Abstract:
In today’s society, human consumption has huge negative impacts on the
environment and therefore studies on green consumption behaviour (GCB) are
important. The objectives of this study are to determine the influence of
psychological and social factors on GCB and to develop a more comprehensive
model of GCB. More specifically, this study examines the influence of several
factors, namely attitudes, belief, motivation, social influence, social media and
perceived behavioural control, on GCB. The sample for this study is young,
educated consumers. A total of 220 students from various public and private
universities are surveyed by using an online survey method via Google Survey.
