers. Science International (Lahore), 32(1), 87–92.
55.
OgiemwonyiO., HarunB. A., AlamN. M., & OthmanA. B. (2020b). Do we care about going green? Measuring the effect of green environmental awareness, green product value, and environmental attitude on green culture. An insight from Nigeria. Environmental and Climate Technologies, 24(1), 254–274.
56.
OgiemwonyiO., HarunB. A., AlamM. N., KarimA. M., TabashM. I., HossainM. I., AzizS., AbbasiA. B., & OjuolapeM. A. (2020c). Green product as a means of expressing green behaviour: A cross-cultural empirical evidence from Malaysia and Nigeria. Environmental Technology & Innovation, 20, 101055.
57.
OregS., & Katz-GerroT. (2006). Predicting pro-environmental behaviour cross-nationally: Values, the theory of planned behaviour, and value-belief-norm theory. Environment and Behaviour, 38(4), 462–483.
58.
PannoA., GiacomantonioM., CarrusG., MaricchioloF., PirchioS., & MannettiL. (2018). Mindfulness, pro-environmental behaviour, and belief in climate change: The mediating role of social dominance. Environment and Behaviour, 50(8), 864–888.
59.
PaulJ., ModiA., & PatelJ. (2016). Predicting green product consumption using the theory of planned behaviour and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134.
60.
PernegerT. V., CourvoisierD. S., HudelsonP. M., & Gayet-AgeronA. (2015). The sample size for pre-tests of questionnaires. Quality of Life Research, 24(1), 147–151.
61.
PisanoI., & LubellM. (2017). Environmental behaviour in cross-national perspective: A multilevel analysis of 30 countries. Environment and Behaviour, 49(1), 31–58.
62.
PoškusM. S. (2018). Investigating pro-environmental behaviours of Lithuanian university students. Current Psychology, 37(1), 225–233.
63.
RingleC. M., SarstedtM., MitchellR., & GuderganS. P. (2020). Partial least squares structural equation modeling in HRM research. The International Journal of Human Resource Management, 31(12), 1617–1643.
64.
RingovD., & ZolloM. (2007). The impact of national culture on corporate social performance. Corporate Governance: The International Journal of Business in Society, 7(4), 476–485.
65.
RussellS., & FieldingK. (2010). Water demand management research: A psychological perspective. Water Resources Research, 46(5), 1–12
66.
SarstedtM., HairJ. F., RingleC. M., ThieleK. O., GuderganS. P. (2016). Estimation issues with PLS and CBSEM: Where the bias lies!Journal of Business Research, 69(10), 3998–4010.
67.
SchwartzS. H. (1994). Beyond individualism/collectivism: New cultural dimensions of values. SAGE Publications.
68.
SreenN., PurbeyS., & SadaranganiP. (2018). Impact of culture, behaviour, and gender on green purchase intention. Journal of Retailing and Consumer Services, 41, 177–189.
69.
StegL., & VlekC. (2009). Encouraging pro-environmental behaviour: An integrative review and research agenda. Journal of Environmental Psychology, 29(3), 309–317.
70.
StoneM. (1974). Cross-validatory choice and assessment of statistical predictions. Journal of the Royal Statistical Society: Series B (Methodological), 36(2), 111–133.
71.
TamK. P., & ChanH. W. (2017). Environmental concern has a weaker association with pro-environmental behaviour in some societies than others: A cross-cultural psychology perspective. Journal of Environmental Psychology, 53, 213–223.
72.
TamK. P., & ChanH. W. (2018). Generalized trust narrows the gap between environmental concern and pro-environmental behaviour: Multilevel evidence. Global Environmental Change, 48, 182–194.
73.
TanC. N. L., OjoA. O., & ThurasamyR. (2019). Determinants of green product buying decision among young consumers in Malaysia. Young Consumers, 20(2).
UNEP. (2016). United Nations environmental program frontiers 2016 report: Emerging issues of environmental concern.
76.
ÜnalA. B., StegL., & GorsiraM. (2018). Values versus environmental knowledge as triggers of a process of activation of personal norms for eco-driving. Environment and Behaviour, 50(10), 1092–1118.
77.
Vicente-MolinaM. A., Fernández-SainzA., & Izagirre-OlaizolaJ. (2018). Does gender make a difference in pro-environmental behaviour? The case of the Basque Country University students. Journal of Cleaner Production, 176, 89–98.
78.
WangX., PachoF., LiuJ., & KajungiroR. (2019). Factors influencing organic food purchase intention in developing countries and the moderating role of knowledge. Sustainability, 11(1), 209.
79.
WuS. I., & ChenJ. Y. (2014). A model of green consumption behaviour constructed by the theory of planned behaviour. International Journal of Marketing Studies, 6(5), 119–132.
80.
YahyaE. K. (2019). Making sustainable consumption work. https://www.nst.com.my/opinion/columnists/2019/02/461780/making-sustainable-consumption-work
81.
YiS. (2019). Determinants of consumers’ purchasing behaviour for certified aquaculture products in South Korea. Sustainability, 11(14), 3840.
