Marketing

J. Basic. Appl. Sci. Res., 2(6)5534-5544, 2012
© 2012, TextRoad Publication

ISSN 2090-4304
Journal of Basic and Applied
Scientific Research www.textroad.com Study of Factors Affecting Young Consumers to Choose Green Products
Dr. Mohammad Reza Iravania, Mohammad Sadeghi Zadehb, Amirreza Foroziac,
Norsida shafaruddind, Hamidreza Mahroeiane a Assistant Professor, Department of Social Work, Islamic Azad University Khomeinishahr Branch, Daneshjou
Blvd, Iran b,c,e MBA(GM) Graduate, Faculty of Management, Multimedia University, Cyberjaya, Malaysia d Senior Executive at SYABAS, Pursuing MBA(GM) at Multimedia University, Cyberjaya, Malaysia

ABSTRACT
Green concept and green marketing had an exponential growth over the last decades and it had a significant impact on the market and environment globally. Following a widespread review of existing literature, this study has adopted the TPB model by Ajzen, 1991. The relevant behavioral theories regarding consumer behavior and more specifically purchase intention have been reviewed. Findings of the research have been explored, demonstrating that all the adopted variables namely; consumer belief, social influen ce, environmental attitude, and perceived quality of green product significantly and positively influence the green purchasing intention of young Malaysian consumers and are considered significant predictors. Moreover, limitations and contr ibutions of the study have been discussed. Finally, the marketing implications as well as recommendations support th e importance of the adopted variables as having a significant impact on the purchasing intention of gr een products among young Malaysian consumers.
KEYWORDS: Malaysian consumers, Greenmarketing, purchase, products
INTRODUCTION
The concept of green environment is currently a very important concept to marketers (Barua
Promotosh, Islam Md. Sajedul, 2011). It was noted by Promotosh and Sajedul, 2011, that the environmentalism
perception

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