CHAPTER ONE
INTRODUCTION
1.0 Introduction
The introduction part of the research proposal has provided a brief background study of the topic, on which research study is being done. It has provided suitable justifications relating to why the topic has been chosen to be studied. In addition to that, the research aim, objectives, and questions has been developed along with its contribution to the existing scope of research work done in the context of determining green consumption behaviour among consumers.
1.1 Background to the study
Consumers and consumption form the primary basis of facilitating production of sustainable products, which is also referred to as green products by (Yang, et al., 2015). With increase in green consumption, consumers are largely capable of supporting the environmental goals associated with safeguarding its resources. This is due to the development of a consciousness and positive attitude among consumers to ensure that they do not result in causing further harm to the environment. Consumers are willing to pay more for availing products and services from organisations, known for their commitment towards delivering positive impact on the society as a part of doing business (Biswas & Roy, 2015). Despite increased efforts made by people towards green consumption, the rate of using environment-friendly products is decline. There has been an irregular consumption pattern witnessed within the context of environmental -friendly products. This results in highlighting the necessity to determine why people highly concern about the environment and its resources tends to exhibit lack of widespread acceptance of consuming green products. This further provides a suitable basis for determining the factors hindering the process of green consumption among people. A detailed knowledge of factors impacting adoption of green consumption process can therefore be explored within the scope of the present research work.
1.2 Problem Statement
In all economies of the world of which Malaysia is also a part, the quest for a sustainable green environment cannot be underestimated. This has led to massive awareness that tends towards consumption of goods and services that can reduce environmental impacts as against those that have resulted in environmental issues over the years.
An analysis of the trend of the consumption of green product revealed a lack of acceptance of these products from the part of the consumers. This lack of acceptance was associated to the existence of several barriers to green consumption by consumers (Hasan, et al., 2018). This has been a major concern for both the producers and retailers of these green products given the amount of resources that is spent to develop and sell these green products. To set the record straight, majority of the consumers do not purchase these eco-friendly products despite the huge financial expenses incurred by firms (Gleim, et al., 2013).
Numerous empirical studies have been carried out in the past as regards consumers’ green products consumption and purchasing behavior. While some of these studies focused on consumer’s perception Hasan, et al (2018); Tan, Johnstone, and Lin, (2016); Kowalska, et al., (2021); Ansu‑Mensah, (2021); Başgöze and Tektaş, (2012) and (Flores & Jansson, 2021) other studies focused on examining the factors that drives or act as barriers to consumer’s green product consumption and purchasing behaviour Dutta, Chen, and Peng, (2022) and Joshia and Rahman, (2015).
An extensive review of extant literature that has been carried out in this regard have revealed noticeable gaps that this study seeks to address. To begin with, it was found that a significant number of studies that have been carried out in the past focused on consumers’ green product’s purchasing behaviour. This study will deviate a bit by focusing specifically on consumers’ green product’s sustainable consumption behaviour. On the other hand, majority of this studies have been carried with in a qualitative approach. Thus, this study will be carried out in a quantitative approach. In addition to this, there is no evidence to suggest that any study have analysed the role of consumer green perception on the drivers and barriers to consumption behaviour.
It is in this regard that this study seeks to examine the drivers and barriers to green consumption behaviour by analysing the role of consumer green Perception.
1.3 Justification for Conducting Research Study
Several research studies have succeeded in determining barriers towards acceptance of green consumption of people as a means of safeguarding environment from further degradation. The factors like price and lack of knowledge about green products results in hindering the process of adopting green consumption among people. According to the study conducted by He et al. (2016), consumer perception, face perception and reference group results in contributing largely towards development of non-green consumption. In addition to those other factors like pro-social test, perceived risk performance aspect, trust, quality, and cynicism attitude witnessed among people results in restricting people from developing green-consumption habits. The relevance of each of these factors holds even in case of consumer category, recognised to be conscious towards environment (Borin et al., 2013). However, the information portrayed in each of these studies tends to provide a fragmented overview on green consumption and consumer behavioural factors. While the study of He et al. (2016) beamed the light of research on the factors affecting non‐green consumer behaviour, the study of Borin et al. (2013) focused on the analysis of consumer reactions to green strategies. In this regard, it is pertinent to develop a more inclusive knowledge scope wherein consumers’ green consumption behaviour can be examined in line with the consumers’ perception as well as the drivers and barriers. This resulted in consideration of the consumer green perception concept as a means of developing adequate knowledge on green consumption among people in the present research study. The relative importance of the research study lies on the fact that information about consumer green consumption is impacted by their attitude and behaviour towards use of green products, each of which are influenced by their perceptual judgement as well as interpretation.
1.4 Research Questions
The research questions have been developed to ensure that adequate amount of data has been collected in relation to the green consumption topic.
- What are the drivers and barriers to consumer green consumption behaviour?
- What is the influence of environmental responsibility on consumer’s green consumption behavior?
- What is the influence of environmental knowledge on consumer’s green consumption behavior?
- What is the influence of consumption values on consumer’s green consumption behaviour?
- What is the influence of Price Sensitivity on consumer’s green consumption behavior?
1.5 Research Aim and Objectives
The aim of the research study is to examine the drivers and barriers to green consumption behaviour by analysing the role of consumer green Perception.
The research objectives developed for the research study is as follows:
- To discuss the drivers and barriers to consumer green consumption behaviour.
- To examine the influence of environmental responsibility on consumer’s green consumption behavior.
- To examine the influence of environmental knowledge on consumer’s green consumption behavior.
- To examine the influence of consumption values on consumer’s green consumption behaviour
- To examine the influence of Price Sensitivity on consumer’s green consumption.
1.6 Scope of the study
The study aimed at examining the drivers and barriers to green consumption behaviour by analysing the role of consumer green Perception, therefore, the focus of the study will be on consumers from Malaysia. The participants of the study will be limited to university students and the study area shall cover Klang Valley. The targeted study area is selected because it is an urban area with much population of people. This study area will enable the study to draw from a pool of population that understands the trend of things as regards the consumption of green products.
1.7 Contribution of Research Work
The contribution of this research work cannot be over emphasized particularly at a period like this where the world is massively promoting production and consumption of green products in order to reduce the adverse effect of environmental degradation.
1.7.1 Practical significance:
The study will serve as a reference point for manufacturers and retailers of green products in order to grasp the useful knowledge of the drivers and barriers to consumer’s green product behaviour. On the specific level, the findings from this study will help producers of green products to gain useful insight of the consumer’s perception on green products consumption behaviour. This will aid in fashioning the product to suit the demands of these consumers without compromising the aim of sustaining the green environment.
On the other hand, the findings of the study can be extended to serve as policy guide to the policy makers in Malaysia. This will inform different policy and decisions that will be formulated as regards green product production and consumption in the country. In addition to this, each of the factors driving and hindering consumer green consumption can be carefully studied and integrated by organisations as a means of developing a strategy that succeeds in making the process of green consumption to be successful.
1.7.2 Theoretical Significance
As regards the theoretical significance of the study, the study will contribute to the extant literature that has been carried out in this regard in Malaysia by quantitatively examining the drivers and barriers to green consumption behaviour by analysing the role of consumer green Perception.
