ENVIRONMENTAL RESPONSIBILITY TOWARDS GREEN PURCHASE AMONG STUDENTS

The main purpose of this study is to determine the influence of green purchase attitude, environmental concern and perceived environmental responsibility towards green purchase intention amongst UPM’s students. A total of 150 respondents from two faculties in Universiti Putra Malaysia were participated in the present study and were selected through systematic random sampling. A self-administered questionnaire was used as a tool for data collection to measure attitude towards green purchase, environmental concern, perceived environmental responsibility and green purchase intention. The result descriptively showed that slightly more than half of the respondents were reported as having positive attitude towards green purchase, high level of perceived environmental responsibility and green purchase intention. However, the majority of the respondents were grouped in low level of environmental concern category. Additionally, the results from Pearson correlation analysis have indicated a significant positive relationship between green purchase attitude, environmental concern, perceived environmental responsibility and green purchase intention. Besides, multiple regression analysis reported that the most influential factor that predicts respondents’ green purchase intention was an attitude towards green purchase. Finding from this study is beneficial to the marketer and government as it helps them to have a better understanding of factors that motivate consumer’s green purchase intention.

Keywords: Green Purchase Intention; Attitude; Perceived Environmental Responsibility; Environmental Concern

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