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Resumo

Green initiatives are fast becoming a catchphrase among societies and business entities as these entities strive to ensure more sustainable business operations and lifestyle. Research in green behaviors of consumers especially in Asia and Africa is only just emerging. The objective of this study, therefore, is to examine the factors that influence consumers' green buying behavior. The conceptual framework and hypotheses development are grounded on related literature. We examined six independent variables (environmental attitude, pro-environmental behavior, values, eco-literacy, low price sensitivity and social influence) and the effects on consumer (green) buying behavior. The questionnaire was adapted from validated items from related prior works. The analysis was based on 227 valid responses from residents of a southern state in Malaysia. The findings reveal that four of the six hypotheses were supported. Managerial and research implications of the findings are discussed.

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