What motivates consumers to choose environmentally friendly products? A recent study published in the conference proceedings of the International Conference on Business and Technology (ICBT 2023) explores this question, focusing on the purchasing habits of employed adults in Malaysia. Co-authored by Tin Fah Chung from SEGi University, the research sheds light on the factors that influence green buying decisions.
The study, which surveyed 330 employed Malaysians, reveals that access to reliable information and trust in green products play a significant role in encouraging eco-conscious shopping. However, limited product availability and a perceived lack of control over purchasing choices can hinder these efforts.
Interestingly, the research highlights the crucial role of information as a mediating factor. When consumers have access to clear, trustworthy information about green products, it strengthens the positive impact of trust and mitigates the negative effects of limited availability and perceived lack of control.
These findings offer valuable guidance for businesses and policymakers seeking to promote sustainable consumption in Malaysia. By focusing on providing readily available information about green products and building consumer trust, they can encourage more environmentally responsible purchasing habits.
The full paper, “Factors Affecting the Determinants of Green Purchase Behavior Among Employed Adults in Malaysia,” can be found in the conference proceedings of ICBT 2023, part of the Lecture Notes in Networks and Systems book series.
This initiative aligns with the United Nations Sustainable Development Goals, specifically:
- SDG 12: Responsible Consumption and Production – By investigating the factors that influence green purchasing behavior, the research promotes sustainable consumption patterns and encourages the development and use of environmentally friendly products.