This conceptual paper seeks to understand the concept of green mind-set that contributes to social innovation in the perspective of consumers in Malaysia. The focus is to explore the green mind-set factors which include green conscience, nurtured values and religiosity that will influence the consumers to develop social innovation. The trend indicates that consumers' willingness to act in favour of preserving the environment potentially relies on their mind-set. Furthermore, consumer purchase

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... haviour that is in favour of the environment will potentially develop into social innovation. Therefore, in this paper, consumer purchase behaviour acts as the moderator that influence social innovation. This includes green practices and behaviour for the benefit of the people, the economy and the environment. The method to be used in collecting data for this study will be quantitative method with the use of questionnaires. Target respondents will be Malaysian consumers. The result of this study is expected to reveal the significance of the relationship between each variable involved, whether they are positively or negatively related. This study is also expected to evoke a stronger spirit of environmentalism particularly in the area of consumerism that will benefit towards social innovation.