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EMIC2 - Green Product v3
EMIC2 - Green Product v3
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FACTORS INFLUENCING MALAYSIA CONSUMERS TO
PURCHASE GREEN PRODUCT: A CONCEPTUAL
FRAMEWORK
Yeow Jian Ai
Multimedia University
Jalan Ayer Keroh Lama, 75450 Bukit Beruang, Melaka.
ABSTRACT
Today, global warming perhaps is one of the major threats towards the planet. The weather is
changing and disasters are happening all over the places. People are now more concerned with
ways to protect the environment. For instance, consuming green products is one of the key
initiatives that could be carried out by consumers. There has been many research conducted in
this area, however, there is limited research worked on Malaysian context. Hence, the objective
of this study is to examine the factors that influence consumers to purchase green products in
Malaysia. The conceptual and hypotheses development are grounded on related literature. We
examined five independent variables (social influence, environmental concerns, pro
environmental behaviour, price sensitivity and personal values) against the dependent variable,
intention to purchase green product. The questionnaire was designed based on the related prior
works. Generally, the research findings would enable green marketers to formulate effective
marketing strategy to target greater segment of consumers.
KEYWORDS
Green product, Malaysia
1. INTRODUCTION
Pollution, an environmental issue that affects most of the countries in todays world. Pollution
increases the burden of disease, reduces the expectancy as well as reduces a countrys overall
quality of life. Unfortunately, limited clean up has been done, especially in developing countries.
In fact, these clean up works can be done with minimal costs incurred. It is possible to clean up
polluted site with cost effective and inexpensive advanced technologies which can mitigate the
health of citizens. According to Hartmann and Ibanez (2006), most of the developing countries
are now taking initiatives to promote green marketplaces to develop a sustainable living place.
These initiatives covers delivering greener and cleaner alternatives to consumers based on socio-
demographic segments.
Since 1970's, green products were getting more and more important especially in 1990's due to
the concerns of environment and society. Hence, there was a rapid growth in this area of research
in the mentioned decade. Nowadays, the social and environmental concerns play important role
on consumer purchasing decisions (Prothero, 1996; Menon et al., 1999). Consumers realise that
the direct impact it may have with their purchase behaviour. Hence, they tend to purchase
environmental friendly goods these days. According to Laroche et al. (2001, pp. 503),
customers adapted to this new threatening situation by considering environmental issues when
shopping (e.g. checking if the product is wrapped in recycled material) and by purchasing only
ecologically compatible products (e.g. biodegradable paint, CFC-free hairspray or unbleached
coffee filters). This trend of green buying favoured the surfacing of a new segment of consumer
known as green consumers or green consumerism. Since the number of green customers is
increasing, businesses are now tried to understand and react to external pressures to enhance
their environmental performance (Chen, 2008). In general, green marketing delivers positive
values to the society by attempting to minimize environmental harm during the course of
exchange of needs and wants.
The growing concerns about natural environment have caused the existence of green products.
Consumers are now increasingly interested with activities that can save the environment. One of
the major contributions consumers can do is to support green or recycle products. A green
product can be defined as "a product which the design and/or attributes (and/or production and/or
strategy), uses recycling resources, and which benefits the impact on the environment, or reduces
toxic damage on the environment in the entirety of the life-cycle" (Durif & Julien, 2009, pp. 7).
Despite the growing green activities in the world, obviously, green products will become a key
product for businesses to remain competitive in the market. Therefore, it is interesting to know
what factors influence consumers to purchase green products. This study will be expanding
related works from several studies in the past (i.e: Laroche et al., 2001; Lee, 2008; Wahid et al.
2011) and also adding additional variables and context.
Social Influence
Environmental
Concerns
Intention to purchase
Pro Environmental green product
Behaviour
Price Sensitivity
Personal Values
H1: Social influence will have a positive influence on Malaysia consumers to purchase green
products.
H2: Environmental concerns will have a positive influence on Malaysia consumers to purchase
green products.
H3: Pro environmental behaviour will have a positive influence on Malaysia consumers to
purchase green products.
H4: Price sensitivity will have a positive influence on Malaysia consumers to purchase green
products.
H5: Personal values will have a positive influence on Malaysia consumers to purchase green
products.
3. RESEACH METHODOLOGY
This research study shall focus mainly on the factors influencing Malaysia consumers to
purchase green product. Hence, the questionnaire will be designed targeting on consumers in
Malaysia. The designed questions will be based on the five key factors discussed earlier, which
are social influence, environmental concerns, pro environmental behaviour, price sensitivity and
personal values, as well as the hypotheses defined earlier. For the purpose of this study, all the
data will be obtained from two data sources, namely primary sources and secondary sources.
Primary data sources are referred to as information that is obtained first hand by the researcher
on the field of interest and specific to that study. Secondary sources on the other hand, are
referred to as data that are already available. These data are usually from researchers who have
studied the same or similar topic as the researcher conducting the current research. Good sources
of secondary data sources are journals, newspapers, magazines and online websites. Major
advantages of obtaining information using the secondary sources are because such information is
usually easier and cheaper to obtain. The downside of secondary sources, the information can be
obsolete and not meet the specific need of the researcher.
The measurement used for this study is the Likert scale, which is designed to measure the extent
to which respondents agree or disagree with statements. A seven-point Likert scale will be used
to measure the items for the variables, where 1 (strongly disagree), 2 (disagree), 3
(somewhat disagree), 4 (undecided/neutral), 5 (somewhat agree), 6 (agree) and 7
(strongly agree). Gupta and Ogden (2009) used seven point Likert scale measurement in their
study titled To buy or not to buy? A social dilemma perspective on green buying.
4. CONCLUSION
Malaysia, like many Asian cities, is suffering high levels of environmental pollution such as air
pollution, traffic noise, worsening water quality, high levels of garbage disposal and rapidly
diminishing landfill space. Malaysians awareness of green living is at its infant stage as
compared to people in the western countries. Result of this study will enhance new
understanding on the profile of Malaysia consumers in purchasing green product. Since there are
limited studies conducted within Malaysia context, the findings of this study will be beneficial to
local retailers, especially those selling green products by understanding green consumers buying
patterns.
Foreign retailers who intend to introduce green products into Malaysia will find this study
meaningful too. Gurau and Ranchhod (2005) revealed that international green marketers raised
their concerns that the major obstacle faced by them in expanding their green products to other
nations is the scarcity of market information available for them. International marketers fail to
segment and develop effective marketing strategies if the information is not sufficient. In
general, green marketing delivers positive values to the society by attempting to minimize
environmental harm during the course of exchange of needs and wants. This has been recognised
in an earlier finding by Miller and Szekely (1995), revealed that it is a continuous process for
firm to understand the definition of green in order to satisfy, even exceed customers
environmental needs. It is also a critical path for firms to be competitive in the market.
As mentioned by our Prime Minister, Dato Sri Mohd Najib Abdul Razak, in Malaysia green
forum 2010, green issues have become a world concern. Unfortunately, most of the Malaysians
are still lack of awareness about the impact of their irresponsible activities to the environment.
Major initiatives need to be carried out to convince people to be responsible on their actions and
behaviours. Based on aforementioned, relevant government agencies will find this study useful
by knowing what factors influence Malaysians to consume green products so that more
campaign should be organised to raise the awareness of consumers to save the planet as what
other developed countries do.
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