Consumers' Intention To Purchase Green Product - Insights From Malaysia
Consumers' Intention To Purchase Green Product - Insights From Malaysia
Consumers' Intention To Purchase Green Product - Insights From Malaysia
ISSN 1818-4952
IDOSI Publications, 2013
DOI: 10.5829/idosi.wasj.2013.22.08.616
Abstract: Climate change has become a global concern prior to the irresponsible human activities and
development whereby previous research has shown that environmental issues and problems had
psychologically influenced consumers attitude and behaviour. This study aims to investigate the factors that
influence consumers green purchase intention in the case of Malaysia. A total of 430 samples were collected
at several capital cities in Malaysia by using self-administered questionnaire with regards that respondents
are aware with environmental-related activities such as recycling to avoid bias or unrealistic answers. Data were
analysed using multiple regression analysis via Statistical Package for the Social Sciences (SPSS) version 19.0
computer program. The results revealed that environmental knowledge was the most important predictor
towards consumers purchase intention, followed by health consciousness and environmental attitude whereas
environmental labelling was found insignificant. It is crucial for government and marketers to work closely not
just to create a better awareness on the green labelling and certification among Malaysians but also to transform
consumer knowledge on environmental issues as a strong platform to practice an ethical consumption.
Key words: Green Marketing
Intention
Consumer Behaviour
INTRODUCTION
The increasing of needs from consumers for healthier
lifestyles along with the urge to preserve the environment
have resulted some changes in global consumer market in
tandem with the rapid growth of the economy. In 2007, the
total organic area in Asia is nearly 2.9 million hectares.
This constitutes nine percent of the worlds organic
agricultural land [1]. Cities such as Kuala Lumpur, Manila,
Bangkok, Beijing, Shanghai, Jakarta, Delhi, Bangalore and
other cities are being identified to have an increasing
internal consumption of organic products.
This study defines green marketing as any marketing
activities of product and service not just to satisfy the
needs and wants of human, but as well as to
minimize the negative impacts from the usage of them to
the natural environment. While green purchase intention
is term as a persons attention to look for more
environmental friendly or greener products (i.e. organic
foods,
chlorofluorocarbon
(CFC)-free
aerosol,
Labelling
Multiple Regressions
Malaysia
Corresponding Author: Norazah Mohd Suki, Labuan School of International Business & Finance Universiti,
Malaysia Sabah Labuan International Campus Jln Sg. Pagar 87000 Labuan F.T Sabah, Malaysia.
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1130
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Race
Residential city
Marital status
Education level
Frequency
Percentage
Male
189
44.0
Female
241
56.0
Below than 20
51
11.8
20 29
274
63.7
30 39
77
17.9
40 49
15
3.5
50 59
13
3.0
Malay
287
66.7
Chinese
50
11.6
Indian
2.10
Others
84
19.5
Kuala Lumpur
64
14.9
Selangor
52
12.1
Johor
58
13.5
Pahang
0.9
Penang
51
11.9
Sabah
147
34.2
Sarawak
40
9.3
14
3.3
Single
308
71.6
Married
119
27.7
Divorced/separated
0.5
Widowed
0.2
142
33.0
Certificate or Diploma
114
26.5
Bachelors Degree
140
32.6
18
4.2
Professional Certificates
0.7
Others
13
3.0
Number of Item
Measures of Items
Items Dropped
Health Consciousness
Cronbachs Alpha
0.858
Environmental attitude
0.825
Environmental knowledge
0.70
0.852
0.875
0.319*
0.287*
0.338*
0.324*
0.323*
0.346*
0.194*
0.382*
0.228*
0.216*
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Mean
Std. Dev.
Skewness
3.811
0.802
-0.190
Kurtosis
-0.370
5.639
0.967
-0.563
-0.326
6.201
0.942
-1.474
2.452
5.714
0.988
-0.515
-0.239
4.847
1.183
-0.532
0.391
.158
.132
.039
.152
Standardized coefficients
--------------------------------------------Beta
t
Sig.
.043
.045
.034
.041
.189
.150
.057
.188
R2
Adjusted R2
F value
Sig. F
3.643
2.947
1.166
3.762
.000*
.003*
.244
.000*
Collinearity Statistics
----------------------------------Tolerance
VIF
.752
.779
.842
.812
1.330
1.283
1.188
1.231
.180
.172
22.241
.000
*Significance at p<0.05
DISCUSSION
CONCLUSION
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REFERENCES
1.
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