Author(s): Booi-Chen TAN, Teck-Chai LAU

One of the main reasons identified, as the cause of deterioration of the environment is over-consumption. A remedy to reverse this trend will require urgent changes in human behaviour and cultural practices to reduce consumption. Due to an increased pressure of environmental deterioration and the need to study the patterns of sustainable consumption behaviour of young consumers, four research questions are raised in this paper: (1) Is there any significant difference between gender and consumption behaviour? (2) Is there any significant difference between business and non-business students in their consumption behaviour? (3) What is the level of sustainable consumption behaviour exhibited? (4) Is there a cause for concern of over-consumption? The results indicated that there were no significant differences between gender and courses pursued with consumers overall sustainable consumption behaviour. The finding also shows that young consumers exhibit a moderate level of sustainable consumption behaviour and concludes that there is no cause of concern for over-consumption behaviour among young consumers. The results should be an interest to policy makers and practitioners in Malaysia. This study has contributed towards advancing the literatures on social responsible consumptions.


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