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The purpose of this study is to investigate the Malaysian values, awareness’s, and attitudes toward “No Plastic Bag Day” concept. It is also investigate how this event revolutionized the consumers’ behaviour every Saturday. This research is derived from quantitative research approach and will analyse 220 questionnaires which has been distributed in the Klang Valley area over a period of 2 months. In this research, PLS modelling approach will be used to analyse the relationship between Ecoliteracy, Perceived Behaviours, Consumer’s Attitude, and Subjective Norms with the Environmental Behaviour Development. The empirical analysis using PLS unveiled that Ecoliteracy, Perceived Behaviours and Subjective Norms has a significant relationship towards the environmental behaviour development in Malaysia.

“No Plastic Bag Day” Concept and Its Role in Malaysian’s Environmental Behaviour Development