Consumer green behaviour: An approach towards environmental sustainability

Muhammad Shahid Khan, Poramet Saengon, Amr Mohammed Nasser Alganad, Duangkamol Chongcharoen and Muhammad Farrukh

Sustainable Development, 2020, vol. 28, issue 5, 1168-1180

Abstract: Latest report of NASA claims that planet average surface temperature has risen about 1.62°F since the late 19th century because of increased human‐made emissions into atmosphere. Due to recent COVID‐19 pandemic, this planet is getting relief from pollution, as Wright stated that the sudden fall in pollution is observed in India, a country having world's 30 most polluted cities, similarly Gohd stated that satellite track emissions drop over china during this coronavirus outbreak. These facts showing, human is responsible to increase the pollution in this planet, therefore current study aims to test a model which can help in changing consumer behavior into consumer green behavior. A significant trend has been observed towards the recognition of the strategic importance of protecting the environment by enforcing laws. These kind of efforts are in favor of reducing consumption of plastic bags, and the need for practical and rapid measures to reduce the amount of plastic waste has increased, especially nylon bags, has increased. However, plastic bags are still the most common and used by many individuals, who prefer them to others to put their needs and belongings and their various purchases, or to save their food and drink because of its ease. Data were collected from shoppers at Cyberjaya (Malaysia) and Bangkok (Thailand). Findings indicate that knowledge and attitude have a significant and positive impact on consumer green behavior; the study also identified that the ban on plastic bags also has a significant and positive influence on consumer green behavior. This more considerable influence shows the need for such governmental interventions to moderate consumers' environmentally unfriendly behavior, and we cannot merely rely on consumers' acknowledgement of understanding the danger.

Date: 2020
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