期刊名称：International Journal of Business and Management
印刷版ISSN：1833-3850
电子版ISSN：1833-8119
出版年度：2015
卷号：10
期号：12
页码：234
DOI：10.5539/ijbm.v10n12p234
出版社：Canadian Center of Science and Education
摘要：This paper aims to examine the influence of environmental values on green purchase behaviour through environmental attitude only, green purchase attitude only, or a combination of both from Malaysian consumers’ perspectives. The result shows that the unidimensional structure of environmental values from the combination of altruistic and biospheric values does not directly influence green purchase behaviour. It demonstrated an indirect effect on green purchase behaviour via environmental attitude (two-path mediated effect) as well as through a combination of both environmental attitude and green purchase attitude (three-path mediated effect). A specific attitude towards green purchases acts as a better predictor of green purchase behaviour, as compared to the general attitude towards the environment. This offers a useful insight to the practitioners in better formulating and implementing marketing strategy to go green in Malaysia.
其他摘要：This paper aims to examine the influence of environmental values on green purchase behaviour through environmental attitude only, green purchase attitude only, or a combination of both from Malaysian consumers’ perspectives. The result shows that the unidimensional structure of environmental values from the combination of altruistic and biospheric values does not directly influence green purchase behaviour. It demonstrated an indirect effect on green purchase behaviour via environmental attitude (two-path mediated effect) as well as through a combination of both environmental attitude and green purchase attitude (three-path mediated effect). A specific attitude towards green purchases acts as a better predictor of green purchase behaviour, as compared to the general attitude towards the environment. This offers a useful insight to the practitioners in better formulating and implementing marketing strategy to go green in Malaysia.
