Ecological Conscious Behaviour In Malaysia: The Case Of Environmental Friendly Products

Nor Asiah Omar, Lokhman Hakim Osman, Syed Shah Alam, Abdullah Sanusi
School of Management, Faculty of Economics and Management, Universiti Kebangsaan Malaysia


As more people become aware of the destruction of natural resources, more are willing to purchase green products that are not harmful to the environment. This study aims to develop and test a model investigating how environmental concern, perceived consumer effectiveness and religiosity enhance ecological conscious behaviour (ECCB). Furthermore, this study will also examine the relationship between ecological conscious behaviour and purchase intention towards environmentally friendly products. A total of 211 questionnaires were collected from consumers of environmentally friendly products in Malaysia. The structural equation model that assessed the relationship between the proposed variables was tested using AMOS. This study found that religiosity, environmental concern and perceived consumer effectiveness has a significant positive influence on ecological conscious behaviour. In addition, the positive relationship between ecological conscious behaviour and purchasing intention towards environmentally friendly product were also significant. The results highlight the crucial role of ecological conscious behaviour in influencing purchase intention among consumers of environmentally friendly products.

Keywords: Perceived consumer effectiveness, Ecological conscious behaviour, Environmental friendly products, Religiosity, Intention