Green Energy Commitment Research Endeavors

Abstract

This paper explores literature to identify the customers’ behavioral development towards Green Environment as inspired by most governments including Malaysia. The impact from the enhancement of technology development is on both the environment and the consumer behavior adaptation. Economic development produces better products, energy efficient, and less polluted emission products or vehicles. The main research question of this endeavor is; to what extent do customers react to the manufacturers’ effort of product developments in line with “Green environment” initiatives. As such, the paper attempts to uncover customers‟ reaction towards these new developments. The result from this literature review is the research framework which will lead the researchers to the next level of their research endeavor.