Chapter 5 CHAPTER TWO
Chapter 6 LITERATURE REVIEW
2.0 Introduction
The literature review section has provided a critical analysis of information collected from a wide range of scholarly articles conducted on the topic of research work. Information from multiple sources has enabled the process of making the scope of the research work highly significant since the gap existing within the present literature studies has been determined. The identified gap served as a suitable platform in terms of going ahead with the research work. Furthermore, based on the literature review data, hypotheses have been developed, comprising of dependent and independent variables. The relationship existing among the two set of variables has been further presented in the form of a research framework, which is well aligned with the scope of the present research work as well as research questions being developed.
2.1 Green Consumption Behaviour
According to Varela-Candamio, Novo-Corti and García-Álvarez (2018), the concept of green consumption is identified to be problematic in nature as the term green signifies the necessity of conserving natural resources as a part of consumption. However, destruction of natural resources is an integral part of consumption. Furthermore, it is to be also noted that green consumption results in intertwining with other concepts like sustainable, ethical, and responsible consumption patterns too. The concept of green consumption behaviour can be perceived from the point of view of environmental protection, responsible attitude towards the environment and social consciousness attitude (Biswas & Roy, 2015). The concept of green consumption can be summarised as a framework of consumption perception, results, objects, and processes developed within human mindset. In the most common cases, consumer green consumption behaviours relate to getting engaged in behavioural activities like recycling, preservation of water, purchase and consumption of eco-friendly bags and use of own shopping bags.
The study conducted by Kwon and Ahn (2020) stated green consumption behaviour as a type of consumption behaviour that seeks to minimise the negative impact of consumption on the environment. The degree of impact depicted in this case encompasses the overall process of consumption starting right from purchase, usage as well as disposal. From the point of view of classical theories of consumer behaviour, especially, theory of planned behaviour, it can be said that individuals are often deduced by their personal behavioural intention, which further results in depiction of specific behaviour Yue, Bheng, She & Xu, 2020). Hence, it can be said that the ability to develop green consumption intention within individual mindset leads to further profiling of green consumption behaviour too. The process associated with determining differences among consumption characteristics of green consumers can be explored in three different ways.
The demographic factors like gender, education, age, family size and family income tend to exhibit greater impact towards development of green consumption behaviour among people. It provides a suitable basis for determining green consumer characteristics through the consideration of demographic factors as a suitable base for segmentation (Biswas, 2016). Furthermore, the psychological dimension of green consumption behaviour among consumers too holds relevance from the classical theory of consumer behaviour. Certain psychological variables like perceived green value, knowledge of environment and perceived self-identification provides a suitable basis for extending the concept of planner behaviour theory. Hence, it enables the process of effectively predicting green consumption behaviour. However, the theory of planner behaviour in this context has outweigh the relevance of external factors, making the process of interpreting the green consumption to be quite complex in nature (Yue et al., 2020). On the other hand, the study conducted by Zou, et al, (2021) stated that the decision-making process involving green consumption behaviour among consumers can be analysed from the point of view of decision-making theory. It provides a suitable exploration of the logic underlying consumer decision to purchase environment-friendly products.
2.2 Factors Driving Green Consumption Behaviour
2.2.1 Socio-Demographic and Motivational Drivers
A considerable number of efforts has been given in terms of defining as well as profiling of green consumer segments from the psychographic point of view in terms of consumer personality and socio-demographic terms do (Paço, Shiel & Alves 2019). However, it is to be noted that each of these approaches has resulted in generation of in-consistency and hence inconclusive results too. This is a clear indication of the fact that use of socio-demographic characteristics in case of green consumption behaviour is somewhat limited. Hence, it is quite evident that consumer characteristics are itself not capable enough in terms of determining green consumption behavioural attributes. It is to be noted that the motivational factors play a significant role towards green consumption behaviour (Joshi & Rahman, 2015). The factors identified in this context are individual emotional attachment towards nature, value system, ethical beliefs, personal circumstances, and personal norms even.
2.2.2 Environmental Knowledge and Attitude
According to Kumar and Ghodeswar (2015), environmental knowledge often serves as a notable factor driving people towards exhibition of green consumption behaviour. It is based on the rationalist model approach, wherein people are assumed to get engaged in pro-environmental behaviour, when they are educated and aware of the environmental issues. However, it is to be noted that empirical evidence of this relationship is not clear. This resulted in making the relationship among environmental knowledge and behaviour to be somewhat complex in nature. On the other hand, the study conducted by Varshneya, Pandey and Das (2017) stated that consumer concern towards environmental issues serves as strong antecedent towards green consumption behaviour. However, high level of concern towards environment does not result in increasing product-specific environmental knowledge among people. It is to be noted that even with increased environmental concerns, consumers are often found to not get involved in the process of cognitive processing of the effects exhibited by green consumption behaviour or green products. Goh and Balaji (2016) also stated that environmental knowledge does not serve as a notable prerequisite to pre-environmental behaviour. It is due to the lack of proper and adequate knowledge among people about environmental issues and hence act in a responsible manner towards the environment and its resources.
The green consumption behaviour among consumers is predicted based on their attitude towards the environment (Khare, 2015). It is due to fact that attitudes are being widely perceived as a major factor impacting human behavioural attributes. On the other hand, the study conducted by Suki (2016) stated that positive attitude of consumers towards the environment do not result in translating them towards exhibition of purchase decision of green products. Such attitude is witnessed among people due to socially desirability bias along with impact of social norms that goes ahead with impeding the process of rapid adaptation to green consumer behaviour.
2.2.3 Environmental Responsibility
Environment responsibility can be defined as the state in which an individual tends to express an intention to exhibit an action-oriented approach towards remediating issues that the surrounding environment is exposed to (Jaiswal & Kant, 2018). However, it is to be noted that such actions deployed does not count for an individual consumer perception limited within own economic interests. Instead, the scope of the concept seems to be extended beyond individual considerations. It signifies an instance of citizen and consumer concept concerning societal-environmental and well-being. The study conducted by Joshi and Rahman (2016) stated that individuals possessing a high level of responsible attitude towards the environment goes ahead with exhibiting a favourable attitude towards purchasing green products. However, effectiveness of environmental responsibility among consumers in this context is required to take efforts in ensuring that their e complies with their responsible attitude.
According to the study conducted by Yu et al. (2020), environmental behaviour intention within consumers can be predicted through the process of accurately integrating environmental responsibility within the model of planned behavioural theory. It is mainly since an individual sense of responsibility is closely associated with their behaviour towards the environment. In fact, individuals with stronger sense of responsibility towards the environment are found to exhibit high degree of willingness towards getting engaged in pre-environmental behaviour. The study conducted by Wang, Ma and Bai (2019) stated that environmental responsibility reflects spiritual quality like public spirt, courage perseverance and self-restraint attitude, which further results in the individual to get engaged in the process of solving ecological issues. Hence, it can be said that environmental responsibility attitude serves as a powerful driving force that tends to motivate individuals to take responsibility of the environment through getting engaged in pro-environmental behaviour. Furthermore, it is to be noted that the relationship among environmental responsibility and green consumption can be described from the point of view an individual’s desire to willingly take part in solving environmental issues. Such attitude witnessed among people serves a notable factor driving green consumption behaviour development.
