Factors affecting consumers’ green product purchase decisions

The environment issue has become a great concern for the government, societies, as well as business organization all around the world. in addition, consumer can be seen as one of the biggest contributors to the deterioration of the environment. Thus, consumer are begging to take into action in order to reduce the environmental problems by considering the green production options. Thus this research is aim to study the factors affecting consumers’ green product purchase decision. The drivers of the green product purchase decision would be supporting environment protection, driver for environment responsibility, and interpersonal influence. There are three hypotheses constructed in this research. 384 questionnaire were distributed at the Putrajaya, Malaysia. The data collected were analysed using the Statistical Package for Social Science (SPSS). Result from this study shows that all the independent variables have the significant impact on the dependent variables. Recommendation for future research has also been concluded.