Relationship between the determinants of environmentally conscious consumer behaviours and consumers environmetalism: a study on customers in Kota Kinabalu, Sabah

In this study, the researcher attempts to study the relationship between determinants of environmentally conscious consumers' behaviour such (i) Consumers Self-Actualization, (ii) Innovativeness, (iii) Materialism, (iv) Social Desirability, and (iv) Consumers Susceptibility to Interpersonal Influence and (v) demographics with Consumer Environmentalism. This study consists of several chapters. In the findings part of the study, the overall result implied that consumer environmentalism in Malaysian context which is represented by consumers in Kota Kinabalu is still moderate. Limitations such as problems with respondents, the scope of the study and the variables used have been identified in the study. As such, few directions for future research have been proposed in the final chapter of the paper. In a nutshell, , this study basically has discussed the level of environmental concerns among consumers in Malaysian context, particularly in Kota Kinabalu, Sabah by adapting some of the hypotheses proposed in the original study since this study is a replication from Western study on environmental aspects.