Antecedents of Malaysian Consumer’s Green Practices

Document Type : Original Article


Graduate School of Business, National University of Malaysia (UKM), Malaysia.


The paper presents critical dimensions namely; attitude, subjective norms, perceived control on the green practices concepts (reducing waste, reuse of materials and recycling. This study aims to explore the antecedents of Malaysian consumer’s green practices. Descriptive research design was used in this study and it is quantitative in nature. A total of 315 individuals participated in this study. Data was analyzed by using SPSS software through frequency distributions, mean and standard deviations. Regression analysis was used to test the hypotheses and correlation analysis was run to examine the relationship between tested variables. The result of regression analysis revealed that “Perceived control” and “attitude” were influential factors to practice green concepts (Reduce, Reuse and Recycle). Based on the findings, marketers should give adequate consideration to these factors to attract customers. It is recommended that future research should utilize a larger sample size and enlarge the study scope to include other countries in order to compare green practice concept in those countries.