ABSTRACT
The green context appears to be accentuated in the developed and developing countries in recent years. Malaysia is one of the developing countries that aggressively initiating the environmental conservation plans for sustainable future. The present study attempts to investigate the factors influencing the community’s intention to perform environmentally-friendly activities and the effect of community’s attitude towards the green advertisements. Building on the Theory of Planned Behaviour (TPB), with an inclusion of additional variables, namely, green advertisements, environmental knowledge and environmental concern, an extended TPB model was proposed and examined. Convenience sampling was used with 303 responses collected via survey method. The findings reported that the community in Malaysia exhibited positive attitude towards the green advertisements. The community’s attitudes, perceived behavioural control and environmental concern had showed significantly positive effect on the community’s intention to perform environmentally-friendly activities and the green advertisements appear to have the most significant influence towards the community’s intention to perform environmentally-friendly activities. Nonetheless, there is no significant effect of subjective norms and environmental knowledge on the community’s intention to perform environmentally-friendly activities. Lastly, there are several implications have been discussed to address useful insights for the Malaysian government and pro-environmental firms to develop strategic green marketing plans to engage with the community to be socially responsible in protecting the environment.
Keywords: Green advertisement, environmentally-friendly activities, intention, theory of planned behaviour, developing countries.