Consumer Perception of Green Issues and Intention to Purchase Green Products

The objectives of this study is to examine consumer’s perception towards green issues, to examine factors that influence green purchasing intention and to examine factors related to usage of recycle bags. The respondents in this study comprised of 170 university students. The study reflects that young Malaysian customers displayed positive attitudes towards environmental protection issues and usage of recycling bags. “Perceived environmental responsibility” dimension, recognized as the top predictor of green purchasing intention followed by “Social influence”. The third most important predictor is “Concern for self-image”. It is recommended that future research should utilize a larger sample size and enlarge the study scope to include other countries in order to compare their attitude towards green issues and green purchasing behaviour.