Abstract
The paper examines the influence of general environmental attitude, specific green purchase attitude, and the perceived consumer effectiveness on green purchase behavior (GPB). A total of 201 completed questionnaires from undergraduate students in a private university in Malaysia were obtained. The result indicated that all the variables were significantly correlated to GPB with green purchase attitude showing the highest correlation with GPB. Analysis from the stepwise regression highlighted that only green purchase attitude and perceived consumer effectiveness were significant predictors to GPB with 11.2% and 5.8% respectively. Environmental attitude however was not a significant contributor. The findings confirmed the notion that specific attitudinal variable is a better predictor than general attitudinal variable in explaining specific consumer behavior. Theoretical and managerial implications were discussed.
| Original language | English |
|---|---|
| Pages (from-to) | 559-567 |
| Number of pages | 9 |
| Journal | Australian Journal of Basic and Applied Sciences |
| Volume | 5 |
| Issue number | 8 |
| Publication status | Published - Aug 2011 |
| Externally published | Yes |
Keywords
- Environmental attitude
- Green marketing
- Green purchase attitude and behavior
- Perceived consumer effectiveness