Available online at: https://proceeding.researchsynergypress.com/index.php/rsfconferenceseries1 RSF Conference Series: Business, Management and Social Sciences e-ISSN (to be processed) / p-ISSN (to be processed) Volume 1 Number 1 (2021): 52-56 Corresponding author Goh Mei Ling, mlgoh@mmu.edu.my; Ho Sew Tiep, stho@mmu.edu.my; Yeo Sook Fern, yeo.sook.fern@mmu.edu.my; Teh Wei Lun, patrick.tehweilun@gmail.com DOI: https://doi.org/10.31098/bmss.v1i1.254 Research Synergy Foundation Factors Influencing Consumers’ Purchase Behaviour towards Green Packaged Products Goh Mei Ling 1 , Ho Sew Tiep 2 , Yeo Sook Fern 3 , Teh Wei Lun 4 1,3 Faculty of Business, Multimedia University, Malaysia; 2 Faculty of Information Science and Technology, Multimedia University, Malaysia; 4 Marketing, Bigbigplace, Malaysia. Abstract The disposal of plastic packaging has caused the amount of waste generation, which have a negative impact on the environment. Green packaging, which is more eco-friendly packaging, is harmless to human health and biodegradable. Many businesses have turned to the movement of going green by providing green products and services. Hence, the objective of this study is to investigate the factors that influence the purchase behaviour of consumers towards green packaged products. A total of 200 respondents was recruited using convenience sampling. Data were collected with a set of self-administered questionnaires that covered respondents' profiles and all the variables in the research model. Partial Least Square Structural Equation Modeling was used to assess the measurement model and structural model. Both convergent validity and discriminant validity were deemed satisfactory. The findings have revealed 0.444 of R2 means that the model explains 44.4% of the total variation of purchase behaviour. Environmental concern and environmental attitude were found to affect consumers’ purchase behaviour positively towards green packaged products. Environmental knowledge and social influence, however, were found to be non-significant. This study will be able to provide valuable information to the marketers to focus not only on their products but the packaging of their products as well. This study also provides an insight into the consumers’ purchase behaviour towards green packaged products. It is recommended for future research to recruit more respondents with a more diversified background. Keywords: Consumers’Purchase Behaviour; Environmental Knowledge; Environmental Concern, Environmental Attituded; Social Influence This is an open access article under the CC – BY-NC license INTRODUCTION Huge quantities of waste are generated rapidly every day. The majority of waste is plastic. Plastic is one of the most common packagings that we can see in our daily life. The disposal of plastic packaging has caused the amount of waste generated and have a negative impact on the ecosystem. According to Goh (2019), Malaysia is one of the worst countries of plastic waste pollution in the top 10 in the world. This shows that people in Malaysia are still having a huge usage of plastic packaging. This means environmental awareness is still not lacking among Malaysians. Society should learn about the principles of 3R (reuse, reduce, recycle) to solve this waste pollution together. Consumer Association of Penang acting president Mohideen Abdul Kader (New Straits Times, 2019) highlighted that the alternative to solve plastic pollution is to redesign products, packaging and shipment systems in order to avoid using single-use plastic products and packaging. Other than that, waste management is the most important thing that every