Environmentally Conscious Behavior among Malaysian Consumers: An Empirical Analysis (Tingkah Laku Keprihatinan Terhadap Alam Sekitar dalam Kalangan Pengguna Malaysia: Satu Analisis Empirikal)

Zuraidah Ramly, Nor Hashima Hashim, Wan Kalthom Yahya, Siti Aishah Mohamad

Abstract


This paper aims to investigate the influence of demographic and psychographic variables on environmentally conscious consumer behavior (ECCB) in the context of Malaysian consumers. A survey was developed and administered, generating a total sample of 319 respondents across the country. The preliminary results indicated that all of the variables examined were significantly correlated to ECCB, except for income. Later, the analysis from the regression highlighted that only age, gender and perceived consumer effectiveness (PCE) were significant predictors to ECCB. The findings confirmed that, in terms of psychographic variables, PCE has been proven to be more accurate and significant determinant than environmental concern (EC) for segmenting and explaining different segments and characteristics of pro-environmental behavior. These findings may assist Malaysian policy makers in formulating actionable decisions related to environmental education and protection. The finding also allows marketers to use marketing and awareness-raising campaigns to encourage consumers to choose environmental friendly products.


ABSTRAK
Kajian ini dijalankan bertujuan untuk mengkaji pengaruh faktor demografi dan psikografi ke atas tingkah laku keprihatinan pengguna terhadap ekologi (ECCB) dalam konteks pengguna Malaysia. Satu tinjauan telah dilakukan terhadap sampel kajian yang berjumlah 319 orang pengguna di seluruh negara. Hasil awal kajian mendapati semua faktor mempunyai hubungan yang signifikan terhadap ECCB, kecuali pendapatan. Kemudian, analisis daripada regresi menunjukkan hanya faktor umur, jantina dan keberkesanan kesedaran pengguna (PCE) merupakan petunjuk yang signifikan terhadap ECCB. Hasil dapatan mengesahkan bahawa bagi faktor psikografi, PCE telah terbukti lebih tepat dan signifikan daripada keprihatinan terhadap alam sekitar (EC) untuk segmentasi dan menerangkan segmen yang berbeza serta ciri-ciri tingkah laku pro alam sekitar. Hasil kajian ini dapat membantu penggubal dasar di Malaysia untuk membuat keputusan yang berkaitan dengan pendidikan dan perlindungan alam sekitar. Hasil kajian ini juga membolehkan pihak yang terlibat dalam pemasaran untuk menggunakan strategi pemasaran dan kempen meningkatkan kesedaran untuk menggalakkan pengguna memilih produk mesra alam.


Keywords :Conscious Behavior; Malaysian Consumers


Full Text:

PDF

Refbacks

  • There are currently no refbacks.


DISCLAIMER

The editors and publisher of Jurnal Pengurusan have made every possible effort to verify the accuracy of all information contained in this publication. Any opinions, discussions, views and recommendations expressed in the article are solely those of the authors and are not of Jurnal Pengurusan, its editors or its publisher. Jurnal Pengurusan, its editors and its publisher will not be liable for any direct, indirect, consequential, special, exemplary, or other damages arising therefrom.