2.3 Barriers to Development of Green Consumption Behaviour
2.3.1 Situational Factors
The study conducted by Paul, Modi and Patel (2016) stated that barriers to green consumption behaviour provides suitable understanding of why consumers state themselves to be motivated towards exhibition of green consumption behaviour but refrains themselves from getting engaged in such practice. The situational factors like economic constraints and lack of suitable choice and availability results in emergence of barriers towards green consumption behaviour. In addition to other factors like quality perceptions as well as lack of adequate information and cynicism attitude results in impacting green consumption behavioural attitudes among consumers. Biswas and Roy (2015) stated that internal obstacles of consumers in the form of ethical standards, sense of responsibility. Furthermore, social pressures from surrounding environment also results in impeding green consumption behaviour among people too.
2.3.2 Price Sensitivity
According to Borin, Lindsey‐Mullikin and Krishnan (2013) studies conducted in the domain of consumer behaviour has defined price sensitivity as the factor that determines the extent to which individuals exhibit differential attitude towards change in prices. The product and services in this case are being differentiated solely based on its price. Kwon and Ahn (2020) stated that price sensitivity is considered as a direct or indirect antecedent of developing purchase intention among consumers towards green products. It is to be noted that though consumer claim themselves to be highly concerned towards the environment but does not go ahead in adopting pro-environmental behaviour when it comes to actual purchase decision-making process. It is mainly due to the high price of green products when compared to traditional products. Biswas (2016) stated price sensitivity to be an important factor impacting purchase intention among consumers who are subjected to lower price sensitivity. The overall decision concerning consumption of green products depends on the price of the product entirely.
There are situations wherein premium price of green products results in outweighing consumer concern and responsible attitude towards the environment. Hence, the consumer group gets engaged in the process of purchasing non-green products and solely based on price restricts themselves from developing green consumption behaviour. The study conducted by Joshi and Rahman (2015) stated that consumer with a positive attitude developed towards consumption of green products may not always result in turning the positive attitude into reality on being a consumer of green products, reasoning the cost factor to be too much. Hence, it can be said that consumers recognised as highly price sensitive are likely to exhibit consciousness attitude towards the environment and hence develop any belief of developing green consumption behaviour too.
2.4 Theoretical Review
Scholars in the field of marketing have propounded series of theories in relation to consumer’s green consumption behaviour. Amongst these theories are Theory of Planned Behaviour, theory of reasoned action and value-belief-norm (VBN) theory. Each of these theories shall be examined in line with their relevance to underpinning the study.
2.4.1 Theory of Planned Behaviour
Propounded by Ajzen, (1988), the theory of planned behaviour is a social-psychological theory that explains consumer’s behavioral decision-making processes with aim of understanding and predicting individuals’ behavior. Since the theory aimed at explaining how individuals plan their behavior to achieve specific goals, the theory assumed that consumer’s consumption behaviour can best be predicted by asking consumers about their intention to behave in a certain way.
2.4.2 Theory of reasoned action:
The theory of reasoned action aims at explaining the relationship that exist between human’s attitudes and behaviors. Propounded by Martin Fishbein and Icek Ajzen in 1967, the theory is postulated to predict individuals’ behaviour in the context of their pre-existing attitudes and behavioral intentions. In essence, the duo posits that an individual’s decision to engage in a particular behavior depends on the outcomes that such individual expects to derive from performing the behavior.
This theory is a useful model because it helps researcher in examining whether “consumers’ intentions to consume a particular product are influenced by their attitudes and perceptions towards the expected benefits.
2.4.3 Value-belief-norm (VBN) theory
The VBN theory was developed by Stern, et al., (1999). The theory explains the influence of human values on behaviour within the context of environmental concern by proposing that moral or values and norms are the combined determinants of consumer’s environmental behaviours (Davari, et al., 2017). The theory posits the association between beliefs, values, norms, and behaviours Invalid source specified.]. This theory has been widely considered to be useful by researchers that are seeking to analyse consumer’s green behaviour because it encompasses rational value-driven beliefs and norms.
2.5 Hypotheses Development
The hypotheses for the research study have been developed based on literature review findings and the research questions developed for the research study:
The study carried out by Indriani, et al., (2019) found that Environmental Knowledge is insignificant to influence consumers’ Green Purchase Intention. On the other hand, the study of Fraj-Andrés and Martínez-Salinas, (2007) found the influence of environmental knowledge to have a significant effect on ecological behaviour.
H1: Environmental knowledge has a significant influence on green consumption behaviour among consumers.
The study carried out by Yue, et al., (2020) revealed that environmental responsibility has a positive impact on green consumption intention. Furthermore, the study carried out by Duong, et al., (2022) found a positive but insignificant relationship between environmental responsibility and perceived behavioural control and green purchase intention.
H2: Environmental responsibility has a significant influence on consumer green consumption behaviour.
The study caried out by Amin and Tarun, (2020) found that consumption values have insignificant impact on customers’ green purchase intention. Furthermore, the study of Shoukat, et al., (2021) found that consumption value has significant impact on green products.
H3: consumption value of green products has a significant influence on green consumption behaviour of consumer.
The study carried out by Yue, et al., (2020) revealed that price sensitivity exerts a negative role on green consumption intention. Furthermore, the study carried out by Ghosh (2020) revealed also found that there is negative moderating effect between price sensitivity and green purchase intention.
H4: Price sensitivity has a significant influence on green consumption behaviour of consumers.
2.6 Research Framework
Based on the hypothesis developed among independent and dependent variables and the relationship specified within them, the framework for the research study has been developed. There are five independent variables, environmental knowledge, environmental responsibility, consumption value, and price sensitivity. The dependent variable in this case is green consumption behaviour.
Figure 1: Research Framework
| Environmental knowledge |
| Environmental responsibility |
| Consumption value |
| Price sensitivity |
| Green consumption behavior |
| H1 |
| H2 |
| H3 |
| H4 |
(Source: Author’s Creation)
CHAPTER THREE:
METHODOLOGY
3.0 Introduction
The methodology part of the research study has defined the steps to be followed in terms of succeeding in data collection, interpretation, and further analysis. The data collection and analysis methods has been selected, keeping in mind the focus of the research work on analysing green consumption behaviour, from the point of view of its drivers as well as barriers. Every aspect of research methodology holds importance in terms of enabling a research study to accomplish the gap existing with existing literature review. Likewise, the concepts defined in this chapter has been identified with the focus lying on their ability to help gaining data that provides adequate data about consumer green consumption behavioural pattern.
3.1 Research Paradigm
Research paradigm is identified as a standard model used for the purpose of identifying suitable methods of data collection and analysis, considering the scope and focus of a research work (Nayak & Singh, 2021). There are four different types of research paradigm available for considering within the scope of a research work, positivism, realism, interpretivism and pragmatism (Kothari, 2004). The selection of a suitable research paradigm depends entirely on the objectives that a study intends to accomplish. As a part of determining green consumption behaviour of consumers, the positivism research paradigm has been the most suitable one because it enables a researcher to understand human’s behaviour through observation and reason. It looks forward to consideration of factual knowledge, collected through reliable sources and hence can be looked forward to delivering effective results (Flick, 2015). in addition to this, it enables researcher to incorporate theories with the development of hypothesis that can be tested in the study. In this context, since, the research study involves consumers, hence there is no other suitable source from which factual data can be collected, other than the consumers itself. Furthermore, the positivism research philosophy aids the process of collecting data followed by its interpretation in an objective manner. Hence, details about barriers and drivers of consumer green consumption behaviour can be gathered and further interpreted from an objective point of view.
