factors influencing consumers’ intention to purchase green product in Kota Bharu

CHAPTER 1

INTRODUCTION

1.0 INTRODUCTION

The examination will examine the foundation of study that

arranged by the researcher. It incorporates the statement of

the problem, research objectives, research questions, research

hypotheses, research variables and theoretical. The substance

of this proposition comprises of three sections, which are the

introduction part, literature review and research methodology.

Each of this part is clarified with the sub points that talk

about the vital strategies and ventures in finishing this

study.

1.1 BACKGROUND OF STUDY

The expanding in different natural issues and open mindfulness

towards the situations has driven a shift in the way consumers

go about their life which prompt the changing in customer

demeanor towards a green way of life. As indicated by Fraj &

Martinez (2007), purchasers who are currently more mindful

about ecological security are more worried about environmental

ways of life. Individuals need to enhance their ways of life by

taking new difficulties. They consider that ecological

assurance is the obligation of firms and foundations, as well

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as their obligation as customers. The general population is all

the more eager to buy green products with adequate dependable

data. The fundamental investigation of this study is "to know

and get more profound into improving buy aims of natural needs

through the few variables. These days outcome, environment came

into perspective as a discriminating fear for business

associations alongside governments and social orders. As per

(Chen, 2010) buyers are quicker to buy green products that are

not risky to nature. We must remember these natural conditions.

Environmentalism has jumped out at be a dynamic angle because

of expanding issues interrelated to corrosive downpours and

debasement of the area and others natural issues consumption of

the ozone layer in the course of the most recent couple of

decades. An product can convey worth to consumers by offering

them advantage and by isolating the product from contenders'

(Zeithaml, 1988). This brought about increment in buyer concern

with respect to replenishment of biological adjust by

displaying requests for eco-accommodating products in nations

around the globe. (Hart and Saunders, 1997) said that trust is

a level of the eagerness that relies on upon one product in

light of the desire of its dependability, capacity and

goodwill. An expansive number of purchasers expressed natural

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entanglements as an issue of awesome significance for them

(Diekmann & Franzen, 1999; Dunlap & Mertig, 1997).

As indicated by Moschis & Churchill (1979) have discovered a

customers' part is impacted by two applied considerations. One

is direct purchaser abilities, and the other is aberrant

customer aptitudes. Direct buyer abilities are

straightforwardly applicable to utilization conduct and buy

exchanges. The backhanded abilities are those of learning,

demeanor and other showcasing jolts. Accordingly, advertisers

can help associations in setting up and imparting an in number

ecological picture, and help to make an unmistakable upper hand

to their customers (Bohlen, et al., 1993).

The principle motivation behind this study is to the buy

expectation of purchaser towards green products that are

valuable for everybody. Ecological learning, value

affectability and social impact likewise impact on shopper buy

expectation. Learning is fundamental variable in light of the

fact that it is the understanding, confidence and

kindheartedness of purchaser towards the earth and without a

doubt it will change the mentality of the customers. The

fundamental variable in our examination territory is Green

Purchase Intention. Alternate variables that are connected to

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GPI are; Environmental information, value affectability and

social impact. The motivation behind the study is to check the

impact of free variables on ward variable. GPI is fundamentally

the buy goal of client towards green products. In the event

that they have the information about green products and

environment and his wage is adequate to buy these green

products and encompassing by the green client, for the most

part they are drawing in towards green products.

1.2 PROBLEM STATEMENT

In today's focused surroundings, customers are turning out to

be more mindful and advanced in their behavioral aims to buy an

product keeping in mind the end goal to satisfy their need and

fulfillment. Thusly, the buyer or the speaker for this

situation is confronted with the decision of whether to

purchase a without lead electronic product or a non lead free

electronic product. In another word, goal to purchase or not to

purchase is the indigent variable of the study.

Despite the fact that it is key that organizations create green

methodologies for the eco buyer it is not vital what particular

system is chosen in light of the fact that getting

environmentally friendly is the key. Additionally, regardless

of the proceeded with development in the interest for green

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products, cost is still the most vital driver for shopper buy

notwithstanding for the eco purchaser. Finally, in spite of

proceeded with changes in utilitarian execution, green products

don't have a huge favorable position in saw quality.

Organizations can't concentrate totally on the green way of

their products or procedures. Rather as showcasing reason, they

are utilizing 'Green Product' just to offer their product and

make it more appealing.

There are numerous studies about the buyer conduct concerning

nature yet the greater part of them are focused on maybe a

couple advertising blend components and they don't make a

connection with the variables that organizations utilization to

make customers purchase green products and their disposition

towards these products. In a few studies found that buyers are

willing to pay more for green products and in different studies

it is not the case or the additional cost must be low (De

Pelsmacker et al., 2009; Pirani and Secondi, 2011;Purohit,

2011; Vernekar et al., 2011).

In this manner, the reason for this study is to look for grow

comprehension of the components impact the buyers to buy green

product. This paper will concentrate particularly on the green

product.

