ASSESSING GREEN PURCHASE BEHAVIOUR OF ESG-CONSCIOUS COMMUNITIES IN TERTIARY EDUCATION IN MALAYSIA

Environmental concerns are reflected in various initiatives driven by issues related to environmental sustainability. It is ecologically advantageous, achieving net zero carbon emissions and preserving the environment by minimizing waste impacts on the ecosystem. The study develops a framework for analyzing consumer behaviour related to the purchase of green products by analyzing the patterns of consumers within the tertiary educational community in Malaysia. A sample of 391 respondents and a structural model utilizing cross-sectional data from the first two quarters of 2024, was tested with structural equation modelling of Smart PLS 4.0. The research aims to analyze consumer behavioural responses regarding green purchasing behaviours through the serial mediation effects of intention and attitude, influenced by the input variables of environmental concern and monetary value on the green cognizance community of tertiary due to their inclusiveness to a new ideal. The study clarified the connections between monetary value and environmental concern, in shaping green purchase intention, attitude, and behaviour within the framework of planned behaviour theory. The empirical results show the purchase intention able to influence attitudes toward green products among the community with high environmental awareness. Empirical findings suggest that content marketing should increase emphasis on conveying a positive green message within a feasible marketing mix.