How Go Green Campaign Effects on Malaysian Intention towards Green Behaviour

A B S T R A C T Go green campaigns are widely used to expose the environmental issues to the public and at the same time to inculcate the awareness of green behaviour on the environment. Malaysia as a developing country is stepping into the way of going green and both the Government and Non-Government Organizations (NGOs) have been asked to conduct go green campaigns to inform and educate the public towards the green behaviour. This study aims to determine the extent to which the selected social-economic characteristics and attitudinal factors influence respondents to have the intention to change their behaviour for a green way. Based on the results there is a positive reaction towards go green campaigns among the respondents. For the binary logistic regression the higher income and the higher education level respondents have a stronger intention to change their behaviour as the result of go green campaign.