%0 Journal Article
%T Going Green: Survey of Perceptions and Intentions Among Malaysian Consumers
%A Golnaz Rezai
%A Phuah Kit Teng
%A Zainalabidin Mohamed
%A Mad Nasir Shamsudin
%J International Business and Management
%D 2013
%I 
%R 10.3968/j.ibm.1923842820130601.1125
%X The movement of going green is getting more popular since consumers are increasingly aware about environmental issues and are starting to alter their purchasing behavior to a more environmentally friendly way. Thus, the objective of this study is to investigate Malaysian consumers¡¯ perceptions and intentions towards going green. Descriptive statistics, independent t-test analysis and a binary logistic model were used to analyze the data. The results show that socio-demographic variables such as education levels and age have a significant effect on consumers¡¯ perceptions as well as their attitude towards going green and becoming environmentally friendly. The results also show that subjective norms (environmentalists and the green society) are important determinants of consumers¡¯ intention to go green. Key words: Binary logistic model; Consumer perception; Going green; Intentions; Malaysia
%K Binary logistic model
%K Consumer perception
%K Going green
%K Intentions
%K Malaysia
%U http://cscanada.net/index.php/ibm/article/view/3254