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Green Consumerism in Brunei Darussalam: Exploratory Study on Purchasing Behaviour
Abstract
The aim of this chapter is to analyze the relationship of the demographic and socio-psychological determinants on consumers' green purchase behaviours in Brunei Darussalam, with the application framework of the affect-behaviour-cognition (ABC) model. A total of 119 consumers from different backgrounds participated in this study, whereby 113 respondents participated in the online questionnaire, and the other six respondents were interviewed. It is discovered that consumers who are more environmentally conscious are not necessarily likely to purchase green products, but are actually involved in green behaviours. However, in the environmental aspects of awareness, concern, and knowledge, the other factors, monthly income and educational level, did not possess major significance. The product attributes such as price and availability of the green products played a significant role in consumer buying decisions which will lead to the value-action gap phenomenon. Moreover, this study discovered the government is needed to promote and encourage green purchase behaviours in Brunei Darussalam.
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