GREEN CONSUMER PURCHASE BEHAVIOUR IN MALAYSIAN SUPER-REGIONAL MALL’S GENERAL MERCHANDISE STORES

Since the establishment of super-regional and mega malls in Malaysia, little is known about green consumers’ purchase intentionand behaviour malls’ general merchandise stores (GMS). This study first examines profile purchaseintention behavior on products GMS. Second, social classes were segmented to exploresocial class differences intention stores. The purposive sampling was used collect datafrom respondents southern region Malaysia. Using SmartPLS, data analysed using multi-group analysis(MGA) measurement invariance composites (MICOM). results showed psychographic variables positively influenced ecologically conscious consumer (ECCB) behaviour. In addition, middle-class consumers’shopping lifestyle influences ECCB they are more likely than upper middle-classgroup. outcome provides an insight into patterns purchasing consumers GMS indication consumer’s consideration energy conservations from home.