Green Products Buying Behaviour and General Environmental Beliefs

This paper is intended to study on the influential factors in encouraging buying green products behaviours. Variety of explanatory theories on green consumer behaviour have been put forward in identifying the green consumer however, they
do not explains how such relationship is translated into buying decision. The main purpose of this study is to investigate the relationship on demographics factors and
environmental beliefs in determining consumer's buying green products behaviours. The demographics factors identified in this study would be the age and level of study as to make comparison with previous study. While, the environmental beliefs in each individual subject was measured using the HEP-NEP General Environmental Beliefs questionnaires and the green product buying behaviours were measured using the Ecological Conscious Consumer Behaviours questionnaire. Results have showed that only consumers who have green beliefs would have significant positive relationship toward buying green product behaviours, while age group would have difference of means in the green products buying behaviour. The rests of the demographics factors (gender and level of education) showed insignificant
differences. It is hoped that with this study, the marketer would able to customise their marketing strategies and to create a greater environmental awareness by initiating greener believer.