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The depletion of the natural environment and earth-wide natural resources have led to the increasing demand for green products. This has made young consumers carry on the green, and as a result, it affects the organization’s bottom line in building a positive image and goodwill message. This research explored the facet to investigate while applying some constructs from the Ajzen’s existing theory of planned behaviour (TPB) model with additional construct. 250 viable responses were applied and path modelling using SmartPLS 3.0 analyses was used to establish the model proposed. The results indicate that among the TPB constructs, perceived behavioural control (PBC), green perceived attitude (GPA), and other contextual constructs influence pro-environmental behaviour (PEB) positively. Looking at the relative importance of constructs, perceived green culture (PGC) followed by (GPA) had a stronger impact on PEB. The study provides evidence that young green consumers exhibit great concern towards environment, through model supportability and the inclusion of additional constructs which was supported in the TPB providing insight, and holding a sense of responsibility in the consumption pattern for a peaceful future. The obtained results can promote scientific progress in the respective research area and policy implications.

In recent decades, due to environmental hazards, green purchasing has been subject to a wide range of research. Subsequently, the understanding of the theoretical structure of green consumer purchasing behaviour is becoming increasingly important for both academics and policymakers. Therefore, this study aims to understand the differences in green consumer behaviour among Generation Y Cohort (the age range among 18-32 years) individuals with higher education linked with sizeable income. Based on the literature review, eight research questions have been formulated. A quantitative approach is designed and a survey has been carried out using a questionnaire-based approach to capture the consumer groups from Kuala-Lumpur, Malaysia (n= 280) and Abuja, Nigeria (n=267). The study utilized the Theory of Planned Behaviour (TPB) model and the Green Contextual Factor (GCF) are used to build the constructs to examine Generation Y green behaviour. Partial Least Squares Path Modelling (PLS-PM) and Multigroup Analysis (MGA) are used to estimate the results on SmartPLS. The role of attitude as a mediator in the relationship between (GCF) and green behaviour has been examined. The findings show that (MGA) confirmed the existence of significant differences in the study. To solicit responses that could not has been anticipated from both samples, the study applied an open-ended format in addition to the closed-ended questions to further compare the responses. In both sets, 40 per cent purchase green products because of environmental benefits in Malaysia, while 54 per cent purchase green products because of health benefits in Nigeria. The path coefficient results indicate that perceived behavioural control has a significant impact on green behaviour among Generation Y in Nigeria, but not among Malaysia samples. In both Malaysia and Nigeria, green product trust and value have significant impact. Although, trust is stronger among Malaysia samples, while value is stronger in Nigeria. Aware

As the environment continues to aggravate, it has become a purposeful public concern in developed countries and has recently stirred developing countries to join the green movement. Hence, this study examines green environmental awareness, green product value and environmental attitude by applying the measurement of effects on green culture. The study applied a quantitative research approach where a cross-sectional survey designed with 267 respondents’ green consumer who lived in the urban area of Abuja and employed partial least squares structural equation modelling (PLS-SEM) using SmartPLS3 to examine the developed path model. The results indicated that all constructs were empirically supported showing significant impact on green culture while examining direct relationships. The resulting (Q2) value is larger than zero (0) in the path model, this specifies that exogenous constructs have a good index for predictive relevance on the endogenous construct being investigated. Among the construct, awareness is the most important predictor and green product value tends to show a modest impact on environmental attitude. The study suggests that policymakers should place emphasis on environmental values to boost environmental awareness among young consumers in the process of making purchases. Specifically, environmental attitude was found to have full mediation on the relationship between green product value and green culture. However, no mediation occurs in the relationship between environmental awareness and green culture. The study concluded that awareness regarding going green activism in Nigeria among young consumers is still a matter of concern despite its impact and therefore, practitioners and collaborators in the green industry need to apply aggressive efforts to achieve this pathway, to ensure the design and implementation of effective policies that will promote going green and enhance the green circular economy.

The study reviews and highlights the influence of environmentally supportive behaviour among Malaysian and Nigerian consumers. The review identifies various barriers with emphases on the issues and challenges affecting both nations and how the barriers can be stopped. Based on the conceptual review, the study concludes that there is still an inappropriate strategy for the implementation of green behaviour in emerging nations. Specifically, there is a gap in awareness, education, negative perception, distrust of green claims and behaviour among green consumers. The study further argues that institutional and cultural differences impact consumers in both nations. If individual citizens could participate fully or embrace environmentally supportive behaviour, the nature and humanity can be saved from the environmental threat and pitfall. Suggestions included in this study is aimed to help green managers formulate an appropriate strategy to encourage sustainable lifestyle and behaviour.

Climate change is a serious consequential threat which has been a serious concern among scholars and business clients. As such green behaviour on performing what, how, when, where and why to satisfy consumer need to encounter a function that plays an influential factor on the planet. Therefore, environmentally friendly consumption is an option to solves these issue bothering on environmental damage. This research study follows a systematic literature review based on the conceptual context. Therefore, we systematically explore key issues that trigger environmental problems specifically in Malaysia. The emergence of environmental-related issues or problems and increased awareness towards green consuming have received more attentions especially among consumers and enterprises who have demonstrated positive impact towards nature in the emerged nations, but the trends remain unobserved in a creating and emerging nation such as in the Malaysia context. Therefore, our study contributes to the growing literature on the sustainable planet by identifying major key issues and challenges that affect environmental friendly products and the natural environment. Besides, the implication and recommendations for further research are also discussed. Hence, this paper will provide valuable insights into the emerging society, especially in Malaysia with a view to restoring the planet for the benefit of all.