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UNIRAZAK Library Pustaka
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| Abstract : UNIRAZAK Library |
| This purpose of this research was to exploring the individual factors affecting acceptance of eco-friendly detergent in Malaysia. Eco-friendly detergents were becoming popular, but still not as much in demand like usual detergent. This study examined the impact of the environmental concern, perceived efficacy (a person's belief about their own ability to address and perhaps reduce climate change), price sensitivity, and social norms predict both intentions for purchase (probability that a customer will buy plus probability of not buying) as well as propensity to behavior. The aims of this research were to explore the role environmental knowledge plays in driving adoption for eco-friendly alternatives, measure how price sensitivity discourages shoppers from switching due to a higher green premium, and assess consumer choices through social influences (family & friends/and media). Quantitative research was implemented to gather data easily through an online survey, the format chosen for being cost-friendly and able to reach a wider audience. These discoveries offer manufacturers, marketers, and policy makers guidelines to focus strategies on consumers' preferences in product formulation for environmentally-friendly characteristics of products. This research fills an important gap in the academic literature on green product adoption in developing countries, and complements existing studies that concentrate more specifically on developed country markets. |
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