The Influence of Environmental Concern, Environmental Attitude and Environmental Social Responsibility on Green Buying Behaviour: Milk Tea

The milk tea industry has experienced rapid development in Malaysia since 2005. This research project examines the relationship between Environmental Concern, Environmental Attitude, and Environmental Social Responsibility on customers' Green Buying Behaviour specifically within the milk tea sector. Data was collected from 131 respondents via self-administered questionnaires using a convenient sampling method. The results indicate that all three factors: Environmental Concern (r=0.700), Environmental Attitude (r=0.458), and Environmental Social Responsibility (r=0.509), are positively and significantly correlated with consumers' behavioral intentions. These findings provide strategic insights for marketers to enhance the perceived value of green products in the beverage industry.