ENVIRONMENTAL CONSCIOUSNESS AND GREEN CONSUMER BEHAVIOUR IN MALAYSIA’S PETROLEUM INDUSTRY: UNPACKING THE ATTITUDE–BEHAVIOUR GAP AND THE ROLE OF PERCEIVED VALUE

Abstract

This study examines the relationship between environmental consciousness (constituents of environmental awareness, environmental concern, and environmental attitude), perceived value, and purchasing behaviour for green personal care products among employees working in the petroleum industry in Malaysia. This study adopted a quantitative research design, and 94 respondents provided the data through structured questionnaires that were administered to executive-level employees in three major petroleum companies in Malaysia. The findings showed definite relationships exist between purchasing behaviour and environmental awareness, concern, and attitude. However, the proposed mediating role of value was not substantiated. This finding suggests that while employees with an environmentally conscious inclination do purchase green personal care products, the perceived value does not at all impact or qualitatively explain this behaviour.  Article visualizations