Green Awareness Effects on Consumers' Purchasing Decision: Some Insights from Malaysia

Consumers' awareness on products marketed in green marketing is important in guiding their purchasing decision of green products. This study aims to examine the influence of consumers' environmental concerns, awareness of green product, price and brand image on their purchasing decision of green products. A total of 200 completed responses were collected in the survey. Responses were randomly drawn from students in a public university in the Federal Territory of Labuan, Malaysia. Their participation was purely voluntary. Results via multiple regressions authenticated that consumers' awareness of price and brand image significantly influences their purchasing decision of green products. A person having some concern for the environment and its brand image would have a stronger preference to buy a green product. Findings could provide fruitful insights for environmental sustainability. * Norazah Mohd. Suki is currently an associate professor with the Labuan School of International Business and Finance, Universiti Malaysia Sabah, Labuan International Campus. She has taught various subjects to undergraduate and postgraduate students. Her research interests include Electronic Marketing, E-Commerce, M-Commerce, Consumer Behaviour, Mobile Learning and areas related to Marketing. She has presented and published her research papers in national and international conferences. She actively publishes and reviews articles in indexed journals. She is also an author and editor to several books. Norazah has sound experiences as a speaker to public and private universities, government bodies on courses related to Introduction to Structural Equation Modeling, Advanced Structural Equation Modeling, Fundamental Data Analysis Using Statistical Package for Social Sciences (SPSS) and Research Methodology. IJAPS, Vol. 9, No. 2 (July 2013) Norazah Mohd Suki 50