The influence of environmental attitude, environmental knowledge, social influence and self-image on green purchasing intention

This paper studies the factors that influence green purchasing intention among young consumer. Respondents in this study were 384 students who were chosen from four public universities in Selangor. The main purpose was to identify the relationships between environmental attitude, environmental knowledge, social influence and self-image on green purchasing intention. The result shows that self-image was the most important predictor followed by environmental attitude, while social influence and environmental knowledge variables did not influence the green purchasing intention. Reward and recognition activities and implementation of specific marketing efforts are recommended as the focus of marketers in influencing green purchasing intention among youth