1. Mahdi Mesbahi GM04701
Masoud Moghadas GM04443
Mark Liew Han Loong GM04130
Product attributes to motivate
consumers, and consumer attitudes in
Environmentally Friendly Products
(EFP) purchasing.
Consumer Behavior| GSM5230

2. Table of Content
1. Introduction
2. Literature and Review
3. Methodology
4. Data Analysis and Results
5. Discussion
6. Conclusion& Recommendations

3. Introduction
by Mahdi Mesbahi

4. Introduction
The Environmentally Friendly Product
(EFP) is defined as a product which
has no damage to the environment
during manufacturing, use, or
disposal.

5. Introduction
• Enacted roles and regulations by government are
restrictions that enforce producer to produce such
products
• Consumers demand that might be consequence of
more contribution towards the environmental
protection, are persuading them to produce green
products

6. Introduction
• The final decision maker is consumer
• Without understanding the motives behind consumer’s
behaviour, this issue can’t deal with only by governmental
rules and regulations nor by promotion strategies adopted by
marketers
• Previous studies mainly focused on different angles of
consumer behavior in purchasing EFP, and attitudinal factors
as predictors of intention, and effects of psychological and
situational factors. The gap is missing factors which is
clarification of dynamics and motives behind purchasing of
EFP.

7. Introduction
• What product attributes do consumers consider as
motivation for purchasing environmentally friendly
products?
• Determine consumer attitudes toward intention to
purchase environmentally friendly products.

8. Literature Review
by Masoud Moghaddas

9. Literature Review
Year Name Findings
Schwepker and Policymakers may benefit more from informing the public of the solid
1991
Cornwell waste disposal problem.
The social factors and personal factors are main Important factors in
decision making for purchasing of EFP.
Policymakers need to educate consumers regarding more alternatives
2010 Kim & Kim of green behavior and persuade them to accept the purchase of an
EFP.
Social connectedness, self-esteem and perceived seriousness of
2012 Ahn&Koo environmental issue are important factors to motivate consumer for
pro-environmental purchasing behavior.
Theogersen&Sand Green consumers do not spend more time and effort than
2012
ager conventional consumers.
Consumer understand the challenges of environment, but their
Arminda and
2010
Mario
concerns aren’t always translated into purchase of environmentally
friendly products.

10. Methodology
by Mark Liew Han Loong

11. Methodology
• exploratory study to understand consumer behavior towards
the purchasing of environmentally friendly products.
• questionnaire were developed quantitatively
• 3 key constructs ie.
– What are the important factors which consumers use to determine
how they chose EFP in their everyday purchases,
– preference and choice of their EFP purchases in relation to the
availability of an EFP option, and
– ranking of the factors which affects the purchase of a EFP.
– There was also 5 demographical questions to understand the spread
of demographics within the sample taken for this survey.

12. Methodology
• responses to the first EFP related questions were made using
a five-point Likert-type scale (Not Important to Moderately
Important to Extremely Important)
• second question was also using a five-point Likert-type scale
(Not Agree to Moderately Agree to Extremely Agree)
• third question was based on a ranking of 1-5, 1 is the most
effective factor and 5 is the least effective one.
• demographic questions were fixed choice answer options.
• 118 graduate students from GSM UPM were surveyed
Wrong data: 13
Number of final observations: 105

13. Data Analysis and Results
by Mahdi Mesbahi

14. Data Analysis and Results
General Characteristics of Samples
Age Frequency Percentage Cumulative percentage
20-25 37 35% 35%
25-30 32 30% 66%
30-35 17 16% 82%
35-40 10 10% 91%
40-45 7 7% 98%
More than 45 2 2% 100%
Race Frequency Percentage Cumulative percentage
Malay 50 48% 48%
Indian 14 13% 61%
Chinese 31 30% 90%
Other 10 10% 100%

