Factors that influencing green purchasing behaviour towards ecological product among Universiti Malaysia Perlis (UniMAP) students

Nowadays, numerous activities have been conducted by all the people and government to support green concept. However there is still exist issue regarding the environment occur in Malaysia such as the cost of waste management from 2016 to 2017 are keep increasing from RM200 million to RM250 million. There were three objectives in this research that are (1) To examine the social influence effecting green purchasing behaviour towards ecological product; (2) To examine the environmental concern in influencing green purchasing behaviour towards ecological product; (3) To examine the environment attitude in influencing green purchasing behaviour towards ecological product. To complete this study, researcher used Theory of Planned Behaviour (TPB) to underpinning the study. Primary data were collected through questionnaire by using 5-point likert scale in order to investigate our research objective. 268 sets of questionnaire were collected from University Malaysia Perlis (UniMAP) students. The SPSS was used to analyse the descriptive analysis, reliability test, multiple regression and Pearson correlation analysis. The result show that the there are two significant factor that influence green purchasing behaviour towards ecological product among students that is social influence and environmental attitude but not significant factor is environmental concern. Thus, this study also suggested future research could be done, whereby researcher could get larger sample size and by doing sample using actual purchaser of ecological product to improve the understanding of green purchasing behaviour.