How Does Green Products? Price and Availability Impact Malaysians? Green Purchasing Behavior?

Green marketing refers to all what has to do with a product or service from its production process to its purchase by consumers. This study aims to investigate the influence of products price and availability on the actual green purchasing behavior of Malaysian consumers. 394 questionnaires were distributed to Malaysians in 3 states in the northern region namely Kedah, Perlis and Penang. Both SPSS version 18.0 and PLS-SEM were used to analyze the obtained data. The results of the study showed that price has a significant relationship with purchasing behavior of green products, while product's availability showed no significant influence on green purchasing among Malaysian consumers. This paper helps in bringing more understanding on the actual purchasing behavior of green products in Malaysia.