3.2 Research Design
Research design holds immense significance in terms of identifying suitable tools to be used for successful data collection as well as analysis. The process of selecting tools in this context relies on considering the focus and scope of the research work largely (Snyder, 2019). The different types of research design available for selection are exploratory, descriptive, experimental, and causal Broadhurst and Holt (2012). The present research study being conducted on green consumption behaviour requires collecting in-depth information about the factors that drive them towards consuming green products as well as those that hinders their consumption process. This has resulted in selection of exploratory research design as the suitable one to be followed for further selection of proper data collection and analysis tools. Exploratory research design seeks to investigate research questions and objectives by collection of data on problem areas, that is yet to be explored in due course of time. Likewise, the research study is too focussed on overcoming research gap within the context of green consumption behaviour. Hence, the exploratory research design is the most suitable one in this case. It possesses the ability to develop a quantitative study of the problem at hand.
3.3 Data Collection Procedure
Data collection involves selection of a suitable and valid source, from which information relevant to the scope of the research work can be collected. The process holds immense significance since effectiveness of a research study to succeed depends entirely on the selection of a suitable mode of data collection (Kumar, 2018). Data collection process are of two types, primary and secondary. The segregation is based on the source from which data has been collected for the research study. For the present research study, primary data collection process has been the suitable one since it enables the process of collecting first-hand data directly from the source, impacted by the scope of the research work or is actively involved within it (Garland, 2012). Hence, with the use of primary data collection process, the research study will be able to collect valid information set directly from the consumers and hence develop knowledge on their perception towards green consumption, factors driving them as well as acting as a barrier too. Since, primary data collection directly from the consumers is considered, hence quantitative research method will be followed in terms of further collection, analysis, and its interpretation. A well-structured questionnaire will be used as a researcher instrument for the data collection
3.4 Sampling Strategy
Sampling is the process that enables the selection of a small range of samples out of the given large population to help in the process of conducting the research study within the limited scope of operations (Taherdoost, 2016). The significance of sampling process lies in ensuring that the selected sample possess the ability to represent the entire population segment impacted or associated within the problem focus of the research work. The effectiveness of sampling lies in ensuring that a research study can succeed in generalising findings effectively from the selected research sample to the population. Hence, sampling process enabled the research study to succeed in collecting data from a smaller sample size and collect relevant information about green consumption behaviour.
The research study has selected convenience sampling method for selecting suitable samples for data collection process. Convenient sampling method enables data collection from a convenient pool of resources and hence selection of suitable sample can be accomplished in an easy and simple manner (Flick, 2015). Hence, the research study was able to accomplish the process of selecting suitable samples for data collection in a prompt and economical manner. The sample size selected for collecting primary data has been selected as 200. The rationale for this selection rest on the premise that they have the knowledge of green product and they have once consumed one or two green products. The selected sample size for the research study complies with the time limitations and is well fitted within the scope of the research work defined. Each of the samples selected for data collection process are aware of green consumption and green products. In addition to that, they also look forward to consumption of green products too. Hence, the 200 samples will be utilised for collecting data that goes ahead with providing valuable data about green consumption behaviour.
3.5 Data Collection Instrument
The primary data for the research study has been collected using questionnaire method from the selected 200 samples. The questionnaire method of data collection is a significant research instrument used for collecting data from many sample respondents (Kumar, 2018). It comprises of a series of questions along with suitable options, allowing the respondent to select the share answer based on their individual perception and scope of knowledge. It provides a prompt and convenient method of data collection from the respondent. Questionnaires used in a research study, are of mainly two types, open ended and close ended. In case of the present research study on green consumption behaviour, data will be collected using questionnaire that comprises of close ended questions. This enables the respondents to select the most preferable answer out of the given options and hence contribute towards the process of gathering immense data on green consumption behaviour of consumers. The questionnaire used for data collection process in the context of the research study, comprises of both demographic and Likert scale questions. The demographic data is to be collected in terms of determining the type of green consumers. Furthermore, with the help of Likert scale data, the research study will succeed in gathering data relevance to consumer level of satisfaction towards factors driving them towards development of green consumption behaviour as well as hindering the process too. It is to be noted that since, Likert scale collects data using a 7-point scale of Strongly Disagree =1; Disagree =2; Somewhat Agree= 3; Neutral= 5; Agree= 6 and Strongly agree= 7. Hence, the depth of the collected data set in terms of determining green consumption behaviour of consumers can be analysed in a detailed manner.
3.5.1 Reliability of Research Instrument
Reliability of research instrument measure the consistency of the research instrument. In essence, it is the measures the extent of consistency of a research instrument consistently towards the suitability of the instrument to measure what it intends to measure. Reliability of research instrument is a process that ensures that when a research instrument is administered under similar circumstance over several times, it will yield the same result ( (Kothari, 2004), 2004). The Cronbach’s Alpha coefficient has been widely used by researchers as a measure of reliability of research instruments. its coefficient value is used to determine the internal consistency level of a research instrument. This value ranges between 0 and 1. While the value of below 0.7 is not acceptable, the value of 1.0 means that the research instrument is perfectly reliable.
3.5.2 Validity of Research Instrument
In a research work where the data will be obtained through primary method of data collection, it is pertinent to subject the research instrument which in most cases is questionnaire is to be subjected to validity. Popoola (2014) conceptualized validity of research instrument as the measure of degree at which a research instrument measures what it purposed to measure. The following are the ways in which validity of the research instrument are done: face validity, and content validity.
3.5.2.1 Face Validity
Face validity is the extent to which a layman, test users, audience viewed research instrument to have measured a particular construct. For this study, the research will ensure that research instruments will be checked by research experts and supervisors. In the same way, the corrections and suggestions that arose during the validation will be affected before the actual administration of the questionnaire.
3.5.2.2 Content Validity
Content validity refers to the ability of a selected items to observe the variables of the construct that is being measured. This process is being done by tapping into the knowledge of people who are familiar with the construct being measured.
3.6 Data Analysis Strategy
Data analysis involves analysing the collected data set to determine the ability of the data set in providing suitable answers to each of the research questions developed for the study. Since, the research study has focussed on collecting data using questionnaire survey, hence it is subjected to quantitative analysis of data. The quantitative data analysis involves performing numerical data analysis using suitable statistical methods in terms of providing suitable inference to the problem scope of the research work (Mackey & Gass, 2015). In case of present research work, data analysis is proposed to be done using statistical tools to gather a meaningful insight into the information underlying within the data set relating to green consumption behaviour. For this purpose, SPSS (Statistical Package for Social Science) is to be used. With the help of SPSS tool, both descriptive and inferential statistical analysis of the collected data set from 200 respondents will be performed. It is to be noted that some of the tests to be conducted using SPSS tool comprises of descriptive statistics, reliability analysis, normality test, regression analysis, correlation analysis and finally testing of hypothesis developed for the research study.
