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 companys 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 IKEAs product? What the level of green purchasing behavior towards IKEAs 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 IKEAs product

To ensures the level of green purchasing behavior towards IKEAs 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).

Consumers Environmental Attitude Perceived Quality on Green Product Consumers Environmental Concern
Sources: Iravani et. al, 2012, Study of Factors Affecting Young Consumers To Choose Green Product. Kaman Lee, Opportunities for Green Marketing: Young Consumer

Green Purchasing Behavior

Research Design Population Sampling Design Sample Size

Descriptive Analysis

Entire consumers in IKEA

Non-probability sampling Convenience sampling - randomly Referring Roscoe (1975) Rules of Thumbs 100 of respondents Secondary Data

Data collection Method Primary Data - Questionnaire

Data Analysis
Descriptive Analysis Correlations Analysis

Item Gender Female Male Race Malay Chinese Indian Others

Frequency 64 36 90 4 3 3 14 48 29 7 2

Percentage 64% 36% 90% 4% 3% 3% 14% 48% 29% 7% 2%

Age

Less than 25 years old 26 35 years old 36 45 years old 46 55 years old 56 years old and above

Marital Status Married Divorced Single Occupation Workers Not Working Self-Employed Highest Education SPM STPM Diploma Bachelor Degree Master Degree Monthly Income Less than RM2000 RM2001 RM3999 RM4000 RM 4999 RM5000 and above

62 4 34 94 2 4 20 2 25 47 6 23 58 8 11

62% 4% 34% 94% 2% 4% 20% 2% 25% 47% 6% 23% 58% 8% 11%

Range 0.8 1.0 0.6 0.7 0.5 - .0.6

Score Good Acceptable Poor

Sources: Uma Sekaran, Research Method for Business, 2003

Num .

Variable

Type of Variable

Cronbach Alpha

Score

No. of Item

1. 2. 3. 4.

Green Purchasing Behavior Consumers Environmental Attitude Perceived Quality of Green Product Consumers Environmental Concern

Dependent Independent Independent Independent

0.802 0.830 0.805 0.731

Good Good Good Acceptable

6 4 3 4

 Used Descriptive Statistics such Mean Analysis to obtain mean and standard deviation.

Descriptive Statistics N TOTALGPB (DV) TOTALEA (IV1) TOTALPQ (IV2) TOTALEC (IV3) Valid N (listwise) 100 100 100 100 100 Mean 4.02 4.45 4.10 4.01 S.d 0.562 0.526 0.765 0.487

 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. When I want to buy a product, I look at the ingredients label to see if it contains things that are environmentally-damaging. I prefer green products over non-green products when their product qualities are similar I choose to buy products that are environmentally-friendly. I buy green products even if they are more expensive than the non-green ones. I have avoided buying a product because it had potentially harmful environmental effects.

4.38 4.00 4.16 4.03 3.57 3.99

0.736 0.816 0.801 0.810 0.844 0.745

 Used Pearsons Correlation Statistic Correlations

TOTALGPB (DV) TOTALEA (IV1) TOTALPQ (IV2) TOTALEC (IV3)

TOTALGPB (DV)
TOTALEA (IV1) TOTALPQ (IV2)

Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N Pearson Correlation Sig. (2-tailed) N

1 100 .547** .000 100 .417** .000 100 100 .454** .000 100 100 1 1

TOTALEC (IV3)
**Correlation

Pearson Correlation
Sig. (2-tailed) N

.542**
.000 100

.419**
.000 100

.409**
.000 100

1
100

is significant at the 0.01 level (2-tailed)

 The overall variables have the value of Cronbachs 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 IKEAs products. To measure the relationship between independent variable and dependent variable 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.

IKEA

factors like perceived quality should be always highlighted and improved. the product should be more suits with the Malaysias culture. should aware about their product adaptation 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. consumers should have positive attitude such willing to spend on green product it will save their spending and also helps them to protect the environmental. 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

Government Sectors

Public

Future Researcher