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1.3 RESEARCH OBJECTIVES

This section discusses on the Research Objectives constructed

in the study. The development of these research objectives

facilitates the study to clearly focus on the area that helps

to answer the main research topic of the study. The proposed

research objectives area as below:

I. To determine the factors that contributes the purchasing

intention of green product.

II. To identify the most and the least factors that

influences the intention in purchasing of green product

III. To identify the existence of relationship between

Independence Variables (IV) and Dependence Variables

(DV).

1.4 RESEARCH QUESTIONS

Research Question

1:

What are the factors that influence

consumers’ intention to purchase green

product in Kota Bharu?

Research Question

2:

What are the most and the least factors that

influences the consumers’ intention in

purchasing green product?

Research Question Is there any relationship between6

3: Independence Variables (IV) and Dependence

Variables (DV)?

1.5 HYPOTHESES

H1

:

Environmental knowledge has positive effect on consumers’

intention to purchase green product in Kota Bharu

H2

:

Prices-sensitivity will have a positive influence on

consumers intention to purchase green product in Kota

Bharu

H3

:

Social influences has positive effect on consumers’

intention to purchase green product in Kota Bharu

1.6 THE SCOPE OF STUDY

The extent of study spotlights on people in general in Kota

Bharu range where specialist respondents are 103 respondents.

These 103 respondents are randomly pick from the mall and

electronic retailer, for example, Courts mammoth, Senheng and

Kemudi Timur electronic and the hypermarket, for example,

Tesco, KB Mall and Mydin Mall. These spots cover the Kota Bharu

region. This study is just concentrate in discovering the

elements impacting purchasers' aim to buy green product in Kota

Bharu.

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1.7 SIGNIFICANCE OF THE STUDY

This study will give some priority to the individuals and

organizations such as:

1.7.1 Consumer

This study can be as a distinct option for the buyer in

discovering a few approaches to enhance the utilization of

green product. Other than that, they likewise will comprehend

what the elements that would influence the disposition towards

green product, for example, saw simplicity to utilize, saw

helpfulness, and picture of the green product itself.

1.7.2 Researcher

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This study likewise vital to the specialist in getting more

data other than it additionally can acquire information from

the study that has done. These discoveries can be made as a

source of perspective to the individuals that capable on the

purchaser demeanor towards green product.

1.7.3 Environment

Discoveries from the study that has done can give advantage

toward environment change. Enhance the demeanor of shopper and

attention to imperative to save nature from an Earth-wide

temperature boost and some more.

1.7.4 Country

These discoveries additionally can give a criticism to the

legislature in expanding and giving a criticalness commitment

to the nation's financial. It additionally can enhance the use

of green product and inevitably spare the earth.

1.8 LIMITATION OF THE STUDY

While finishing this study, the researcher confronted a few

impediment and limits which may impact on the legitimacy

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furthermore the exactness of the study. The few restrictions

include:

1.8.1 Less respondents’ involvement

It is difficult to look for the cooperation of respondents.

Some are unmindful and others are hostile and saved. Then

again, the respondents are not taking it as genuine,

accordingly they noting the questionnaire unscrupulously. They

simply tick the questionnaire as quick as possible. This can

influence the legitimacy and the precision of the examination.

1.8.2 Time given

So as to finish an examination, ordinarily the analyst was

given no less than six month. The time isn't sufficient for the

analyst to done this exploration effectively in light of the

researcher need to go to different courses and complete other

examination for related courses. Hence, it may impact on the

legitimacy and the precision of the examination.

1.8.3 Validity if the information obtained

The analyst can't promise legitimacy of data since the study is

taking into account the surveys and the perception routines. It

relies on upon the dependability and validity of the

despondences as the aftereffects of the study get from their10

answers. The answers given by them may not be as precise as the

genuine information got.

1.9 DEFINITIONS OF TERMS

1.9.1 GREEN

Green used to depict endeavors to decrease the effect of

present day human life on whatever remains of the common world.

1.9.2 GREEN PRODUCTS

Green products are those things considered eco benevolent. This

implies that the producer of the specific product made the

correct strides in guaranteeing that the earth was not hurt

amid its assembling procedure.

1.9.3 PURCHASE INTENTION

Buy goal is the arrangement in which a man plans to purchase a

specific products or administration sooner rather than later.

The arrangement is to purchase a thing however the timing is

left to the person to arrange.

1.9.4 ENVIRONMENTAL KNOWLEDGE

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Ecological learning is the information about the environment

that concerned with the security of the common universe of

area, ocean, air, plants, and creatures. It likewise the

learning identifying with or brought on by the surroundings in

which somebody lives or something exists.

1.9.5 PRICES-SENSITIVITY

Value affectability can be characterized as the degree which

the cost of an product influences the purchasers obtaining

conduct. The level of value affectability changes from product

to product and from buyer to purchaser.

