The environmental degradation is a serious problem faced by most countries in the world. Due to the earth’s condition that keeps worsening, people have pushed forward many best practices of environmental protection actions to reduce environmental damage and ensure sustainable development in the future. Green product purchases as part of National Green Technology Policy seems as one of the initiatives carried out to support on ‘going green’ and practice leading a green lifestyle. This study is to identify factors that can contribute towards green purchase intention among public. Three variables were used in this study namely pro-environmental behavior, price sensitivity and social influence. Data for this study was collected among 363 residents of Shah Alam by using convenience sampling technique. Findings of this study will give insight to the researcher and agencies involved to focus on the important factors to encourage more participation of people towards green product purchases. This will help to achieve the aims of National Green Technology Policy, that is, to accelerate the national economy and promoting sustainable development in Malaysia by leveraging the use of green technology.
