Factors Affecting the Determinants of Green Purchase Behavior Among Employed Adults in Malaysia

To examine the factors influencing the green purchasing behaviour of employed Malaysians, this study collected data from 330 employed Malaysians and analysed it using a quantitative research approach and the Smart PLS4 partial least squares model consistent with the TPB theory. GPI and GPT had a positive impact on GPB, while GPA and PBC had a negative impact. GPI mediates the relationships between GPT, GPA, PBC, and GPB. This study can be utilised to promote environmentally conscious consumption and as a resource for government and business decisions regarding environmentally conscious consumption.