1.9.6 SOCIAL INFLUENCE

Social impact happens when one's emotions, slants, or practices

are affected by others. Social impact takes various structures

and can be found in congruity, socialization, partner weight,

agreeability, power, impact, arrangements and advancing.

1.10 Conclusion

This chapter has discussed on background of the study about the

factors influencing consumers’ intention to purchase green

product in Kota Bharu and the problem statement, research

objectives, research question were clearly defined. This

chapter continue with research hypothesis, scope of study,

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significant of the study, limitation of study and the chapter

were ended either the definition of terms. The literature

regarding the variables of this study is reviewed in chapter 2.

CHAPTER 2

LITERATURE REVIEW

2.0 INTRODUCTION

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This chapter will explain about the related literature reviews

of the people which have been referred according to the

project’s needs. A literature review consists of analyzing the

text for themes or information, and evaluating it accordingly.

It contains detail definition and concepts of engagement and

satisfactions method. It focuses on literature review that

required to support the study, especially in the creation of

the conceptual framework, the theoretical framework and to look

into previous studies related to the area of study. This

chapter also will include such analysis and evaluation, as well

as reviewing critical points, theories and methods, all backed

by solid, relevant references and the use of appropriate

terminology.

2.1 GREEN PRODUCT

These days, individuals turn out to be more concern on the

earth issues. Indeed, their acquiring conduct can bring about a

major effect on nature. Keeping in mind the end goal to support

an upper hand in the business world, organizations must be

mindful by offering ecological benevolent product and

administration (Abdul Wahid et. al., 2011). Shoppers are giving

careful consideration to buy ecological benevolent products and

materials. They are progressively eager to buy eco-

accommodating or thereabouts called green products despite the

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fact that these products are putting forth more costly (Sua et

al., 2012). As natural issues are so critical, most

administrative associations around the globe have been

attempting to turn out with important Laws and Regulations to

ensure nature. Case in point, the Restriction of Hazardous

Substance (RoHS) of the European Union confine the utilization

if six dangerous materials in the assembling of all gadgets and

electrical types of gear.

2.2 Green Purchase Intention

Aims characterized as shopper's particular reason in performing

an activity or arrangement. Green purchase intention is

basically characterized as a goal of a client to purchase a

product which is less or not hazardous for the general public

and environment. We can likewise say it is an inward longing

and eagerness of the individuals to purchase a less destructive

and eco-accommodating product. It is portray by the buyer's

wary determination of the products that are earth useful. In

this study we additionally said that green purchase intention

is a singular's expectation to utilization the products that

are not destructive for the earth and humankind. As indicated

by Chen (2011), the contamination and other ecological issues

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that are being created, the general public and open are

considering more important saw about such issues. Green buy aim

altogether impacts the green buy conduct. Individuals are much

cognizant about the ecological issues, numerous clients have

natural convictions and they are willing to buy green products

that have less hurtful effect on nature (Peattie, 1995). To

accomplish the shopper's ecological convictions the advertisers

and producers expected to change their assembling and plans of

action (Chen, 2010; Rizwan et al., 2013).

Green purchase intention notice the avidness communicated by

the customer to represent the advantage of nature. In the event

that purchasers have had a trust involvement with the dealer,

they would have a more elevated amount of procurement aims. By

the examination of past studies we effortlessly confirmed that

there is a creating pattern in the individuals to utilize such

products that are less destructive for nature. Indeed, even

they are willing to pay more for such products, which have less

impact on nature. On the off chance that customers see that the

estimation of a product is higher, they are more inclined to

buy the product.

2.3 ENVIRONMENTAL KNOWLEDGE

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Fryxell and Lo, (2003) characterized ecological information as

"a general learning of truths, ideas, and connections

concerning the regular habitat and its significant biological

systems". Thus, it includes open learning about the earth, key

connections concerning to natural features or effects, a

profound respect of whole living being, and shared good faith

for economical improvement. The client's level of ecological

learning about natural issues, the accessible substitutes and

answers for these issues are another variable, which has now

and again demonstrated to influence the buyer's conduct.

Study by D'Souza, Taghian and Lamb (2006) said natural

information develops in two structures; in the first place,

purchasers must be taught to understanding the effect of

product to environment; and second, purchaser's learning in the

product itself being created in an ecologically well disposed

way. Study by Nabsiah et al. (2011) amongst Penang's ecological

volunteers found that the natural learning having huge effect

to green obtaining conduct of green volunteers as far as their

positioning of vital. Natural information was characterized as

an individual general learning of certainties, ideas, and

connections concerning the common habitat and its significant

biological systems (Nik Abdul Rashid, 2009; Nabsiah 2011). In

this manner, it includes open information about the earth, key

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connections concerning to natural features or effects, an

adoration of whole organic entity, and shared good faith for

manageable improvement. The client's level of natural learning

about ecological issues, the accessible substitutes and answers

for these issues are another variable, which has on occasion

demonstrated to influence the purchaser's conduct.

