The Influence of Green Behaviour Using Theory of Planned Behaviour Approach: Evidence from Malaysia

Osarodion Ogiemwonyi, Amran Harun, Mohammad Imtiaz Hossain and Asif Mahbub Karim

Millennial Asia, 2023, vol. 14, issue 4, 582-604

Abstract: The study focuses on the influence of green behaviour based on the theory of planned behaviour (TPB). A conceptual model has been developed from TPB with additional factors linking green behaviour. A quantitative research method has been adopted. The data is gathered from a survey which has been administered by distributing questionnaires to 280 green consumers in Kuala-Lumpur, Malaysia. The data has been processed vis-Ã -vis the assessment of measurement and structural model using SmartPLSver3.0. The study contributable examines the role of predictive factors and how it influences green behaviour. Perceived behavioural control (PBC) and attitude dimensions are included as suggested by TPB. The results show that attitude and green culture positively influence green behaviour in TPB; whereas, PBC and awareness show no influence. The study shows the path to translate green culture and attitude to validate the TPB model. While the findings on green culture conform earlier studies, and indicate for a mixed collectivist society like Malaysia; where people showcase their belief while embracing green behaviour. The study further provides an insight to policymakers on how to increase awareness and improve progressive pedagogy on green behaviour.

Keywords: Green behaviour; green culture; awareness; theory of planned behaviour (TPB); green products (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:sae:millen:v:14:y:2023:i:4:p:582-604

DOI: 10.1177/09763996221080508

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