Sustainable shopper: linking ESG with shopping carts

Look, Julia Hui Sian (2024) Sustainable shopper: linking ESG with shopping carts. Final Year Project, UTAR.

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Abstract

This research is aimed to investigate the relationship between factors of ESG and theory of planned behavior (TPB) on perceived green consumer behavior. This study has focused on university students that pursuing their education in Malaysia. A total of 258 students have been collected, but 249 responses are the valid respondents. Survey questionnaire has been distributed through convenience and snowball sampling. Apart from that, questionnaire has been posted and distributed through social media to reach a large audience. The independent variables that consisted in this research would be perceived environment importance, perceived social importance, perceived governance importance, attitude, subjective norms and perceived behavior control. While the dependent variable would be perceived green consumer behavior. Analytical techniques that have been used to analyze the data are descriptive analysis, inferential analysis, correlation analysis and multiple regression analysis. As a results, all the independent variables are having positive relationship with the dependent variable. In which, subjective norms are the variable that can affect students’ behavior positively and significantly. This research has been wrapped with discussion, implications, limitations and suggestion for the future studies. Keywords: ESG, TPB, perceived green consumer behavior, university students, green products

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