2.4 PRICES-SENSITIVITY

Goldsmith and Newel (1997) characterized costs affectability as

how buyers feel about paying a particular cost for a particular

product or administration. At the point when buyers are more

value delicate they are more value orientated (Morganosky,

1986). The cost of an product or administration turns out to be

more essential in choice making (Ang, Leong, & Kotler, 2000).

Value premium as indicated by Numraktrakul, et al (2011) is the

extra sum paid for product rather than the typical value; this

could show customer's ability to pay for green product. Then

again, Zhen and Mansori (2012) attested that shopper's state of

mind and observation are associated with their eagerness to

buy. There are a few exploration samples on the expanding value

touchy conduct amid a monetary emergency which are alluding to

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Consumers switch to less expensive brands (Lamey, Deleersnyder,

Dekimpe, & Steenkamp, 2007; Zurawicki & Braidot, 2005),

Consumers hunt all the more down value advancements (Ang,

Leong, & Kotler, 2000; Zurawicki & Braidot, 2005), Consumers

shop more similar among distinctive stores (Shama, 1978; Ang,

Leong, & Kotler, 2000) and Consumers shop more at wholesale

outlets (Zurawicki & Braidot, 2005).

A few studies have analyzed how shoppers change their

utilization consumptions amid a financial emergency or

subsidence. Some of these studies contain research for

particular emergency circumstances in particular nations. This

area will give a short diagram of the likenesses in these

studies. Some of purchasers view the cost of eco-accommodating

products as more costly than the ordinary ones (Chang, 2011)

and others see it not because of the sound piece of the

products. The advantages of the products make a percentage of

the customers go additional to pay more for the products. They

accept that it will safeguard the crumbling of the earth so

spending or bearing additional expense is deserving of the

reason. As indicated by an overview made in the 27 European

nations on 27,000 respondents around 1,000 for each nation,

around 75% of the respondents are prepared to pay more for

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green products and the Swedish have one of the most astounding

rates: 88,8% (Pirani and Secondi, 2011). Also, another study

made on 238 understudies exhibited that 92% of the respondents

were additionally prepared to pay more for eco-accommodating

products. However as per another overview made on a specimen of

808 Belgian shoppers that allude to the understudies, scholarly

staff and directors of Ghent University, just 10% of the

example was willing to pay a 27% value premium (De Pelsmacker

et al., 2009). Regardless of the possibility that purchasers

create inspirational mentality toward moral products, their

conduct does not so much change enthusiastically i.e. Buy

choice. Besides Mandese (1991) demonstrated that "rising green

business sector does not so much show that purchasers would

endeavor to buy Environmentally amicable products at higher

costs (refered to in Purohit, 2011). Surely even green

customers are truly value touchy. So there is an eagerness to

pay more for green products however till a level, in our

overview we additionally specify this readiness to pay all the

more yet as our specimen is made out of understudies and

different shoppers, for example, utilized or unemployed

individuals with distinctive levels of pay, our discoveries

could be more summed up to the populace. Cost is seen by buyers

as an indication of value (Kotler and Keller, 2009). This

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conviction about the presence of a value quality relationship

is pervasive (Solomon et al., 2010) in light of the fact that

it is not generally genuine that the more a buyer pays for an

product the more it is a decent quality product, in reality the

cost is by all account not the only characteristic of an

product.

2.5 SOCIAL INFLUENCE

Social impact on buy choice assumes huge part in buyer conduct.

Shoppers' purchasing choices rely on upon the data they gather

from different sources in a general public. There are

distinctive wellsprings of data supplier in a general public,

among them reference gatherings assume real part that influence

purchasers inclusion in buy circumstances (Bearden & Etzel,

1982). Another study led by Feick et al., (2003) recommends

informal organization and product inclusion are co-related.

Youthful customers are incredibly affected by their

interpersonal organization that they keep up for instance

family, companions, collaborator, and so forth. At first, they

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gather data from their informal organization lastly they choose

about their image decision.

Social impact which the data gave by individuals can have a

major effect on purchasers. The social element in which

individual partner with other individuals by introducing

comparable qualities is recognized as homophile (Ryan, 2001).

It can be implied as circumstances that a man has the same

considerations, convictions and values as the individual that

he or she is speaking with. Another study led by Feick et al.,

(2003) recommends interpersonal organization and product

association are co-related. Regularly, youthful buyers are

enormously impacted by their social networkthat they keep up

(e.g. family, companions, collaborator, and so on.). At first,

they gather data from their interpersonal organization and at

last they will choose about their image decision.

To further clarify social impact definition, Kalafatis et al.

(1999) clarified social standard is whether an activity ought

to or ought not be performed by a respondent in a referent's

perspective. For examples, the referents could be companions,

neighbors not for benefit or revenue driven associations,

educators, folks and so forth. Other than that, Ajzen 1991

clarified the second indicator for buy goal is a social element

termed subjective standard; it alludes to the apparent social

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weight to perform or not to perform the conduct. For instance,

for smoking issue, (1) subjective standards from associate

gathering incorporate musings, for example, "The vast majority

of my companions smoke,"; (2) subjective standards from family

incorporate contemplations, for example, "All my family smoke,

and it appears to be common to begin smoking,"; and (3)

subjective standards from society or society incorporate

considerations, for example, "Everybody is against smoking,"

and "We simply accept everybody is a nonsmoker. In this manner,

when we are in view of obtaining green products issue,

individuals will have a tendency to buy green products when

their companion, family or social networking energize for green

buy.

