Green purchase behavior among bumiputra's staff at Inland Revenue Board of Malaysia, Kuching Branch: the roles of awareness, knowledge, pricing and advertising influences / Dayang Huzemah Awang Bujang

Going green means different things to different people. Sustainable living, green living and organic living are basically derived from the same concept. The major problem of our present world is environmental degradation. To combat this problem, we need environmentally sensitive and aware people. To respond effectively and efficiently to the environmental sustainability challenge, an important role can also be played by companies, through appropriate advertisement and promotion. The marketing strategies and innovative operations on green processes and product development could help increase the consumed of Green product. The researcher used various statistical analyses, investigates the demographic, factors might influenced the purchase behaviour of consumers who are willing to pay more for environmentally friendly products. Consumer choices reflect not only price and quality preferences but also social and moral values, as witnessed in the remarkable growth of the global market for organic and environmentally friendly products. Many things have to be considered before purchasing the product such as how efficiently does it work? Is the market now full of more energy efficient choices? Was the price affordable? Does the advertisement telling the truth? Based on the finding outcomes, the role of awareness, knowledge, pricing and advertising influences has significant impact to purchase behaviour and patterns. Finally, few recommendation was made to awoken to the realities of just how environmental problems are now being considered and recognized as the most important issues in socioeconomics activities such as encourage people to bought more Green Product and informing or educating consumers about the important in keeping healthy lifestyle.