Opportunities for Green Marketing in Malaysia

This research explores the factors that influence consumer behavior on buying green products. More specifically, this study examines the eight dimensions such as social influence, environmental attitude, environmental concern, perceived seriousness of environmental problems, perceived environmental responsibility,perceived effectiveness of environmental behavior, concern for self image in environmental protection on the green purchasing behavior of students from around the Malaysia. The total of 200 questionnaires was distributed. Pearson correlation test showed that social influence, environmental concern, perceived seriousness of environmental problems, perceived environmental responsibility and perceived consumer effectiveness of environmental behavior factors that determine green purchasing behavior of consumers respectively. In this relation, there are a good sign of opportunities for green marketing expanded in Malaysia.