Factors that influencing youth intention to buy green product in University Malaysia Kelantan (UMK), City Campus

A green product is a product that has been intentionally created to have a negligible ecological footprint. This encompasses items fabricated from repurposed materials, items specifically engineered for reusability or recyclability, and items crafted from replenishable resources (Team & Team, 2023). The exponential growth of the world population and the swift advancement of the economy have resulted in a substantial surge in worldwide production, consumption, and mobility. This has consequently led to a heightened need for food and energy. These activities have indirectly contributed to the escalation of global pollution. Annually, approximately 19-23 million metric tones of plastic waste infiltrate aquatic ecosystems, resulting in the contamination of lakes, rivers, and seas (UN Environment Programme, 2023). The primary source of global pollution is the combustion of fossil fuels, mainly by industry and transportation, as stated by the European Environment Agency in 2019. In order to mitigate the exacerbation of this issue, the Malaysian government has implemented measures to alleviate the long-term impact of pollution within their nation. Since 2009, the Malaysian government has been promoting the purchase of environmentally-friendly products through the implementation of the National Green Technology Policy, which aims to foster sustainable development (Fakhiruddin, 2019). The government has also approved regulations that streamline the process of acquiring and utilizing environmentally friendly products (Al-Kumaim et al., 2021). Furthermore, the Malaysian government has initiated the "Jom Beli Produk Hijau" campaign, aimed at promoting environmentally conscious decisions and fostering sustainable lifestyles (Atan, 2020).