Factors Influencing Malaysian Universities Students’ Biodegradable Products Purchasing Behaviour

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Dr. Arun Kumar Tarofder, Abby Nur Faiqah Binti Mohd. Imran Yeap, Sharifah Ameera Binti Syed Afendy Afendy, Mohammad Danial Bin Zulrushdil

Abstract

Drastic increase in global economies is the reason for the growing trend of global consumerism, which has resulted in the use of natural resources, leading to severe degradation of the environment. This research examines factors influencing universities students’ biodegradable products purchasing behaviour. Biodegradable products are becoming a more attractive topic, especially under the environmental act in the market nowadays. However, there are still a few researches had been done on the consumer’s perspective or behaviour towards these products among universities students. The study only employed one method, which is survey research made with google forms. The questionnaire link was distributed through online platforms, and 328 samples had been collected. This paper shows a significant positive relationship between Malaysian universities students’ biodegradable products purchasing behaviour with three factors which are social influence (SI), environmental concern (EC) and perceived environmental responsibility (ER). However, government initiative (GI) has no significant effect on the universities students’ biodegradable products purchasing behaviour. The analysis of the factors influencing biodegradable products purchasing behaviour will mainly base on the samples of Malaysian universites students only. Hence, the gathered information depended solely on a small percentage of consumers in Malaysia. Through this research, the findings will contribute to the increasing awareness of the existence and benefits of biodegradable products among the students. In the manufacturer perspective, this research will assist them in creating more effective marketing strategies for biodegradable products with a better understanding of students’ trends, demands and behaviours.

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