The Influence of Brand Perceptions and Consumer Behavior on Green Lifestyle Adoption in Malaysia: An Empirical Study

This study explores the factors affecting Malaysian consumers' adoption of green lifestyles, emphasizing brand credibility, loyalty, expertise, environmental awareness, and value perception.It aims to offer insights for businesses to develop effective green marketing strategies that promote sustainable consumer behaviour.This study adopted a quantitative research design, utilizing an online survey distributed to 400 Malaysian respondents through purposive sampling.Participants were selected based on their active engagement in green lifestyles or interest in eco-friendly products.Data analysis was conducted using SPSS, incorporating descriptive and inferential statistics, including correlation and multiple regression analysis.The results indicate strong relationships between brand credibility, loyalty, expertise, and the adoption of green lifestyle choices.Additionally, environmental awareness and consumer value perception play key roles in driving eco-friendly behaviours.The findings suggest that building brand trust and making authentic green claims can effectively encourage consumers to adopt sustainable practices.This study expands the limited research on green consumer behaviour in Malaysia by applying the Theory of Planned Behavior (TPB) and the Customer Perceived Value (CPV) model within green marketing.It provides practical recommendations for businesses and policymakers to encourage sustainable consumption through strategic branding and marketing that align with consumer values and environmental concerns.