Environmental sustainability become a prominent and unending issue in the third worldudeconomic countries such as Malaysia. Although, “green” and “go green” concepts wereudemphasized by academicians and practitioners to explain the need to save the earth butudenvironmental consciousness is remain at beginning stage. Therefore, the purpose of this studyudis to determine green buying behaviour among undergraduate students using environmentaludawareness or concern and marketing effectiveness as independent variables and intention as audmediator. Total 375 usable questionnaires were used for the purpose of analysis. Our findingsudsupport the influence of environmental awareness and marketing effectiveness on the intentionudand influence of intention on buying behaviour. Similarly, environmental awareness andudmarketing effectiveness mediated by intention on buying behaviour. The results of this studyudcan be used by public and marketers to encourage pro-environmental behaviours. Theudrecommendation, limitation and conclusion are then discussed at the end of the paper
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