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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 and green consumerism has not been significantly important before the mid-1980s. The green concept and movement was initiated from Great Britain where green consumerism has been formed as the result of the company’s increased degradation and harm to the environment. Therefore, the concept of green marketing has been spread in the whole of Great Britain. Thus, eco-friendly marketing concepts spread beyond the Great Britain boundary.

Green purchasing refers to sustainable procurement which is defined as a procedure whereby the organizations’ needs for services, goods and utilities are pleasantly gratified and the perceived value creates benefits for organization, society and the economy while reducing damage to the environment (Tan Booi Chen; Lau Teck Chai, 2010). Moreover, Green marketing refers to development and improvement of pricing, promoting and distributing the products which do not damage the environment (Friel, 1995). The more complete definition of Green purchasing is employed by the International Green Purchasing Network (IGPN) that refers green purchasing (GP) to the purchase of any product and service that provides the same function as other products while leads to a less environmental hazard and reveals social responsibility and ethics with a similar price (Tan Booi Chen; Lau Teck Chai, 2010)

To maximize the possibility of purchasing a green product or service and to be eligible as a GP activity, quality, cost, functions, and its environmental, social and ethical aspects need to be in the proper balance (Michael Jay Polon sky, Philip J. Ro Senberger III, J. Ott man, 2010). To achieve such goals, suppliers should be screened throughout the value chain; this implies new practices such as the screening of suppliers throughout the value chain to ensure the conformity with labor laws. Furthermore, social and ecological criteria need to be employed into technical specifications in the bidding documents (Michael Jay Polon sky, Philip J. Ro Senberger III, J. Ott man, 2010)....
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