This study investigates the customers' intention to pay the premium for green product, rather than their purchase intention crosswise over various product classes. It attempts to predict the factors that drive green purchase decisions and purchase intention. Organized surveys are utilized for data accumulation and ordinary least square regression, analysis of variance have been utilized for analysis of information. Results recommend the strength of customers' discernment about the functional parts of green products on their purchase intention.
Extraordinary economic development activated by innovation revolution; globalization has prompted market driven development in consumption pattern in the rising economies. Change in consumption pattern has prompted overconsumption or unsustainable consumption and over abuse of assets. In the present period the worry over environmental downturn, decrease of environmental effect and practical development has turned into the topic of interest among the researchers, academicians, specialists and even industries. Consumer research perceives that their observations for a product, approach, understanding about the product and its producer and different contextual factors assume a prevailing part in their decision-making process.
Purchase intention, which signifies the most extreme value that a consumer will pay for a specific or a heap of products, play a conclusive influence on their decision behaviour. Accordingly, in the crossroads of environmental decay, implementation of friendly environmental practices inclusive of green product consumption relies upon their tendency to pay the green value premium.
The present study endeavours to dissect the factors predicting consumers' intention to pay the green value premium for products with green certification. The environmentally feasible or environmental good or green products involves a rundown of potential advantages to the environment as they are made of environmental-accommodating assets, have asset preservation potential, can be reused and have the least environmental effect at all phases of its lifecycle.
In section two a concise depiction of the constructs has been given, trailed by research methodology in the third segment. The analysis of information with the findings of the study and conclusion are exhibited in the fourth and fifth section. The last segment gives the managerial ramifications of the study.
Table Of Contents
1. Introduction
1.2 Contextual Factor (Cf)
1.3 Corporate Environmental Performance (Cep)
1.4 Purchase Intention For Different Brands (Pi)
1.5 Selected Categories Of Green Products
2. Literature Review
2.1 Perceptual Factor (Pf)
3. Research Methodology
3.1 Data Collection
3.2 Measurement Development
4. Analysis And Results
4.1 Factor Analysis, Construct Validity & Reliability
4.2 Multiple Regression Analysis With Pi As The Dependent
4.3 Results Of Analysis Of Variance
5. Discussion And Conclusion
6. Recommendations
Research Objectives and Themes
The primary objective of this study is to identify and analyze the critical factors that drive consumer purchase intentions regarding green and eco-friendly products within developing economies, specifically focusing on the willingness to pay a premium for such items.
- The influence of perceptual and contextual factors on green purchasing behavior.
- The role of corporate environmental performance in shaping consumer attitudes.
- Evaluation of purchase intentions across distinct product categories.
- Analysis of consumer demographics and their impact on green product adoption.
- Methodological application of multiple regression and ANOVA to validate green purchase drivers.
Excerpt from the Book
1.2 CONTEXTUAL FACTOR (CF)
The hypotheses and viewpoints examined in the section of perceptual factors characterize human inspirations towards environmental conduct. Anyway, conduct doesn't rely upon inspirations alone. Numerous contextual factors may inspire or compel environmental conduct. Barely any studies have weighed on the thought of contextual factors separated from intra-individual factors like attitudes, propensities and discernments in appraisal of decision conduct (Rex, E. and Baumann, H., 2007; X., Wang, C., and Shishime, T., 2010). Social change would now and again be so taken a toll incapable that it would block environmental inspirations, hence requiring thought of contextual factors, for example, physical framework, product evaluating and quality separated.
Past researches have concentrated little on contextual factors influencing green purchase decisions.
Summary of Chapters
1. Introduction: Provides an overview of economic development and its impact on consumption patterns, highlighting the necessity of researching green purchase intentions.
1.2 Contextual Factor (Cf): Discusses how physical infrastructure, product evaluation, and quality influence environmental conduct beyond individual inspiration.
1.3 Corporate Environmental Performance (Cep): Examines how corporate social and environmental responsiveness affects consumer attitudes and trust.
1.4 Purchase Intention For Different Brands (Pi): Sets the scope for measuring purchase intent across specific categories like fluorescent lights and vegan foods.
1.5 Selected Categories Of Green Products: Defines the specific green products used in the study, including vegan food, Urusara 7 ventilation systems, and electron fluorescent lamps.
2. Literature Review: Summarizes key constructs such as purchase intention, perceptual factors, and corporate performance based on existing research.
2.1 Perceptual Factor (Pf): Details how environmental discernment and individual duty trigger the selection of green consumption habits.
3. Research Methodology: Outlines the data collection process in Malaysia and the development of measurement scales for the study.
3.1 Data Collection: Describes the sample selection process involving 150 participants from two urban communities.
3.2 Measurement Development: Explains the structure of the survey, including demographics, Likert scale questions, and purchase behavior metrics.
4. Analysis And Results: Presents the statistical findings from the survey data.
4.1 Factor Analysis, Construct Validity & Reliability: Validates the measurement model through factor loadings and Cronbach's alpha values.
4.2 Multiple Regression Analysis With Pi As The Dependent: Analyzes the statistical impact of perceptual and contextual factors on green purchase intentions.
4.3 Results Of Analysis Of Variance: Compares purchase propensities across different consumer groups identified by their green product involvement.
5. Discussion And Conclusion: Synthesizes the research findings, confirming the importance of product quality and accessibility in driving green purchases.
6. Recommendations: Suggests public policy and corporate strategies to enhance environmental education and green product visibility.
Keywords
Perceptual Factor, Contextual Factor, Corporate Environmental Performance, Purchase Intention, Sustainable Products, Green Marketing, Environmental Awareness, Consumer Behavior, Eco-friendly, Green Premium, Product Stewardship, Environmental Sustainability, Green Certification, Consumer Discernment, Market Development.
Frequently Asked Questions
What is the core focus of this research?
The research primarily investigates the factors that influence consumers' intention to pay a premium for green or eco-friendly products in developing economies.
What are the main thematic areas covered?
The study covers perceptual factors, contextual influences (such as product availability and quality), and the impact of corporate environmental performance on consumer decisions.
What is the primary research goal?
The goal is to determine what drives green purchase decisions and to understand how these drivers vary across different categories of sustainable products.
Which scientific methods are employed?
The study uses organized surveys for data accumulation, followed by exploratory factor analysis, ordinary least square regression, and analysis of variance (ANOVA) for data interpretation.
What does the main body of the work address?
It addresses the theoretical framework of green consumption, the specific factors influencing purchase intention, and the empirical results derived from the survey of consumers in Malaysia.
Which keywords characterize this work?
Key terms include Purchase Intention, Perceptual Factor, Contextual Factor, Corporate Environmental Performance, and Sustainable Products.
How do contextual factors impact green purchases?
The study finds that contextual factors, such as product performance, cost, and accessibility, have the highest stimulus on a consumer's intention to pay a green premium.
Does corporate environmental performance influence purchase intent?
The regression analysis suggests that, within the studied groups, corporate environmental practices do not have a significant direct effect on purchase intention compared to individual perceptions and practical product attributes.
Why are Urusara 7 systems and vegan food included?
These specific products serve as case studies to represent different product categories with varying levels of eco-labeling and environmental impact, allowing for a comparative analysis of purchase intent.
What do the findings suggest for corporations?
Corporations are advised to focus on enhancing the "value for money" of their green offerings and to adopt better communication strategies to disclose their environmental measures to stakeholders.
- Quote paper
- Yusuf Balarabe Abdullahi (Author), 2021, Effect of Eco-Friendly Products on Consumer Purchase Intention, Munich, GRIN Verlag, https://www.grin.com/document/1157671
