Green advertising and environmentally responsible consumer behavior: The level of awareness and perception of Malaysian youth

Mohd. Helmi Abd. Rahim, Ros Zayanah Johari Ahmad Zukni, Fauziah Ahmad, Novel Lyndon

Research output: Contribution to journalArticle

17 Citations (Scopus)

Abstract

The study determines to find the level of awareness and perception on green living amongst Malaysian youth through the use of advertising. The main objective is to explore awareness and perception of Malaysian youth towards green advertising promoted by the government. A survey was conducted to gather responses from online respondents using the social media website. Three hundred and twenty respondents have responded to the six month survey time, to a 20 questions questionnaire. The result indicates that, generally, the Malaysian youth have some awareness on what the term 'green living' denotes. However, those who practice green living are lower. They have been exposed to green advertising, but not all practice green living due to the lack of comprehensive understanding of the concept. The Malaysian youth exhibit positive perception towards green advertising. The finding concludes that there is a need for current and upcoming green advertising, especially ones that are done by the government to improve on their message delivery, creativity and information for the youth to respond in practice.

Original languageEnglish
Pages (from-to)46-54
Number of pages9
JournalAsian Social Science
Volume8
Issue number5
DOIs
Publication statusPublished - 2012

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consumption behavior
Consumer behaviour
Consumer Behaviour
social media
creativity
website
questionnaire
lack
Green practices
Government

Keywords

  • Environmental awareness
  • Green advertising
  • Green living
  • Perception
  • Youth

ASJC Scopus subject areas

  • Social Sciences(all)
  • Arts and Humanities(all)
  • Economics, Econometrics and Finance(all)

Cite this

Green advertising and environmentally responsible consumer behavior : The level of awareness and perception of Malaysian youth. / Abd. Rahim, Mohd. Helmi; Zukni, Ros Zayanah Johari Ahmad; Ahmad, Fauziah; Lyndon, Novel.

In: Asian Social Science, Vol. 8, No. 5, 2012, p. 46-54.

Research output: Contribution to journalArticle

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