Young consumer's purchased intention toward green products in Malaysia

Chin, Zhi Qian (2026) Young consumer's purchased intention toward green products in Malaysia. Final Year Project, UTAR.

PDF Download (1062Kb)

Abstract

This study examines the factors influencing purchase intention toward green products among young consumers in Malaysia, particularly university students and young working adults. In recent years, increasing environmental concerns such as climate change, pollution, and sustainability issues have encouraged the growth of green products in the market. However, despite the rising awareness of environmental issues, a gap still exists between consumers’ positive attitudes and their actual purchasing behaviour. This study adopts a quantitative research approach, and data were collected through a structured questionnaire distributed to young consumers in Malaysia. The collected data were analysed using Jamovi statistical software, including descriptive analysis, reliability testing, correlation analysis, and multiple linear regression. The study examines the influence of environmental awareness, green marketing efforts, perceived value, perceived consumer effectiveness, and purchase barriers on purchase intention. The findings reveal that environmental awareness and perceived value have significant positive effects on purchase intention, while green marketing efforts, perceived consumer effectiveness, and purchase barriers were found to be insignificant. These results highlight the importance of internal factors in shaping consumers’ purchase intention toward green products. Overall, this study contributes to a better understanding of green consumer behaviour among young consumers in Malaysia and provides useful insights for businesses and policymakers in promoting sustainable consumption. Keywords: Green Products, Purchase Intention, Environmental Awareness, Perceived Value, Young Consumers

Actions (login required)