15. Data Analysis and Results
General Characteristics of Samples
Sex Frequency Percentage Cumulative percentage
Male 36 34% 34%
Female 69 66% 100%
Study Status Frequency Percentage Cumulative percentage
Full-time 68 65% 65%
Part-time 37 35% 100%
Work experience Frequency Percentage Cumulative percentage
0-2 46 44% 44%
2-5 24 23% 67%
5-10 14 13% 80%
More than 10 21 20% 100%

16. Data Analysis and Results
Intention
6
R2=0.52
=0.74
5
Obs=105
Obs=90
4
Intention’s score
3
2
1
0
0 1 2 3 4 5 6
Average of 5 factors’ scores

17. Data Analysis and Results
Standard
Regression Statistics Coefficients t Stat
Error
Multiple R 0.86 Intercept cte 0.65 0.20 3.24
R Square 0.74 Price Pr 0.10 0.04 2.66
Availability Av 0.18 0.04 4.52
Adjusted R Square 0.73
Awareness Aw 0.22 0.04 4.98
Standard Error 0.26
Information In 0.12 0.04 2.92
Observations 105 Attitude At 0.19 0.03 5.79
Average Scores which were assigned to Factors
Price Availability Awareness Information Attitude 1:Not important
4.1 4.0 3.8 3.7 3.8 5:Extremely important

18. Data Analysis and Results
Rank Price Availability Awareness Information Attitude
1 57% 9% 6% 11% 18%
2 13% 51% 12% 17% 6%
3 11% 18% 34% 18% 19%
4 9% 13% 32% 28% 18%
5 11% 9% 15% 27% 39%
1. Price of EFP
2. Availability of EFP
3. Awareness of consequences of EFP purchasing
4. Getting information about EFP through social networks
5. Consumer’s attitude about EFP

19. Discussion
by Masoud Moghaddas

20. Discussion
• Price and availabilities are two important factors that
motivate consumer to purchase EFP. It means that consumer
may not spend more money and time to purchase them.

21. Discussion
• The more information regarding EFPs and the more
awareness of the consequences having consumers, the more
motivation towards purchasing them.

22. Discussion
• It is support the findings of Schwepker &Cornwell(1991) as
information is a basis to purchase pro-environmental
products.
• It is also support findings of Ahn& Koo (2012) regarding the
role of ‘social connectedness’ and ‘perceived seriousness of
environmental issues’ as important motives for
environmentally friendly behavior.

23. Discussion
• “Separation of recyclable waste” is moderately important for
respondents, meaning that their concern towards
environmental issues is not high.
• It makes more clear their attitudes towards ‘price’ and
‘availability’ as extremely important factors for decision
making to purchase EFP.
• It highlights the role of education and perception regarding
environmental issues.
• It is also supporting the findings of Kim&Kim(2010) in which
policymakers need to educate and persuade consumers
towards pro-environmentally friendly behavior.

24. Discussion
• The results of part C show that the most important factor on
decision making to purchase EFP is firstly ‘price’ and secondly
‘availability’.
• It means that to motivate consumer for purchasing EFP, the
price of these products should not be higher than the normal
products and also they should be well distributed in market so
that being easy accessible.
• It is also support the findings of Thogersen and
Jorgensen(2012) that green consumers do not spend more
time and effort than conventional consumers.

25. Discussion
• The least important factor on decision making to purchase
EFP is ‘attitude’.
• Again it shows that the role of information, education and
also promotion could be very important in intention of
consumer towards purchasing EFP.
• It shows that the strategy of attitude change is necessary to
follow by producers and policy makers.

26. Conclusion
by Mark Liew Han Loong

27. Conclusion &Recommendations
• To encourage consumers to purchase EFP, marketers and
policymakers should be simultaneously active.
• Marketers should focus on competitive price, extensive
distribution system and increasing awareness and information
through social networking and also promotion.
• Policymakers should be firstly focused on increasing
awareness of consumers towards environmental issues and
persuade them to behave pro-environmentally, and then
enacting related rules and regulations.
• As a theoretical points of view, they both should try to using
‘strategy of attitude change’ by changing the knowledge
function as one of the basic motivational function.

28. Thank You

29. Present like Professionals
Created by:
Mahdi Mesbahi
mahdi.mesbahi@gmail.com