Determinants of green product buying decision among young consumers in Malaysia

Christine Nya Ling Tan, Adedapo Oluwaseyi Ojo, Ramayah Thurasamy

Research output: Contribution to journalArticlepeer-review

48 Citations (Scopus)


Purpose: This study aims to investigate the factors, which may potentially influence green product buying decision among young consumers in Malaysia. Design/methodology/approach: A perceived lack of intention to buy green products observed among the Malaysian Generation Young consumers has sparked the interest to carry out this study. With the aid of structured questionnaires, data were collected from a total of 217 respondents, between 18 and 25 years of age. Findings: The results of data analysis indicated that environmental consciousness, eco-label, price and advertising were significant predictors of green product buying behaviour. Contrary to the hypothesis, attitude was not a significant predictor of green buying behaviour among young consumers. The implications of these findings and directions for future research are outlined at the end of this paper. Originality/value: This study offers empirical insights from the perspective of an emerging economy on the determinants of green products buying behaviour among young consumers.

Original languageEnglish
Pages (from-to)121-137
Number of pages17
JournalYoung Consumers
Issue number2
Early online date19 Jun 2019
Publication statusPublished - 25 Jun 2019
Externally publishedYes

Bibliographical note

Publisher Copyright:
© 2019, Emerald Publishing Limited.


  • Young consumers
  • Green marketing
  • Malaysia
  • Pro-environmental behaviour
  • Green product
  • Buying decision

ASJC Scopus subject areas

  • Economics, Econometrics and Finance (miscellaneous)
  • Life-span and Life-course Studies


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