Environmental Concern: Between Consumers' Awareness And Willingness For Attitude Change.

Abstract

The objective of this paper is to discuss how Malaysian consumers perceive environmental issues and whether they are willing to change attitude to help and become a part of environmental problems solution. From a study using young Malaysian respondents, we found that Malaysians are aware about the seriousness of environmental problems faced. However, they differ in terms of willingness to change attitude for the sake of slowing down pollution. The findings indicate that female, Malay, aged 20 and below are the ones that are more serious about helping out compared to the other groups. This has serious implications in our attempt to achieve the Agenda 2I objectives.