What's more, another influencer which ready to bring tremendous

effect on buys aim is online networking. A review has been

directed by Ad-logy Research (Business Wire, 2009) which to

examine on the web, conventional and online networking impact

on purchasing choices. The study has found that online

networking and online media have noteworthy effect on their buy

goal. Case in point long range interpersonal communication;

google, facebook, twitter, flickr, youtube , and so forth can

impact the buy expectation of individuals to buy for green

products.

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2.6 THEORITICAL FRAMEWORK

The theoretical frameworks shows the variable consider relevant

to the study. A theoretical framework guides researcher in

doing research, determining what kind of things researcher will

measure, and type of statistical relationships researcher will

look out for. The independent variables in this study are

Environmental Knowledge, Price sensitivity and Social

Influence. The theoretical frameworks are derived from the

various literature reviews and are discussed below:

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IV DV

ENVIRONMENTALKNOWLEDGE

PRICES-SENSITIVITY

SOCIAL INFLUENCE

CONSUMERS’INTENTION TOPURCHASE GREEN

PRODUCT

Figure 2.1: the factors influence towards consumers’ intentionin purchasing green product.

2.7 CONCLUSION

This section discussed about the applicable writing

extensively. It is clear that there are a few vital properties

or elements that impact consumers’ intention in purchasing

green product in Kota Bharu. The elements that impact buyers'

aim in obtaining green products are the Environmental

knowledge, Price sensitivity and social influence. The

relationship and the distinction between these elements will be

further talked about in the following chapter 3.

CHAPTER 3

RESEARCH METHODOLOGY

3.0 INTRODUCTION

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This chapter will discuss on the methodologies used to fulfill

the research objectives. It will includes research design, data

collection methods, sampling design, research instrument,

construct measurement, data processing and data analysis in

which it is important for the study to select and determine the

appropriate research design in conducting the study. The

practice of this research will be explained further in this

chapter.

3.1 RESEARCH DESIGN

In this study, researcher decides to use descriptive research.

Descriptive research is types of conclusive research that has

its own major objective to describe of something that usually

market characteristic or function. Descriptive research was

used by researcher to collect data in order to test the

hypothesis and to answer questions concerning the current

status of the subject of the study. The objective of the study

is to seek accurate, measurement and analysis of target

concepts such as surveys and questionnaire.

The research has adopted quantitative research as it is use

questionnaire to know about factors influencing consumers’

intention to purchase green products in Kota Bharu.

Quantitative data is more efficient and able to test the

26

hypotheses, thus it can be effective tools in study to measure

the factors (Environmental knowledge, Price sensitivity and

social influence) of consumers’ intention to purchase green

products in Kota Bharu. Furthermore, quantitative research is

much more efficient in the time consuming compared to

qualitative research.

3.2 DATA COLLECTION METHOD

Researchers conducted methods of data collection in a

systematic manner, which is in accordance with plans that have

been decided by the researchers themselves. In this research,

researcher uses two methods to collect data which are primary

data and secondary data. From the respondent the primary and

secondary data was collected through any other sources that

useful and relevant to the research topic that are conducted by

researcher. The survey was built utilizing back interpretation

to find out the significance in both languages (Green and

White, 1976).

3.2.1 Primary Data

As indicated by Zikmund (2003), primary data is the information

accumulated and collected particularly for the task close by.

For tackling the particular issues, it could be performed by

utilizing perception, overview, and trial examination directed

27

to get the significant data from the objective populace as

test. The primary data are information accumulated and amassed

exceptionally for the examination task hand. The method are

utilized under primary data is questionnaire. This information

is gathered when secondary data is not adequate and depends to

a great extent on the examination destinations and differs

starting with one issue then onto the next.

For this study, the primary data will be gotten through

questionnaires. This survey will appropriate to the respondents

around Kota Bharu. The questionnaire that has been addressed

then will be gathered and the information will experience a few

procedures. At that point all the information will be sorted,

coded, passage, testing, in a matter of seconds and in

conclusion the information will be break down. The information

for this review can be utilized as data as a part of making

exploration. Zikmund (2003) expressed that a study is an

exploration strategy utilizing questionnaire to assemble data

from a specimen of individuals. A survey is a reformulated

composed situated of inquiry to which respondent record their

answers, as a rule inside rather firmly characterized choices

(Sekaran and Bougie, 2010).

