Factor Affecting the Purchasing Intention of Environmentally Friendly Products

Abstract

This research were a quantitative research. The objectives of this research were: 1) to study a correlation of values and lifestyles (VALS), health-conscious, consumer knowledge about environmentally friendly products, environmental concerns, personal beliefs, attitude, subjective norms, and perceived behavior control toward purchasing intentions of environmentally friendly products; and 2) to study factors that could predict purchasing intentions of Environmentally Friendly Products. The sample group used in this research was intending to buy, familiar, or had experience buying environmentally friendly products and 18 years of age or older. This research used non-probability sampling as accidental sampling. Data were collected online. Since the actual population has not been known, a formula for finding the number of the sample group with exact population was used with a 95 percent confidence interval and 7 percent margin of error. Researcher used descriptive statistics and inferential statistics for hypothesis testing. Correlation Analysis was used as a testing tool to find the relationship of variables. Factor analysis was used to group the variables of study while multiple regression analysis was used to study the relationship of factors that affecting purchasing intentions to buy environmentally friendly products. The research revealed that: 1) values and lifestyles (VALS) could be grouped into 5 groups, including experiencers, strivers, success, operator, and adherent. They had low correlation towards purchasing intentions of environmentally friendly products. health-conscious had moderate moderate correlation toward purchasing intentions of environmentally friendly products. Consumer knowledge about environmentally friendly products had moderate correlation towards purchasing intentions of Environmentally Friendly Products. Environmental concerns had high correlation towards purchasing intentions of environmentally friendly products. Personal beliefs had high correlation toward purchasing intentions of environmentally friendly products. Attitude had high correlation towards purchasing intentions of environmentally friendly products. Subjective norms had low correlation towards purchasing intentions of environmentally friendly products. Perceived behavior control had high correlation toward purchasing intentions of environmentally friendly products. Factors that could predict purchasing intentions of environmentally friendly products the most were attitude (β = 0.448) following by personal beliefs (β = 0.278), believers (β = 0.147), and perceived behavior control (β = 0.144), respectively.