Examining a Model to Measure Green Packaging Practices Among Consumers in Malaysia: A Sustainable Contributor to Achieving Smart Environmental Goals

This study primarily aims to test the factors in the extended Theory of Planned Behavior (TPB) model and their impact on green purchase intention and green buying behaviour towards green food packaging practices in Malaysia. The research hypotheses are tested accordingly among the restaurants and cafeterias in various places of Selangor, Malaysia. A total of 164 usable sample responses were collected from working and student population in Malaysia by using a self-administered questionnaire based on convenient sampling method. The outcomes of the study reveal that the environmental attitude and internal perceived behaviour have a significant positive impact on green purchase intention. Further results in this research show that subjective norms and external perceived behavioural control also have a substantial impact on green buying behaviour in favour of green food packaging in Malaysia. The finding of this study contributes to the Malaysian government's environmental policy-making which aims to encourage pro-environmental change among people and business groups for achieving smart environmental goals through their green purchase intention and green buying behavior.