Abstract:

This study investigates consumers’ green purchase intention focusing on young consumers in Malaysia. From literature, several research dimensions are identified, which include environmental attitude, environmental concern, perceived seriousness of environmental problems, perceived consumer effectiveness and social influence. Each of the said dimensions was measured using a questionnaire from 274 Young Malaysians (YM). Findings show environmental concern and social influence as the most influential determinants of YM’s green purchase intention. The study proceeds to discuss other insights gathered in the study, presents recommendation and suggestions for future studies in the area