The researcher gave brief explanation to the respondents in how

to answer the questionnaire and why researcher is conducting

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the study. The researcher then waited for the respondents to

complete the questionnaires given and explained in details if

there were questions regarding the questionnaires. In this

research, the researcher gave out a total of 103 questionnaires

to respondents in Kota Bharu area. The questionnaire contains

16 questions (multi-choices) to be answer.

3.2.2 Secondary Data

As per Sekaran and Bougie (2010), secondary data is that

information accumulated through such existing sources.

Secondary data or authentic data are information already

gathered and amassed for some undertaking other than one within

reach. It's assembled and recorded by another person before the

ebb and flow needs of the analyst. This information can be

gotten in a brief time of time and expense a much lower than

primary data. The method that specialist utilized under

secondary data was article and diary. The data that accumulated

from these assets which can be a logged off looking, for

example, from The Star and other related articles. It helps the

specialists to get data and information while doing this study.

In addition, analyst likewise utilize a web seeking through web

furthermore utilizing printed copy that will give heaps of data

from diaries, yearly reports, proposition, past exploration and

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so on the greater part of online diaries were gotten from a few

database gave by UiTM Library, Emerald, Google Scholar and

books from library. The secondary data was utilized generally

as a part of study to focus a structure for the study. It is

more prudent and basic for the scientist to lead his

exploration.

3.3 SAMPLING DESIGN

Testing is a method for selecting a subset of units from an

objective populace with the end goal of gathering data. This

data is utilized to draw deductions about the populace in

general.

3.3.1 Target Population

At in the first place, the researcher will set up the objective

populace. As indicated by Malhotra (2007), target population is

the accumulation of components or articles that have the data

looked for by the specialist and about which surmising are to

be made. The number of inhabitants in this exploration is

shoppers at Kota Bharu, Kelantan. According to Department of

Statistics Malaysia, total population in Kota Bharu is 314,964.

It includes all the area in Kota Bharu which is Kota Bharu,

kubang kerian and remainder of majlis pembandaran.

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3.3.2 Sampling Size

The researcher decides to choose sample size from the target

population of Kota Bharu area. The sample size is the shoppers

at Kota Bharu in the age of 20 to 69. According to Department

of Statistics Malaysia, there are 174,992 from the range of 20-

69 are allocate in Kota Bharu area. Deciding the example size

is complex and includes a few subjective and quantitative

contemplations, 103 respondents are chosen to be the specimen

for this exploration. This basis by picking 103 examples in

light of the fact that as per Roscoe, J.T. (1975) the

accompanying general guidelines for deciding example size where

test size bigger than 30 and under 500 are proper for most

research.

3.3.3 Sampling Frame

A testing is a representation of the components of the

objective populace (Malhotra 2007). Test is a subset of

populace. It includes a few individuals chose from it (Sekaran

2003). The researcher has focused on the customers in zone Kota

Bharu, Kelantan. The arrangements of respondents are from

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buyers that lived in Kota Bharu, Kelantan. The researcher will

pick around 103 respondents in zone Kota Bharu, Kelantan. The

chose respondents will be given an organized questionnaire to

be finished at their own helpful time.

3.3.4 Sampling Techniques

Sampling is extremely helpful in deciding and speaking to the

entire vast populace. Examining system are normally

incorporates of likelihood and non-likelihood tests. Likelihood

inspecting is an examining technique in which every component

of the populace has an altered probabilistic shot of being

chosen from the example. In the mean time, a non likelihood

examining is a testing procedure that does not utilize chances

choice technique in which it is depending on the individual

judgment of the researcher.

For this study, the sampling technique of the study is

convenience sampling which is one of four sorts of non-

likelihood testing system. By utilizing this comfort examining,

researcher can get any respondents which are in this study

case; the analyst is additionally concentrating on open as

respondent to answer the survey. The inquiries are situated in

essential dialect that effectively to see by respondent, by

32

setting this simple way, respondent can answer the inquiry

rapidly and analyst can gather it instantly.

3.4 RESEARCH INSTRUMENT

Research instrument is a study, survey, test, scale, rating, or

apparatus intended to quantify the variable(s),

characteristic(s), or data of interest, frequently a behavioral

or mental trademark.

3.4.1 Questionnaire Design

Questionnaire is formalized situated of inquiries for getting

data from respondents. Questionnaires were regulated to all

respondents with. The researcher utilized pre-coded

questionnaires to make it simple to translate the information

into a PC after they are gathered. The researcher utilized a

Likert scale kind of questionnaire that was trailed by the five

classification categories; strongly agree, agree, neutral,

disagree, and strongly disagree. For this study, the question

is divided into four different sections. Section A is

demographic profile consists of multiple-choice questions about

demographic information. Meanwhile, in Section B, C, D and E,

33

researcher had constructed question about various level of

students’ intention by using Likert Scale.

3.4.2 Pilot Test

In this study, the 35 arrangements of survey are disseminated

to serve as pilot testing and the outcome is being tried its

unwavering quality and legitimacy utilizing the factual bundle

for sociologies (SPSS) programming. At the point when the

outcomes are not solid, researcher will need to redraft the

survey and perform a re-test until dependable results are

gotten.

