Relationship between social influence and green purchasing behavior According to Wahid, Rahbar & Tan (2011), social

norm is whether an action should or should not be performed by a respondent in a referents point of view. Referent could be friends, neighbors not for profit or for profit organization, teachers, parents, and etc. (Stephen & Yang 2006). Social influence is a proxy of subjective norm. This study is using friends as referent and this is reflected in the questionnaire under social influence in the context of this study. According to Stephen & Yang (2006), group influence in marketing and behavioral research and concluded the concept group has a persuasive influence on marketing studies, marketer apply these concept by portraying products being consumed in social situation and inviting spokesperson to endorse products. Survey done by Cheah (2009), finding on social influence as the top predictor of Hong Kongs consumer purchasing behavior coincides the finding that social norms influence on most on UK respondents intention to buy environmentally friendly products. Hypothesis: There will be a positive and significant relationship between social influence and green purchasing behavior

Relationship between self image and green purchasing behavior Punitha & Azmawani (2011) found that individuals are likely to engage activities that portray their actual identities because purchasing apparel satisfies various needs such as self image and self-identities (Nuntasaree & Barry, 2009). Consumer have an evaluation of themselves which contributes to their self image as their may prefer brand which they have similar images to their own image by (YalAin & Ali 1999). According to Guo & Chai (2011), orientation and abilities are given different personal goal for them to establish a unique self-identity. According to Wahid, Rahbar & Tan (2011) found that pro-environmental self image was influencing green behaviors. This agrees to Cheah (2009), finding on concern for self image as the third predictor of the study on green young consumers purchasing behavior in Hong Kong. Hypothesis: There is a positive and significant relationship between self-image and green purchasing behavior.

Relationship between knowledge (eco-literary) and green purchasing behavior All phases in buying decision possesses can be influence by consumer knowledge. According to Samiul (2009), knowledge has been considered as a fundamental element in the case of functioning the society and at the same time todays organization are increasingly aware of the need for a knowledge focus in their organization strategies as they respond to change in the environment. Besides that, knowledge is a precondition for environmental awareness to ignite in individuals to understand and evaluate the impact of a society on the ecosystem. High level of knowledge on the environment will create positive attitude toward green purchasing behavior which referred to as a belief and feeling that individual have for the environment. Therefore, knowledge increase awareness which combination would motivate environmentally responsible action by (Harun, Lim & Othman, 2011). As a result, knowledge positively influences consumers willingness to pay more green products. Hypothesis: There will be a positive and significant relationship between knowledge and green purchasing behavior