Malaysia Consumers Green Purchasing Behaviour Towards Organic Products: A Review

Abstract

Business ethics and social responsibility are becoming guiding principles for marketing strategies and activities in this current era of societal marketing. Environmental and green marketing topics are essential topics in the sphere of ethics and social responsibility, and they are directly tied to biodiversity and sustainability. The factors that influence consumers' green purchasing decisions are discussed in this paper accordingly based on previous studies up until 2022. The study further examines the association between different consumer barriers and green purchasing behaviours towards organic food in Malaysia at different levels of consumers' involvement and environmental concerns. Marketers and practitioners could use the study's findings to target this niche market and promote organic food to the general public. This could lead to a greater adoption of cleaner agricultural practices, such as organic farming, which is good for both society and the environment.