3.6.1 Descriptive Analysis
Descriptive analysis an analysis that is often performed in order to under the distribution of data in a study. It aids and facilitates visualisation and analysis by measuring mean, median and mode; range, maximum, minimum, variance and standard variation.
3.6.2 Correlation Analysis
This analysis will be carried out in order to examine the relationship that exists between the dependent variables and independent variables of the study. When the correlation coefficient is positive, it can be concluded that an increase in the independent variable will lead to increase in the dependent variable. If the correlation coefficient is negative, then it can be concluded that an increase in the independent variable will lead to an increase in the dependent variable. When the coefficient of correlation is 0 (zero), it can be concluded that there is no correlation relationship between the variables (Silva, 2012). This study will conduct the Pearson correlation coefficient to examine the nature of relationship between the variables.
3.6.3 Regression Analysis
Regression analysis is a common statistical technique that is employed by researchers in order to understand and forecast the influence of the explanatory variables on the dependent variable (Gujarati & Porter, 2009). It reveals how the dependent variable will be affected by a change in the independent variables. The multiple regression analysis will be conducted in this study in order to determine the effect of each explanatory variables on the dependent variable.
The model for the analysis is presented as:
Y= αₒ+β1x1+ β2x2+β3x3+ β4x4 + µi
Where Yi represents the dependent variable;
β1x1 – β4x4 represents the independent variables and
µi represents the error term.
3.7 Ethical Consideration
Ethical considerations are of utmost significance since data is collected directly from the consumers in terms of accomplishing the research questions. This signifies the necessity of taking prior permission of the respondents before going ahead with actual data collection process. Participation in the research study is voluntary and hence care must be taken to enable the respondents to take part in the data collection process as per their own will. In addition to that, emphasis is required to be given in terms of maintaining full confidentiality of the respondents as well as data shared by them. It is to be noted that the data collected for the research work will be solely used for the present research work on green consumption and not anywhere else beyond the scope of this research study. Furthermore, ethical considerations are required to be maintained in terms of collecting data from literature sources while doing literature review. Information provided in the literature review, must be properly sourced and referenced. It signifies the necessity of providing proper acknowledgement from the original sources from which data has been collected.
CHAPTER FOUR:
RESULTS AND FINDINGS
4.0 Introduction
This presents the data analysis and interpretation of the results. The chapter begins by analysing the demographic characteristics of the respondents before proceeding to the analysis of the study through Pearson correlation coefficient and multiple regression analysis. The study used Statistical Package for Social Sciences (SPSS) is employed for the study’s analysis.
4.1 Descriptive Analysis
Table 4.1.0
| Descriptive Statistics | |||||
| N | Minimum | Maximum | Mean | Std. Deviation | |
| Green_Consumption | 200 | 1.75 | 7.00 | 6.2850 | .54395 |
| Eenvironmental_Knowledge | 200 | 4.33 | 7.00 | 6.3450 | .79808 |
| Eenvironmental_Responsibility | 200 | 5.00 | 7.00 | 6.4533 | .44963 |
| Consumption_Value | 200 | 4.00 | 6.33 | 5.9217 | .46781 |
| Price_Sensitivity | 200 | 5.00 | 7.00 | 6.5763 | .37021 |
| Valid N (listwise) | 200 | ||||
The above table presents the descriptive analysis of the study’s dependent and independent variables. It can be inferred from the table that 200 respondents successfully fill and return the questionnaire. The descriptive statistics measured the central tendency of the variables. From the analysis, it was revealed that there is stability amongst the variables as the mean value is almost the same for all variables except for consumption value which slightly lesser than 6. In the same vein, it was found that Green_Consumption, Environmental_Knowledge, Environmental_Responsibility and Price_Sensitivity has almost the same mean value. However, the mean value for all variables falls within the range of the minimum and maximum value.
4.1.1 Demographic Profile
| 1. Age (select only one) | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | 18 – 24 years old | 144 | 72.0 | 72.0 | 72.0 |
| 25 – 30 years old | 33 | 16.5 | 16.5 | 88.5 | |
| 31 – 34 years old | 12 | 6.0 | 6.0 | 94.5 | |
| 35- 40 years old | 11 | 5.5 | 5.5 | 100.0 | |
| Total | 200 | 100.0 | 100.0 | ||
Table 4.1.1 above presents the age distribution of the study’s selected respondents. The table revealed that 72% of the respondents are within 18 – 24 years of age. The number of respondents that fall within the ages of 25–30 years old is 33 and it represent the 16.5%. Meanwhile the respondents whose age falls within 31-34 years of age group are 12 which is 6% of the total respondents. The remaining 5.5% of the respondents are those whose age falls within 35-40 years old. The greater percentage of the respondents are those whose age falls within 18-24 and 25-30 years with 72% and 16.5% respectively. These two age groups confirmed that the study is carried out in university area because these two age brackets are mostly of those students in the higher institutions.
| 2. Gender (select only one) | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Male | 138 | 69.0 | 69.0 | 69.0 |
| Female | 62 | 31.0 | 31.0 | 100.0 | |
| Total | 200 | 100.0 | 100.0 | ||
The gender distribution of the study’s selected participants is presented in the table above. The table revealed that 138 which represents 69% of the 200 respondents of the study are male while the remaining 62, another 31% of the participants are female. This implies that the researcher favoured more male respondents than female respondents in the study. The justification for this may be because male in most cases are considered to make consumption decision.
| 4. Education (select only one) | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Foundation / Diploma | 53 | 26.5 | 26.5 | 26.5 |
| Degree Undergraduate | 145 | 72.5 | 72.5 | 99.0 | |
| Postgraduate | 1 | .5 | .5 | 99.5 | |
| PhD | 1 | .5 | .5 | 100.0 | |
| Total | 200 | 100.0 | 100.0 | ||
The table above revealed the distribution of respondents’ educational background.
The table shows that 53 of the respondents, which represents 26.5% of the total respondents of this study have Foundation/Diploma education. Furthermore, 145 of the respondents which represents 72% of the total respondents Degree undergraduate students. The remaining respondents are 1 Postgraduate and 1 PhD students. From the distribution, it can be inferred the study’ major respondents are undergraduate students, and it is assumed that they will most likely have the knowledge of green consumption.
| 5. Monthly Income Level (select only one) | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Less than RM1000 | 5 | 2.5 | 2.5 | 2.5 |
| RM1000 – RM2000 | 127 | 63.5 | 63.5 | 66.0 | |
| RM2001-RM3000 | 49 | 24.5 | 24.5 | 90.5 | |
| RM3001-RM4000 | 7 | 3.5 | 3.5 | 94.0 | |
| RM4001 and above | 12 | 6.0 | 6.0 | 100.0 | |
| Total | 200 | 100.0 | 100.0 | ||
The table above presented the monthly income distribution level of the study’s respondents. While 2.5% of the 200 respondents are earning below RM1000 as their monthly income, 63.5% of the total respondents earns a monthly income that falls between RM1000-RM2000. In addition to this, 24.5% of the total respondents earns between RM2001-RM3000 monthly. However, the remaining respondents represents 3.5% and 6.0% of the respondents whose monthly income is lesser between RM3001-RM4000 and RM4001-above respectively.
