The impact of social sustainability awareness and green trust on consumer buying behavior

Fang, Yu Mei (2024) The impact of social sustainability awareness and green trust on consumer buying behavior. Final Year Project, UTAR.

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Abstract

This study examines the impact of social sustainability awareness and green trust on consumer purchasing behavior in Malaysia, a country that is increasingly aligning with the global agenda of promoting sustainable consumption. Grounded in stakeholder theory and supported by an extensive review of existing literature, this research explores two pivotal relationships: the impact of social sustainability awareness and green trust on consumer behavior. The role of green trust as a critical determinant in shaping sustainable purchasing patterns. These relationships are analyzed to understand how consumers prioritize ethical and environmentally conscious choices in their decision-making processes. Employing a quantitative research design, data was collected from a diverse sample of 120 Malaysian consumers through an online, self-administered questionnaire. The findings reveal a significant and positive correlation between the independent variables which are social sustainability awareness and green trust and consumer purchasing behavior. Among these, green trust emerges as a more influential factor, indicating that consumers are more likely to support companies demonstrating transparent and sustainable management practices. This underscores the importance of building trust in fostering ethical consumption. The implications of this study extend across public policy, business strategies, and academic discourse. For businesses, the findings emphasize the value of integrating and promoting sustainable practices to attract ethically conscious consumers. Policymakers can leverage these insights to develop targeted campaigns and incentives that encourage sustainable consumer behavior. Furthermore, the study contributes to academic literature by highlighting the dynamics between social sustainability awareness, green trust, and ethical consumption. Keyword: Social Sustainability Awareness, Green Trust, Consumer Buying Behavior, Malaysia, Society

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