The Influence Of Psychological And Social Factors On Green Consumption Behaviour Among Young Consumers

Abstract

In today’s society, human consumption has huge negative impacts on the environment and therefore studies on green consumption behaviour (GCB) are important. The objectives of this study are to determine the influence of psychological and social factors on GCB and to develop a more comprehensive model of GCB. More specifically, this study examines the influence of several factors, namely attitudes, belief, motivation, social influence, social media and perceived behavioural control, on GCB. The sample for this study is young, educated consumers. A total of 220 students from various public and private universities are surveyed by using an online survey method via Google Survey.