Influencing Factors on Eco-Consciousness Purchasing Behaviour among Students in Malaysia. A Study from Albukhary International University

Abstract

This study aimed to establish the relationship between environmental awareness and eco-conscious consumer behaviour of Gen Z consumers. A descriptive design was employed in the study via a Google survey to collect information of 102 Generation Z consumers. Descriptive and inferential statistical methods were applied to identify the factors that might influence the eco conscious buying behaviour of the consumers to the highest extent. It was found that an eco‑conscious buying behaviour was highly correlated with environmental impact, where moderate correlation was shown to imply that environmental factors explained a significant proportion of the variance in the purchase intentions. Along with that, cost also proved to be a significant deterrent to purchase of eco-friendly products, highlighting its strong impact on the eco conscious buying behaviour. Eco-friendly products awareness also emerged as a determinant factor that made participants willing to buy such products. Gen Z’s purchasing behaviour is primarily driven by environmental concerns, cost considerations, and eco product awareness.