THE IMPORTANCE OF INTERNAL PSYCHOLOGICAL MOTIVATIONS IN PREDICTING GREEN PURCHASING BEHAVIOUR

Abstract

Adoption of green purchasing behaviour is vital for mitigating global climate change and environmental problem that happened in every part of the world. However, statistics showed that consumers’ attitudes to protect the environment are not synchronized with their actual behaviour. The limited availability of green products and limited knowledge among the consumers in Malaysia compared to the west has provided more opportunities to monitor the attitude and behavioural patterns of the consumers in this country. Moreover, waste segregation plan that has been implemented since September 2015 in Malaysia is a good starting point for the consumers to gradually embrace green purchases. Hence, these factors which include environmental attitude, environmental knowledge, and recycling participation in the aspect of waste segregation are worth for further investigation. The proposed conceptual model in this paper may serve as a foundation and useful guideline for future research to improve their studies.