Green Consumerism: Does Attitude Influence Behaviour?
This empirical paper investigates the relationship between consumers environmental affect, verbal commitment and environmentally responsible behaviour, from a Malaysian perspective. Quantitative research methodology was used and data was collected with the aid of a questionnaire developed with inputs from Maloney and Ward scale and ECOSCALE. The findings based on Structural Equation Modelling demonstrated a strong positive relationship between affect, verbal commitment and actual purchase. The results of this study will help marketers to better understand the environmental behavioural patterns of the consumers which in turn will help them to formulate appropriate green marketing strategies.
Green Marketing Ecology Environmental behaviour Environmental Attitudes Malaysia
Praveen Balakrishnan Nair Yalini Easvaralingam
School of Business and Design Swinburne University of Technology Sarawak Campus Faculty of Business and Accountancy INTI International University Malaysia
国际会议
上海
英文
291-294
2011-03-11（万方平台首次上网日期，不代表论文的发表时间）