JCI KLM GO Green 4.0


See Chang Sheng


July 7, 2019



Target population


Target avg age


People impacted


Sustainable Development Goal

Quality Education

Development stage

Education and Economic Empowerment


This Event aims to determine the extent to which the selected social-economic characteristics and attitudinal factors influence respondents to have the intention to change their behaviour for a green way.


The world is facing with the environmental degradation, and human behaviour is the main responsible of this (UNEP., 2007). Malaysia as other parts of the world is in challenge with the environmental problems including water and air pollution, and infection diseases (DOE., 2010). Therefore, there is a need to change human behaviour towards the environment. Along with environmental problems including water and air pollution and infection diseases (DOE., 2010). Therefore, there is a need to change human behaviour towards the environment. Along with this way, some concepts such as go green campaign are employed. The go green campaigns are the types of campaign which aim at raising public awareness of the environmental degradation and to teach people about the green behaviour (Islam et al., 2010). The concept of green behaviour in a society is defined as ways or behaviours with which individuals take action to protect their environment or contribute to having a healthy one (Krajhanzl, 2010). Green behaviour can be performed by such behaviours as household waste recycling, purchasing of sustainable products, conserving water or energy and changing travel behaviour (Jackson, 2005). Like many other countries in the world the Malaysian government has purposely aimed to promote environmentally friendly behaviour among its people (EPU., 2010). The Government and Non-Government Organizations (NGOs) are trying to employ the go green campaigns to promote this behaviour. There are already well known go green national campaigns of “No Plastic Bag Day Campaign”, “3R campaign (Reduce, Reuse, Recycle”) and “Environmental Education” or the campaigns which are organized by NGOs like WWF-Malaysia or Malaysia Nature Society. As a matter of fact, the effects of such programmes on the public have been significant but the impact has not been the same for the society as a whole.
Consumers who are well aware and concerned about the environmental issues are known as green consumers (Soonthonsmai, 2007). These green consumers usually submit petitions, boycott manufactures and retailers and actively promote the preservation of the planet (Fergus, 1991). According to Squires et al. (2001), performing environmentally friendly behaviour can be affected by a particular attitude towards the environmental. McCarty and Shrum (1994) believed that consumers’attitude towards the environment can be categorized by perceived severity of the environmental problems, inconvenience of being environmentally friendly and consumers’understanding that caring for the environment will reduce the pollution and maintain the natural resources. Furthermore, demographic characteristics can affect the performance of having a positive environmental behaviour (Squires et al., 2001). As an example there is a difference between women and men in terms of performing green behaviour since they do not have the same attitude (Konrad et al., 2000). In the study which is conducted by Han et al. (2009), it is observed that women are strongly different in terms of having environmentally friendly behaviour than men. Moreover, Laroche et al. (2001) concluded that not only women are more environmentally concerned but also their willingness to pay for green products is more. To support this finding, Banerjee and McKeage (1994) explained that women are more conscious about the environment and they make more decisions to purchase eco-friendly products than men. In contrast, Mostafa (2007) found that women are not more aware of the environmental issues and men have more concerns about the environment and Xu et al. (2012) found that men are more likely to have knowledge about green labelled sea foods.
In general campaigns act as educational programmes which focus on changing a behaviour (Coffman, 2002) and optimizing environmental campaigns is not an easy task (Mosler and Martens, 2008). For instance, the evaluation of national Japanese media campaign to increase public awareness of global warming and reducing GHG emission shows that it can be successful in terms of increasing the numbers of concerned people about global warming; however, the effectiveness of the campaign could be short-lived (Sampei and Aoyagi-Usui, 2009). Furthermore, respondents with different backgrounds show different reactions to campaigns. For instance, Mills and Schleich (2012) noted that a family with children is more likely to adopt energy-efficient technology and energy conservation practices.
Therefore, this structured study aims to determine the respondents’point of view regarding these campaigns as well as to determine the extent to which the selected socio-economic characteristics and attitudinal factors influence the respondents’intention to change their behaviour via go green campaigns.


Impacted 126 Volunteers, 320 (7-18 year old) young people joined this JCIKLM Go Green 4.0.
Working together with Sin Chew Daily newspaper to increase the increase environmental awareness. National cover of the event publication to influence more people. Reached more than 500000 people


1. May add more GO Green Games
2. More time on the presentation

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