... be contacted at: ojo.adedapo@mmu.edu.my 14 12 2018 17 03 2019 25 03 2019 © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Young consumers Green marketing Malaysia Pro-environmental behaviour Green product Buying decision...

... to engage in pro-environmental behavior because they inherently care about the environment and its human occupants. Therefore, altruism may be a strong motive for some individuals, leading them to act environmentally friendly. In fact, de Groot and Steg (2009) suggested that altruistic considerations...

... Consumer behaviour Asian values New ecological paradigm Pro-environmental behaviour The two most populous cities in Vietnam, Ha Noi and Ho Chi Minh City, are facing environmental problems typical to that of most major cities in developing countries in Southeast Asia. Such problems include...