The Roles of Knowledge, Threat, and PCE on Green Purchase Behaviour

With an increasing pressure of environmental deterioration, many firms have started to be socially responsible bydeveloping green products to meet the demand of environmentally conscious consumers. These firms areinterested in finding the determinants of green purchase behaviour in order to develop effective communicationmessages and derive green purchase commitments. The effects of environmental knowledge, environmentalthreat and perceived consumer effectiveness (PCE) in motivating one’s behavioural change to engage inpro-environmental behaviour have been tested in the past, but they have not been tested together in the context ofgreen purchase behaviour in Malaysia. Therefore, this paper reviews the conceptual and empirical literatures ofthe aforementioned variables in explaining the environmental attitude and behaviour, and proposes a conceptualmodel to be considered for future green purchase behavioural studies. The finding is expected to provideguidance for firms to profile the green buyers and position its green product more effectively.