The Malaysian 2021 Budget reflects the government’s commitment to spurring the green economy with the emphasis to drive public awareness towards environmental conservation agenda despite the Covid-19 pandemic. However, it was recognized that contradictions exist between attitude and customer behavior balancing between lifestyle and environmental issues. Thus, the inconsistencies had created gaps between the two consumer interaction styles which would not be beneficial for market institutions and their customers. Hence, it is important to investigate how consumers interact with the representatives of marketing institutions with the customers’ environmental attitude lifestyle to understand and narrow the green purchasing behavior gap for the survival of the business organizations and the satisfaction of the consumers. Therefore, for this study, a newly developed measurement tool, Environmental Quality Awareness (EQA) was utilized to test the assumptions and to recommend appropriate s.....

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