Slide Thesis Green Purchase Behavior

8/22/2019 Slide Thesis Green Purchase Behavior

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PREPARED FOR:

MISS MUNIRAH BT MOHAMED

PREPARED BY:

ELYA SYAZWANI BT AB AZIZ (2010806318)

NADIAH BT ABU BAKAR (2010555021)



Issue

Rapid economic growth lead to environmental deterioration

Finding the determinants of green purchasing behavior

Practices of environmental responsible behavior is still low

Cost of green product is high from non-green product

Statement

Green products as the response towards this environmental

deterioration

Being socially responsible by offering environmental products

and services to sustain a competitive advantage in the business

world



Data

The Malaysia market for environmental services, which barely

existed a decade ago, has grown by 30-40 percent a year

(Environment Business in Asia, 1999).

83% of Malaysian respondents reported online that their views

on a company’s friendliness to the environment would influence

their purchases of products and services (Our Green World,

2008).

Reasons

Been very few studies conducted on green purchasing behavior

Benefit future marketers and future researcher



What are the factors that influence green purchasing behavior

towards IKEA’s product?

What the level of green purchasing behavior towards IKEA’s

products?

What are the significant relationship between the factors

independent variables (consumers’ environmental attitude,

perceived quality of green product and consumers’ environmental

concern) and dependent variables (green purchasing behavior)?



To identify the factors influencing green purchasing behavior

towards IKEA’s product

To ensures the level of green purchasing behavior towards IKEA’s

products.

To measure the relationship between the factors independent

variables (consumers’ environmental attitude, perceived quality of

green product and consumers’ environmental concern) and

dependent variable (green purchasing behavior).



Sources: Iravani et. al, 2012, Study of Factors Affecting Young Consumers To Choose Green

Product. Kaman Lee, Opportunities for Green Marketing: Young Consumer

Consumers’

Environmental

Attitude Perceived Qualityon Green Product

Consumers’

Environmental

Concern

Green PurchasingBehavior



• Descriptive AnalysisResearch Design

• Entire consumers in IKEAPopulation

• Non-probability sampling

• Convenience sampling - randomlySampling Design

• Referring Roscoe (1975) Rules of Thumbs

• 100 of respondentsSample Size

• Primary Data - Questionnaire

• Secondary DataData collection Method

• Descriptive Analysis

• Correlations Analysis

Data Analysis



Item Frequency Percentage

Gender

Female

Male

64

36

64%

36%

Race

Malay Chinese

Indian

Others

904

3

3

90%4%

3%

3%

Age

Less than 25 years old

26 – 35 years old

36 –

45 years old

46 – 55 years old

56 years old and above

14

48

29

7

2

14%

48%

29%

7%

2%



Marital Status Married

Divorced

Single

62

4

34

62%

4%

34%

Occupation

Workers

Not Working

Self-Employed

94

2

4

94%

2%

4% Highest Education

SPM

STPM

Diploma

Bachelor Degree

Master Degree

20

2

25

47

6

20%

2%

25%

47%

6%

Monthly Income Less than RM2000

RM2001 – RM3999

RM4000 – RM

4999

RM5000 and

above

23

58

8

11

23%

58%

8%

11%



Sources: Uma Sekaran, Research Method for Business, 2003

Range Score

0.8 – 1.0 Good

0.6 – 0.7 Acceptable

0.5 - .0.6 Poor



Num

.

Variable Type of Variable Cronbach Alpha Score No.

of

Item

1. Green Purchasing Behavior Dependent 0.802 Good 6

2. Consumers’ Environmental Attitude Independent 0.830 Good 4

3. Perceived Quality of Green ProductIndependent

0.805 Good 3

4. Consumers’ Environmental Concern Independent

0.731 Acceptable 4



Used Descriptive Statistics such Mean Analysis to obtain mean and

standard deviation.

Descriptive Statistics

N Mean S.d

TOTALGPB (DV) 100 4.02 0.562

TOTALEA (IV1) 100 4.45 0.526

TOTALPQ (IV2) 100 4.10 0.765

TOTALEC (IV3) 100 4.01 0.487

Valid N (listwise) 100



Used Descriptive Statistics such Mean Analysis to obtain mean and

standard deviation.Items Mean S.d

Green Purchasing Behavior

When I have a choice between two equal products, I purchase

the one less harmful to other people and the environment.4.38 0.736

When I want to buy a product, I look at the ingredients label to

see if it contains things that are environmentally-damaging.4.00 0.816

I prefer green products over non-green products when their

product qualities are similar4.16 0.801

I choose to buy products that are environmentally-friendly.4.03 0.810

I buy green products even if they are more expensive than the

non-green ones.3.57 0.844

I have avoided buying a product because it had potentially

harmful environmental effects.

3.99 0.745



Used Pearson’s Correlation Statistic

Correlations

TOTALGPB

(DV)

TOTALEA

(IV1)

TOTALPQ

(IV2)

TOTALEC

(IV3)

TOTALGPB

(DV)

Pearson Correlation 1

Sig. (2-tailed)

N 100

TOTALEA (IV1) Pearson Correlation .547** 1

Sig. (2-tailed) .000

N 100 100

TOTALPQ (IV2) Pearson Correlation .417** .454** 1

Sig. (2-tailed) .000 .000

N 100 100 100

TOTALEC (IV3) Pearson Correlation .542** .419** .409** 1

Sig. (2-tailed) .000 .000 .000

N 100 100 100 100

**Correlation is significant at the 0.01 level (2-tailed)



The overall variables have the value of Cronbach’s Alpha more than

0.700 which is good for the research (Zikmund, 2003)

Determine that the three major factors influencing the green purchasing

behavior towards IKEA’s products.

To measure the relationship between independent variable and dependentvariable with the Correlation Coefficient between the consumers’

environmental attitude, perceived quality of green product, consumers’

environmental concern and towards green purchasing behavior.

According to the S Cohen, 1988, 0.5 – 1.0 is the strong positive

relationship.



• factors like perceived quality should be always highlighted andimproved.

• the product should be more suits with the Malaysia’s culture.

• should aware about their product adaptation

IKEA

• be a role model to the Malaysian society

• practices use green product begin from their home and firms

• help to save Malaysia environment and can reduce the

environmental pollutions occurs.

Government

Sectors

• consumers should have positive attitude such willing to spend ongreen product

• it will save their spending and also helps them to protect theenvironmental.

Public

• to discover or investigate this research in depth on green

purchasing behavior towards green products.

• add in more variables towards this study

• use different sample size and sampling design

FutureResearcher

Slide Thesis Green Purchase Behavior

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