| 6. State Your Degree of Awareness on the green consumptions behaviours globally (select only one) | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Aware | 44 | 22.0 | 22.0 | 22.0 |
| Slightly Aware | 140 | 70.0 | 70.0 | 92.0 | |
| Not Aware | 16 | 8.0 | 8.0 | 100.0 | |
| Total | 200 | 100.0 | 100.0 | ||
The table presents the degree at which the respondents are aware of the global green consumption behaviours. The table revealed that 22% of the respondents are strongly aware of the awareness on green consumption behaviours globally. In the same vein, 70% of the respondents claimed to be slightly aware of the awareness on green consumption behaviours globally. However, the remaining 8% of the study’s 200 respondents are not aware of the awareness on green consumption behaviours globally.
| 7. State Your Degree of Awareness on the green consumptions behaviours in Malaysia (select only one) | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Strongly Aware | 28 | 14.0 | 14.0 | 14.0 |
| Slightly Aware | 110 | 55.0 | 55.0 | 69.0 | |
| Not Aware | 62 | 31.0 | 31.0 | 100.0 | |
| Total | 200 | 100.0 | 100.0 | ||
The table above presents the degree of the respondents’ awareness about the green consumption behaviours in Malaysia. From the table, it was revealed that 14% of the respondents are strongly aware of the awareness on green consumption behaviours in Malaysia. More so, 55% of the respondents claimed to be slightly aware of the awareness on green consumption behaviours in Malaysia. Meanwhile, the remaining 31% of the study’s 200 respondents claimed not to be aware of the awareness on green consumption behaviours in Malaysia.
| 8. Are you a green consumer? (select only one) | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Yes, I am a green consumer | 200 | 100.0 | 100.0 | 100.0 |
The above revealed that all the two hundred respondents that are chosen for this study are all green consumers. This will aid the researcher to have a better insight of green product consumption since all the respondents are claimed to be a green consumer.
| 9. Experience in green consumption (select only one) | |||||
| Frequency | Percent | Valid Percent | Cumulative Percent | ||
| Valid | Less than 6 months | 24 | 12.0 | 12.0 | 12.0 |
| 6 months to < 1 year | 134 | 67.0 | 67.0 | 79.0 | |
| More than 1 year | 42 | 21.0 | 21.0 | 100.0 | |
| Total | 200 | 100.0 | 100.0 | ||
The table above presents the respondents’ experience in green consumption. It was shown that 12% of the respondents have less than 6 months experience in green consumption. Meanwhile, 67% of the respondents have between 6 months to a year experience in the consumption of green product. The remaining 21% represents the respondents whose experience in green consumption is more than a year.
4.2 Scale Measurement
4.2.1 Reliability Test
| S/N | Variables | No. of Items | Cronbach Alpha Co-efficient (α) |
| 1 | Environmental Knowledge | 3 | 0.920 |
| 2 | Environmental Responsibility | 3 | 0.712 |
| 3 | Consumption Value | 3 | 0.810 |
| 4 | Price Sensitivity | 4 | 0.732 |
| 5 | Green consumption Intention | 4 | 0.735 |
Source: Field Survey, 2022
The table above presents the results of the reliability test that was carried out as a pilot study in order to measure the consistency of the research instrument (Qustionnaire). From the value of the Cronbach Alpha Co-efficient, it was revealed the items of the research instrument are reliable and can be used for the main study since all the values are above the value of 0.7. In this researcher proceeded to administering the questionnaire to the selected participants.
4.3 Pearson Correlation Coefficient
| Correlations | ||||||
| DV | EK | ER | CV | PS | ||
| DV | Pearson Correlation | 1 | .547** | .514** | .615** | .163* |
| N | 200 | 200 | 200 | 200 | 200 | |
| EK | Pearson Correlation | .547** | 1 | .217** | .499** | .098 |
| N | 200 | 200 | 200 | 200 | 200 | |
| ER | Pearson Correlation | .514** | .217** | 1 | .767** | .594** |
| N | 200 | 200 | 200 | 200 | 200 | |
| CV | Pearson Correlation | .615** | .499** | .767** | 1 | .211** |
| N | 200 | 200 | 200 | 200 | 200 | |
| PS | Pearson Correlation | .163* | .098 | .594** | .211** | 1 |
| N | 200 | 200 | 200 | 200 | 200 | |
| **. Correlation is significant at the 0.01 level (2-tailed). | ||||||
| *. Correlation is significant at the 0.05 level (2-tailed). | ||||||
The table above presents the correlation coefficient of the dependent and the independent variables. The coefficients value of the independent variables revealed that there is significant positive relationship between green consumption behaviour (DV), environmental knowledge (EK), environmental responsibility (ER), consumption value (CV) and price sensitivity (PS). This finding implies that an increase in each of the independent variables will lead to an increase in green consumption behaviour (DV). Environmental knowledge (ER), environmental responsibility (ER) and consumption value (CV) are significant at 0.01 level of significance while price sensitivity is significant at 0.05 level of significance.
4.4 Multiple Regression Analysis
| Model Summaryb | ||||
| Model | R | R Square | Adjusted R Square | Std. Error of the Estimate |
| 1 | .700a | .490 | .480 | .39224 |
| a. Predictors: (Constant), PS, EK, EA, ER | ||||
| b. Dependent Variable: DV | ||||
The table above present the model summary of the regression analysis. the R value is 0.70 which implies a 70% correlation between the dependent and independent variables. Furthermore, the R Square and adjusted R Square values are 0.490 and 0.480 respectively. This implies that the model’s independent variables vis-a-vis environmental knowledge, environmental responsibility, consumption values and price sensitivity only explain 49 percent of the variation in the dependent variable (green consumption behaviour). This has left 51 percent of the variation in the green consumption behaviour to be explained by other independent variables that are not included in this study.
| ANOVAa | ||||||
| Model | Sum of Squares | df | Mean Square | F | Sig. | |
| 1 | Regression | 28.878 | 4 | 7.220 | 46.925 | .000b |
| Residual | 30.002 | 195 | .154 | |||
| Total | 58.880 | 199 | ||||
| a. Dependent Variable: DV | ||||||
| b. Predictors: (Constant), PS, EK, CV, ER | ||||||
From the Analysis of Variance (ANOVA) result that is presented above, it was revealed that the F-ratio is 46.925 which is greater than 1. Thus, the study concluded that the model is efficient to reveal a robust result. In the same vein, the P-vale which is also known as the significant value is below 0.01 and 0.05 which implies that the result is significant.
| Coefficientsa | ||||||
| Model | Unstandardized Coefficients | Standardized Coefficients | t | Sig. | ||
| B | Std. Error | Beta | ||||
| (Constant) | 1.887 | .571 | 3.305 | .001 | ||
| EK | .282 | .044 | .414 | 6.428 | .000 | |
| ER | .526 | .145 | .435 | 3.626 | .000 | |
| CV | .126 | .129 | .108 | .972 | .332 | |
| PS | -.233 | .110 | -.159 | -2.109 | .036 | |
| a. Dependent Variable: DV | ||||||
The table above presents the result of the study’s regression analysis. From the analysis, it was revealed that EK (Environmental Knowledge) exerts positive and statistically significant influence on green consumption behaviour due to its probability value that is lesser than 0.05 percent. This result supports the findings of Fraj-Andrés and Martínez-Salinas, (2007). However, the result is in congruence with the findings from the study of Indriani, et al., (2019).