3.5 PROCEDURES OF DATA ANALYSIS

The analyses of information investigation are done after the

information accumulation. The information will enter in through

SPSS programming keeping in mind the end goal to break down the

outcome. The measurable bundle served to abridge the coded

information and encouraged speedy elucidation (Amin, 2005).

3.5.1 Descriptive Analysis

Means or average is a measure of focal propensity that offers a

general photo of the information without superfluously

immersing one with each of the perceptions is information

situated. Median is the focal thing in a gathering of

34

perception when they are showed in either and rising or

plunging request. Mode then can be meant by the most oftentimes

happening wonder. Variance is ascertained by subtracting the

mean from each of the perceptions in the information set,

taking the square of the distinction and partitioning the

aggregate of these by number of perceptions. Standard deviation

is another measure of scattering for interim and proportion

scaled information, offers a list of the spread of

dissemination or the variability in the information. It is

basically the square attach to the fluctuation.

3.5.2 Reliability Analysis

Subsequently, the Cronbach’s alpha is employed to determine the

reliability of the measurement in this study. Cronbach’s alpha

test is designed to measure inter- product consistency of a

study. The closer the reliability coefficient is to 0.1, the

better the reliability level. Products with low reliability

alpha, which is less than 0.5, will be dropped. The further

information is stated in Table 3.1.

Alpha Coefficient

Range

Strength of

Association

< 0.6 Poor

0.6 to < 0.7 Moderate

0.7 to < 0.8 Good35

0.8 to < 0.9 Very Good

0.9 Excellent

Table 3.1: Rules of Thumb of Cronbach’s Alpha Coefficient SizeSources: (Hair et al, 2003), Essential of Business Research

Method

3.5.3 Regression Analysis

As indicated by (Malhotra et al. 2007), regression analysis is

an effective and adaptable method for investigating acquainted

connections between a metric dependent variable and one or more

independent variables. Regression is a capable apparatus for

compressing the way of the relationship in the middle of

variables and for making forecasts of likely estimations of the

dependent variable. Regression analysis helps in seeing how a

significant part of the variance in the dependent variables may

be clarified by an arrangement of indicators. Regression

analysis keeps running by the accompanying model:

Y= a+ B1X1 + B2X2 + B3X3 + e Whereby;

A= constantB1= Environmental KnowledgeB2= Price SensitivityB3= Social InfluenceE= error

3.5.4 T-Test

36

T-Test is utilized to be measure either there is a significant

relationship between the dependent and independent variables.

This test is behavior to know either to dismiss or to

acknowledge the invalid speculation by contrasting the t esteem

that has been ascertained with the quality in the t table. If

calculated t- value ≥ table t- value, the independent variable

is significant.*Calculation of T- value= estimated coefficient/

standard error of coefficient.

*For this study researcher use t- value from SPSS result andcompare with the t- table.

*Table T- value, refer to degrees of freedom at certainconfidence. In this study the researcher uses 95% confidenceinterval and 5% significant level. (Refer to basic economiesbook, α= 0.05)

*Calculation degrees of freedom (df): df= n-k-1n= number of observation k= number of independent variable3.5.5 Coefficient of Determination (R2)

The square of different R, R-square or R² as it is usually

known, is the measure of difference in the dependent variable

clarified by changes in the independent variable. In this way,

it implies that what number of percent of change in customers'

goal can be clarified by the variance in environmental

knowledge, price sensitivity and social influence. The

principle motivation behind utilizing the R-square is to know

their size of relationship

37

3.5.6 Analysis Of Variance (ANOVA)

Analysis of variance is a collection of factual models used to

examine the distinction between gathering means and their

related strategies grew by R.A. Fisher. In the ANOVA setting,

the observed change in a specific variable is parceled into

parts owing to diverse wellsprings of variety. In its least

difficult structure, ANOVA gives a measurable test of

regardless of whether the method for a few gatherings are

equivalent, and thusly sums up the t-test to more than two

gatherings. Doing various two-specimen t-test would bring about

an expanded shot of conferring a sort 1 mistake.

3.5.7 Correlation Analysis: Correlation Value

As per Malhotra (2007), correlation coefficient is a factual

condensing the quality of relationship between two metric

variables. Correlation is the most helpful and justifiable

approach to take a gander at the relationship between two

metric variables. The analyst will utilize the correlation

coefficient to see the relationship between the free variables

with the dependent variables in this examination. At that

point, the relationship was arranged as strong, moderate, or

weak relationship. The correlation coefficient demonstrates the

quality of relationship between two variables. It gives us no

38

thought of how a great part of the variance in the dependent

variables will be clarified when a few free variables estimated

to at the same time impact it. The correlation coefficient (R)

ranges from +1.0 to -1.0. If the value of r is +1.0, there is a

perfect positive linear relationship, if the value of r is -

1.0; it indicates that a perfect linear negative relationship

is indicated. No correlation is indicated if r is equal to 0.

