Examining a Model to Measure Green Packaging Practices Among Consumers in Malaysia: A Sustainable Contributor to Achieving Smart Environmental Goals Malarvizhi Chinnasamy Agamudai1, Jayashree Sreenivasan2, Manzoor Shamima Raihan3 1Senior Lecturer, Faculty of Management, Multimedia University, Malaysia 2Associate Professor, Faculty of Management, Multimedia University, Malaysia 3PhD Student, Faculty of Management, Multimedia University, Malaysia Online published on 30 April, 2019. Abstract 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. Top Keywords Green food packaging, Consumer behavior, Theory of planned behavior. Top |