Furthermore, ER (Environmental Responsibility) was also found to exert positive and statistically significant influence on young green consumption behaviour. This result is supported by the finding of Yue, et al., (2020). Although, the influence is positive, it is in congruence with the finding of Duong, et al., (2022) where it was found that the influence of environmental knowldege on green intention.
Meanwhile, it was found that the influence that consumption value (CV) exerts on green consumption is positive but statistically insignificant. This is in line with the finding of Amin and Tarun, (2020). However, the result is in congruence with the result of Shoukat, et al., (2021) where it was found that consumption value has significant impact on green products.
The coefficient value of price sensitivity is negative and statistically significant. This is in line with the study of Yue, et al., (2020). The result is also supported by the finding of Ghosh (2020).
4.4.1 Hypothesis Testing
The decision rule for the hypothesis testing is on the premise of the probability value.
The hypotheses are tested as follows:
H0: Independent variable has insignificant influence on green consumption behaviour among consumers.
H1: Independent variable has significant influence on green consumption behaviour among consumers.
Decision rule: Reject the null hypothesis (H0) if the probability value is less than 0.05 significant level. If otherwise, do not reject the null hypothesis.
Hypothesis 1: The probability value of the Environmental Knowledge is less than 0.05. Therefore, the null hypothesis is rejected and the study concluded that Environmental Knowledge significantly influenced green consumption behaviour among consumers.
Hypothesis 2: The probability value of the Environmental Responsibility is less than 0.05. Therefore, the null hypothesis is rejected and the study concluded that Environmental Responsibility significant influenced green consumption behaviour among consumers.
Hypothesis 3: The probability value of the Consumption Value is greater than 0.05. Therefore, the null hypothesis is not rejected and the study concluded that Consumption Value has no significant influence on green consumption behaviour among consumers.
Hypothesis 4: The probability value of the Price Sensitivity is less than 0.05. Therefore, the null hypothesis is rejected and the study concluded that Price sensitivity has significant influence on green consumption behaviour among consumers.
4.4.2 Results of Hypothesis Testing
| Hypothesis | Significance | Decision |
| H1 | 0.000 | Accepted |
| H2 | 0.000 | Accepted |
| H3 | 0.332 | Not Accepted |
| H4 | 0.036 | Accepted |
4.5 Conclusion
The chapter have analysed and interpreted the data obtained for the purpose of the. The demographic characteristics of the respondents was analysed. The Pearson correlation was used to examine the relationship between the dependent and independent variables. Furthermore, the multiple regression analysis was also employed to examine the influence of the independent variables on the dependent variables. The 3 of the 4-hypothesis tested in this study were accepted. The next chapter will anchor the discussion of the hypothesis.
CHAPTER FIVE
DISCUSSION
5.1 Introduction
This chapter will anchor the discussion of the research hypothesis for this study.
5.2 Discussion of Research Hypothesis
5.2.1 Environmental Knowledge
The coefficient value of environmental knowledge is positive and statistically significant. This finding suggests that an increase in consumer’s environmental knowledge will lead to an increase in consumer’s green consumption behaviour. The null hypothesis for this variable was rejected in favour of the alternative hypothesis based on its probability value that is below 0.05 significant level. This was supported by the study of Fraj-Andrés and Martínez-Salinas, (2007) where it was found that environmental knowledge has a significant effect on ecological behaviour. This may be because of consumer’s knowledge and experience of environmental issues such as earth warming, biodiversity amongst others. However, this finding did not conform with the finding Indriani, et al., (2019) found that Environmental Knowledge is insignificant to influence consumers’ Green Purchase Intention. The justification for this discrepancy may be because the study examined the consumer’s green purchase intention which while the current study examines consumer’s green consumption intention. The hypothesis supports the theory of reasoned action where it was posited that individual’s decision to engage in a particular behavior depends on the outcomes that such individual expects to derive from performing the behavior.
5.2.2 Environmental Responsibility
The coefficient value of environmental responsibility is positive and statistically significant. This finding suggests that an increase in consumer’s environmental responsibility will lead to an increase in consumer’s green consumption behaviour. The null hypothesis for this variable was rejected in favour of the alternative hypothesis because of its probability value that is below 0.05 significant level. This was supported by the study Yue, et al., (2020) where it was found that environmental responsibility has a positive impact on green consumption intention. This implies that consumers are taking the protection of the environment upon themselves by consuming green products. However, this finding is in congruence with the finding Duong, et al., (2022) where the influence was found to be insignificant. Meanwhile, the positive coefficient of the variables suggest that consumers are more awake about their responsibility to environmental protection. Once more, the hypothesis supports the theory of reasoned action where it was posited that individual’s decision to engage in a particular behavior depends on the outcomes that such individual expects to derive from performing the behavior.
5.2.3 Consumption Value
The coefficient value of consumption value is positive but statistically insignificant. This finding suggests that consumption value is inconsequential among the factors that influences consumer’s green consumption behaviour. The null hypothesis for this variable was not rejected because its probability value is above 0.05 significant level. This was supported by the study of Amin and Tarun, (2020). Although, the result of Shoukat, et al., (2021) is in congrucnce with this study. The justification of the result may be because individuals’ consumption value is determined by different heterogenous factors. The hypothesis is in congruence with the Value-belief-norm (VBN) theory where it was posited that moral or values and norms are the combined determinants of consumer’s environmental behaviours.
5.2.4 Price Sensitivity
The coefficient value of price sensitivity is negative and statistically significant. This finding suggests that an increase in consumer’s price sensitivity of green product will lead to an decrease in consumer’s green consumption behaviour. The null hypothesis for this variable was rejected in favour of the alternative hypothesis based on its probability value that is below 0.05 significant level. This was supported by the study of Ghosh (2020) and Yue, et al., (2020) where it was found that price sensitivity exerts a negative influence on green consumption intention. This implies that consumers are very sensitive to change in price of green product and that an increase in the price of green product will lead to a decrease in green consumption behavior. The hypothesis supports the theory of planned behaviour where it was posited that consumer’s consumption behaviour can best be predicted by asking consumers about their intention to behave in a certain way.
CHAPTER SIX
Conclusion and recommendation
6.1 overall Conclusion
The study’s aim was to identify the drivers and barriers to green consumption behaviour and to analyse their role on consumers’ green perception. The study carefully selected five distinct variables, four independent and one dependent, in order to achieve the specific objectives of the study. While the green consumption behaviour represents the dependent variable, the independent variables are environmental knowledge, environmental responsibility, consumption value and price sensitivity. The study focused on the University student and the area covered is Klang Valley, Malaysia and convenience sampling techniques was adopted to select 220 respondents. amongst the 220 questionnaire that was administered to the selected respondents, 200 was successfully answered and returned. While the remaining are not submitted by the participants.
The study proceeded to identifying the barriers and drivers of green consumption behaviour having reviewed the concepts of green consumption in line with existing literature. Specifically, Socio-Demographic, Environmental Knowledge and Attitude, Environmental Responsibility are those factors identified as the drivers of green consumption. While Situational Factors and Price Sensitivity are identified as the barriers to the development of green consumption behavior. The study reviewed related theories that underpinned the current research. The theories reviewed are the Theory of planned behaviour, Theory of reasoned action and Value-belief-model.
