The main purpose of this study is to investigate the factors that have an impact on public policy, green products and technology in Kuala Lumpur, given government initiatives to boost the environment awareness. The data used in this study was collected by distribution questionnaires randomly in six areas of Kuala Lumpur and 400 respondents were interviewed. Based on a literature review, three hypotheses were stated and tested using structural equation modeling (SEM). SEM is a statistical analysis method that involved two or more variables in analyzing structural relationships among the variables. The SEM model shows that green products and government policies have a direct influence on environmental awareness. However, green technology does not have a direct influence on environmental awareness. Since, knowledge on green technology does not have a significant impact on raising environmental awareness among the public, a much more pragmatic awareness campaign needs to be put in place to use green technology as a part of modern living. The study suggests that the urban population needs to be more aware of the environmental issue as cities tend to have better infrastructure to raise public awareness on green issues. Moreover, the government should increase the environmental awareness among younger generation through workshops, seminars, campaigns, and pamphlets.

Subsidies are an instrumental policy making tool for many governments, but their importance depends on the market situation of the national economy. Efficient subsidy implementation would allow the government to correct market failure thereby aligning social and private costs and benefit. The general objective of this study is to justify the need to rationalise subsidies for food items such as flour. This study assessed the structure and conducts of the general purpose flour market in Malaysia; and analysed the impact of subsidies on market performance to recommend policies to increase market efficiency under the subsidy rationalisation program. To accomplish these objectives, the study adopted a microeconomics market analysis as well as the standard structure and performance analysis method. These two approaches showed the characteristics of an industry’s consumer behaviour, competition, as well as the efficiency associated with government regulatory policies on the flour industry. One of the biggest influences on the domestic market is related to the food consumption behaviour of the general population. Food consumption behaviour reflects global trends. As income rises, food trends tend to be consumed in processed form or in such a way that adds value in another manner such as the preparation of food products.