This study aims to examine the effects of environmental knowledge, healthy food and healthy way of life of on young consumer ecological behaviour. The influence of control variables (i.e. gender and age) on young consumers’ ecological behaviour is also investigated.
The research used a hierarchical regressions for data analysis across a sample of 200 young respondents that practising ecological behaviour such as recycling, buying green products, etc. Their participation is purely voluntary.
Empirical analysis via hierarchical regressions confirmed that a healthy way of life and environmental knowledge jointly influenced young consumer ecological behaviour. Demographic profiles such as gender and age showed contradictory results.
Respondents were randomly drawn from the students in a public higher learning institution in the Federal Territory of Labuan, Malaysia that practising ecological behaviour such as recycling, buying green products, etc. Thus, may not represent the entire population of Malaysia.
This research should contribute significantly to manufacturers, retailers and marketers in boosting young consumer ecological behaviour and environmental knowledge by promoting positive perceptions towards organic products and quality for increased green product market sustainability and acceptance which is helpful for better market segmentation, targeting and positioning of green products that are not harmful to the environment and could promote consumer demands.
The results of this study offer a new forward motion to the findings of prior studies on young consumer ecological behaviour, which is not much covered in the literature in Malaysia context by examining the effects of environmental knowledge, healthy food and healthy way of life on young consumer ecological behaviour, within the Malaysian context.