The quantitative method of data analysis was adopted for the study. All the analysis carried out for the purpose of the study were done with the aid of Statistical Package for Social Sciences. Environmental responsibility, environmental knowledge and price sensitivity are the three variables supports the hypothesis while consumption value did not support the hypothesis formulated in this study.
6.2 Implication of Study
Based on the results from the regression analysis presented in the preceding chapter, the implication of each variable shall be discussed theoretically and practically.
6.2.1 Theoretical Implication
The theoretical implication of this study cannot be overemphasized because it has contributed to existing literatures in the field of marketing, most importantly, those in the area of green consumer’s behaviour. The current research makes significant contribution towards examining the factors that are perceived as drivers or barriers to consumer’s consumption of green products amongst the university students in Malaysia.
Furthermore, this deviates a bit from most of the qualitative reasearches that have been carried out in the past and employed both regression and correlation analysis as the statistical tools for the quantitative analysis. Therefore, the study’s data analysis strategy can be adapted or adopted for further studies. The findings from the analysis supports most existing findings. Hence, it is concluded that the independent variables of this study are relevant. However, there are some findings in the existing literature that are in congruence with some of the findings in this study. Hence, the reason for the discrepancy can be employed by future researchers.
6.2.2 Practical Implication
The finding from this study offers practical insight to managers and producers of green products. It was revealed that environmental responsibility and environmental knowledge positively influences green consumption behavior of the consumers. Thus, both policy makers as well as stakeholders of green products should ensure that massive and sustainable awareness and enlightenment of about green product consumption is extended to every potential consumer through all means of public address system. In addition to this, price sensitivity is expectedly found to have an inverse influence on consumer’s green consumption behaviour. This implies that any slight increase in the price of green products will negatively affect consumers consumer’s consumption of green products. Government of Malaysia should support the operations of green product companies through subsidies, tax holiday, and other incentives in order to facilitate production and distribution of green products at a cheaper and affordable price. application.
6.3 Limitation of Study
Completing a research work of this type has always been faced with at least one or two unavoidable limitations. The limitations identified in this study are low response rate and insufficient extant literatures.
6.3.1 Low Response
Low response rate constitutes a major limitation to this research work. This was due to the fact that majority of those that were approached for this study claimed not to be interested in participating in this researcher work. The few that showed interest in being a participant of the study are not ready to spare much of their time and attention on the study. Therefore, it affected the number of final participants.
6.3.2 Availability of existing literature
Another limitation that is being faced by this study is that there is no sufficient availability of existing literature as regards the study’s aims and objectives. This restricted the researcher to maximize the limited available materials and as a result, few empirical findings were available for the researcher to validate the study’s result.
6.4 Future Recommendation for study
In line with the limitations faced in this study, the researcher will suggest the following recommendations for the purpose of future studies.
To begin with, the data for a study of this nature should be collected through an online survey. This will aid in reaching out to significant number of participants who will be willing to voluntarily answer the survey questions.
Furthermore, future studies should incorporate other independent variables that are not captured in this study in order to reveal their influence the behaviour of green products. In the same vein, recommendations on the consumption of green products should not be limited to a particular area or University. Hence, the scope of further study should be widened in order to will incorporate two or more university areas, government institutions and regions.
Lastly, green products are of varying categories. Therefore, future study should be specific about the particular type of green product that consumers should respond to.
APPENDICES
Appendix A. Questionnaire Sample
- English Version
Survey Title: Drivers and Barriers to Green Consumption Behaviour: Analysing the Role of Consumer Green Perception (Quantitative)
Greetings to all of you guys! I am Amanda here, currently conducting a survey concerning the Green Consumption Behaviours Topic in Malaysia. This survey will be conducted for the Business research execution project for Sunway University, Malaysia. The purpose of the research is to understand the drivers and barriers faced for the green consumption behaviours.
For you information, this questionnaire will just take approximately 5-10 minutes of your precious time to complete. All of the data and information collected will be used only for research purpose and it will be kept strictly confidential. Your participation in this questionnaire is highly appreciated.
Much obliged.
My email:
My contact:
Section A – Demographic Information
Please answer the following question by placing a check mark (√) in the box below.
- Age (select only one)
- Below 18 years old
- 18 – 24 years old
- 25 – 30 years old
- 31 – 34 years old
- 35- 40 years old
- Above 40 years old
- Gender (select only one)
- Male
- Female
- Races (select only one)
- Malay
- Chinese
- Indians
- Others:
- Education (select only one)
- Primary School
- Secondary School
- Foundation / Diploma
- Degree Undergraduate
- Postgraduate
- PhD
- Monthly Income Level (select only one)
- Less than RM1000
- RM000 – RM2000
- RM2001-RM3000
- RM3001-RM4000
- RM4001 and above
- State Your Degree of Awareness on the green consumptions behaviours globally (select only one)
- Strongly Aware
- Slightly Aware
- Not Aware
- State Your Degree of Awareness on the green consumptions behaviours in Malaysia (select only one)
- Strongly Aware
- Slightly Aware
- Not Aware
- Are you a green consumer? (select only one)
- Yes, I am a green consumer
- No, I am not a green consumer
- Experience in green consumption(select only one)
- Never
- Less than 6 months
- 6 months to < 1 year
- More than 1 year
Section B Independent Variables
Please answer the following question by placing a check mark (√) in the box below.
| Statements | Strongly
Disagree |
Disagree | Somewhat Disagree | Neutral | Somewhat
Agree |
Agree | Strongly Agree |
Green consumption Intention
| I avoid buying products which are harmful to planet |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
| I will choose product that are sustainable. |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
| I will not consider the bad issues towards the planet when purchasing the product. |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
| I am likely to introduce green consumption product to my family and friends. |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
Environmental responsibility
| I feel proud when I’m helping to reduce the harm to the planet. |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
| I will share the experience on using green product in social media. |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
| I stop buying from the company that are not supporting sustainable goals. |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
Consumption value
| It is important to me that the products I use do not harm the environment. |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
| I consider the potential environmental impact of my actions when making many of my decisions. |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
| My consumption habits are determined by my concern for our environment. |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
Environmental knowledge
| I am aware that consuming green products contributes to sustainable future. |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
| I am sure that when I consume green products, I contribute to environmental protection |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
| I am sure that when I consume green products, I am also protecting my health |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
Price Sensitivity
| The price of green product is affordable for me. |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
| Price of the product is the main reason why I am not consuming green product |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
| I am willing to pay more to get green product |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
| I will buy green product although it is priced higher than other products. |
1 |
2 |
3 |
4 |
5 |
6 |
7 |
Personal reflection
points you can write: after I check the comments stated by the lecturer
-references style
-justification for research study not clear enough and not convincing enough
Problem statement not wrong enough
RO and RQ pattern is wrong
Contribution of research work is wrong
-lack of scope of study
-the structure of the LR is wrongly built.
-no hypothesis development
-methodology part, research paradigm not justified, not clear
-wrong research design was chosen
-the data collection process is wrong
-the scales of measurement is missing (e.g the 5 point likert scale)
