The Mediating and Moderating Role of Green Consciousness Communities on ESG Purchase Behaviour

The retailer's green investment is reflected in various retailer initiatives driven by replacing single-use plastic bags with reusable goodies for generating less retail waste. The sustainable item may be reused through recycling at an additional cost. It is environmentally beneficial, producing minimal carbon emissions and capable of mitigating different retail waste treatment burdens. This study seeks to provide a framework for identifying consumer behaviour related to green products by examining the purchase habits of individuals in the environmentally conscious community in Malaysia. By utilising a sample of 384 respondents, it seeks to analyse and determine the behavioural responses of consumers that exhibit relatively higher environmental awareness and literacy across the country's community. The study clarified the connections between monetary value, environmental concern, and retailer green investments in relation to green purchase intention and behaviour within the framework of planned behaviour theory. The empirical results show that intentional factors influenced the behaviour of purchasing green products among the community with high environmental awareness. Finally, the positive relationship between green product purchase intention and green purchase behaviour is significantly moderated by retailers' green investment. In general, consumers are willing to consume green products with the expectation of additional costs commensurate with increased retailer green investment.