Green trust, environmental quality awareness, green self-efficacy, environmental attitude in influencing green purchasing behavior

• Main Author: Rosli, Nennie Trianna
• Format: Thesis
• Language: English
• Published: 2019
• Subjects: HF Commerce
• Online Access: http://eprints.utm.my/108148/1/NennieTriannaRoslanHassanPAHIBS2019.pdf.pdf; http://eprints.utm.my/108148/; http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:154246
• Institution: Universiti Teknologi Malaysia

The living resources ecosystem is consistently threatened by numerous environmental degradations whereas concerted salvaging efforts of the resources by organizations and marketers have not developed better customers' green purchasing behaviour significantly. Although the Environmental Performance Index proved to be of enormous importance, it is neither taking account of affecting people's sensitivity level nor does it guarantee to make them act on it. Furthermore, there is apparent comprehensive evidence on available antecedents to measure the customers' awareness of environmental quality. With this in mind, this study attempts to address the attitude­behaviour gap by conceptualizing the possible constructs of Environmental Quality Awareness (EQA). Two major theories were adapted; namely the Theory of Planned Behaviour and the Stimulus Organism Response Theory to explain green trust, environmental quality awareness, green self-efficacy and the mediating role of environmental attitude in order to understand the customers' green purchasing behaviour. The research collected 321 usable data through questionnaire from Malaysian respondents who are aware of and use household technology products. The data was analyzed using Partial Least Square - Structural Equation Modeling (PLS-SEM) method. The result indicated that 70% of the EQA integrated constructs framework is supported; namely the relationship of EQA and green self-efficacy towards environmental attitude and the relationship of green trust, green self-efficacy and environmental attitude towards green purchasing. Additionally, the mediator role of environmental attitude also supported the relationship between EQA and green self-efficacy towards green purchasing behaviour. The remainder 30% of the framework showed non-supportive hypotheses; the relationship of green trust towards environmental attitude, the relationship of EQA towards green purchasing and the mediator role of environmental attitude between green trust and green purchasing behaviour. In conclusion, this empirical research has contributed to the EQA novelty that essentially gives the body of knowledge and marketers a better understanding of broad and complex customers' behaviour spectrum in purchasing green products that will then provide resolutions for better environment sustenance