Abstract:

Concern for the environment has been growing over the years. One area for concern is the awareness towards green product. A number of studies have been done on the green product purchase decision. However, limited studies have been done from the Malaysian perspective.  Therefore, this study aims to examine the factors influencing consumers’ green product purchase decision of Malaysian consumers. The respondents are Malaysian adults and data was collected from 181 respondents. The factors studied include social influence, green product experience, supporting environmental protection, drive for environmental responsibility and attitudes toward green purchasing. The result indicates social influence, green product experience, drive for environmental responsibility and attitudes toward green purchasing are influencing the green products’ purchase decision. Therefore, marketers of green product should focus on these factor in order to encourage increase in purchase of green products.