Factors influencing green consumerism behavior among Penangites

Environmental apprehension has demanded greater responsibility and consciousness amongst individuals to be sustainable in their everyday activities. To synthesize business strategy, it is essential to identify the factors that influence green behavior among consumers. The main purpose of this research is (1) to determine the factors that contribute to intention to green consumerism behavior; (2) to determine the mediating effect of intention on green consumerism behavior on factors contributing to green consumerism behavior and (3) to decide if there is a moderating effect of green advertisement on the relationship between intention to green consumerism and green consumerism behavior. This study consisted of six independent variables: moral norm, environmental concern, perceived knowledge, perceived environmental responsibility, subjective norm and perceived behavioral control, a mediator: intention to green consumerism, a dependent variable: green consumerism behavior i.e. purchase behavior, conservation behavior and recycle behavior and moderating variable, green advertisement. A total of 17 hypotheses were developed. Regression was used to analyze the mediation and moderation effect. The population was Malaysian consumers and a mall intercept survey using systematic random sampling yielded 387 respondents who had shopped in hypermarkets and supermarkets in Penang. The results showed 13 hypotheses being supported. Results showed moral norm, environmental concern, perceived knowledge, perceived environmental responsibility and subjective norm has a significant relationship to intention. Intention has a significant relationship to behavior however, intention did not mediate the relationship between the independent variables and behavior. It was also found that perceived behavioral control has a significant direct relationship with behavior. Moderating effect of green advertisement was significant, there was a quasi-moderation between intention and conservation behavior and intention and recycle behavior. The findings of this study while contributing to the body of knowledge, may also assist policy makers and marketers in their sustainability effor