Young consumers’ intention towards future green purchasing in Malaysia

Green marketing is all about marketing products that are considered environmentally safe. It
involves practicing a lot of activities related to product modification, product packaging, and
even advertising. Green marketing also refers to holistic marketing concept in which it
involves production, marketing, consumption and product disposal in a way that is less harmful to the environment. The purpose of this study is to examine the influence of price, time, knowledge, satisfaction, eco-label, and social influence on the intention of future green
product purchasing among young Malaysian. The measurement of the factors is adopted from
past studies for the following variables: price, time, knowledge, satisfaction, eco-label and social influence. The sample size of this study is 250 samples. This study used SPSS 15.0 to analyze the data. The results of this study showed that price, time, and social influence have a relationship with young consumers‟ intention to purchase green products, however
knowledge, satisfaction, and eco-label had no influence, discussions of the analysis are
provided in the study