The Influence of Brand Perceptions and Consumer Behavior on Green Lifestyle Adoption in Malaysia: An Empirical Study
Bibliographic record
Abstract
This study explores the factors affecting Malaysian consumers' adoption of green lifestyles, emphasizing brand credibility, loyalty, expertise, environmental awareness, and value perception.It aims to offer insights for businesses to develop effective green marketing strategies that promote sustainable consumer behaviour.This study adopted a quantitative research design, utilizing an online survey distributed to 400 Malaysian respondents through purposive sampling.Participants were selected based on their active engagement in green lifestyles or interest in eco-friendly products.Data analysis was conducted using SPSS, incorporating descriptive and inferential statistics, including correlation and multiple regression analysis.The results indicate strong relationships between brand credibility, loyalty, expertise, and the adoption of green lifestyle choices.Additionally, environmental awareness and consumer value perception play key roles in driving eco-friendly behaviours.The findings suggest that building brand trust and making authentic green claims can effectively encourage consumers to adopt sustainable practices.This study expands the limited research on green consumer behaviour in Malaysia by applying the Theory of Planned Behavior (TPB) and the Customer Perceived Value (CPV) model within green marketing.It provides practical recommendations for businesses and policymakers to encourage sustainable consumption through strategic branding and marketing that align with consumer values and environmental concerns.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.002 | 0.005 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.001 | 0.001 |
| Scholarly communication | 0.001 | 0.001 |
| Open science | 0.000 | 0.001 |
| Research integrity | 0.000 | 0.001 |
| Insufficient payload (model declined to judge) | 0.002 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".