Factors influencing green purchase intention among university students

This paper aims to investigate the relationship between environmental concern, social influence, self-image and moderating effect of demographic factors (gender and ethnic group) on green purchase intention among university students in Kota Kinabalu. A total of 195 respondents were surveyed through the self-administered questionnaire approach. The relationship between environmental concern, social influence, selfimage and green purchase intention were tested with multiple regression analysis. Meanwhile, the moderating effect of gender and ethnic group was examined using hierarchical regression analysis. The result revealed that environmental concern and self-image showed positive significant relationship toward green purchase intention. This paper suggests that more attention should be given to encourage green purchasing behaviour in Malaysia, especially among the young generation in Sabah