The value of coefficient can be interpreted as in the Table

3.2.

Coefficient of

Correlation

Interpretation

R= 1 Perfect positive linear

correlation

0.5 < R < 1 Strong positive linear

correlation

0 < R < 0.5 Weak positive linear

correlation

R= 0 No linear correlation

-0.05 < R < -0. 05 Weak negative linear

correlation

-1 < R < - 0.05 Strong negative linear

correlation

39

R= -1 Perfect negative linear

correlation

Table 3.2: Coefficient of Correlation

3.5.8 Hypothesis Testing

A statistical hypothesis test is a technique for settling on

choice utilizing exploratory information. In measurements, an

outcome is called statistically significant on the off chance

that it is unrealistic to have happened by possibility. "Test

of significance” was authored by Ronald Fisher. Discriminating

tests of this kind may be called tests of significance, and

when such tests are accessible we may find whether a second

example is or is not essentially quite the same as the first.

3.6 CONCLUSION

In conclusion for chapter 3, sample of 103 respondents was

decided to directing an examination paper entitled – factors

influencing consumers’ intention to purchase green product in

Kota Bharu. For exploration plan, the distinct examination

configuration and quantitative examination is utilized to

distinguish and evaluate the information and applies in

40

statistical analysis. There are two methodologies that

researcher is utilized to gather information, which are primary

data and secondary data. Prior to the questionnaires were given

to 103 respondents, the specialist had directed a pilot test

for 35 respondents to see whether there is mistake in

questionnaire or not. At that point, after the sum totals of

questionnaires have been distributed and the information has

been gathered, SPSS variant 16.0 will use to decipher the

information. By utilizing SPSS, analyst has the capacity depict

and outline the data about the example picked. Analyst likewise

will know the unwavering quality of the test things. Adjacent

on researcher study, relationship coefficient investigation and

different relapses examination will be utilized.

CHAPTER 4

41

FINDINGS & DATA ANALYSIS

4.0 INTRODUCTION

This chapter represents the findings and analysis of the

present study. These findings had been analyzed from SPSS. In

this study, the data and findings have been interpreted using

the tables and figures. The findings and analysis were divided

into several sections which include descriptive analysis, data

mining procedure, exploratory factor analysis, reliability

analysis and summary result of the overall hypothesis.

4.1 DESCRIPTIVE ANALYSIS

Descriptive analysis is utilized to acquire a count number of

respondent connected with diverse estimation of one variable

and to express these checks of percentage (%) terms. This

examination is appropriated and suitable to break down the

inquiry in Section A (Demographic). The frequency demonstrates

the conveyance of a variable that incorporates frequency and

percentage. Figure 4.1, 4.2, 4.3, 4.4, 4.5 and 4.6 show the

frequency and percentage.

4.1.1 Gender

42

MALE41%

FEMALE59%

Figure 4.1: The respondent’s gender

From the figure 4.1 above have shown the respondents’ gender.

There are 103 respondents involve in this research. It shows

that 40.8% of the respondents are male and 59.2% are female

which compose the majority of the gender category.

4.1.2 Age

20-30 years51%

31 - 40

years29%

41-50 years20%

Figure 4.2: The respondent’s age

4.1.3 Marital Status

43

single41%

married54%

divorced5%

Figure 4.3: the respondent’s marital status

From the figure 4.2 shows the age group of respondent in the

survey. The result shows that the majority of respondent

between 20 to 30 years old contribute 50.5%. The respondents’

age between 31 to 41 years old show 29.1% in this survey

followed by 20.4% of respondent are between 41 to 50 years old.

None of the respondent is in the age of 51 years old and above.

From the figure 4.3 shows that there is 40.8% of respondent are

single and 54.4% are married. It followed by 4.8% of the

respondent are divorced and none of them are widowed.

4.1.4 Education

44

SPM18%

Diploma

37%

Bachelor37%

Master8%

Figure 4.4: the respondent’s education level

Based on the figure 4.4, the respondents from Sijil Pendidikan

Malaysia (SPM) level contribute 18.4% in this survey while

diploma and bachelor have the same frequency which is 38

respondents whereby both contribute 36.9% in the survey. The

master level contributes 7.8% and none of the respondent from

the PHD level.

4.1.5 Occupation

Student18%

Homemaker18%

Self-employe

d56%

Professional8%

Figure 4.5: the respondent’s occupation

Figure 4.5 shows the percentage of respondents’ occupation

which from the result, 18 out of 103 respondents are students

45

(17.5%), while 19 of the respondent are homemaker (18.4%). The

majority of the respondents are self-employed which 58 out of

103 respondent (56.3%). Next is the respondent that working as

professional carrier which 8 out of 103 respondents (7.8%).

4.1.6 Monthly Salary

RM2000 and below

62%

RM2001 - RM500026%

RM5001 -

RM800010%

RM8001 - RM11,0002%

Figure 4.6: the respondent’s monthly salary

Based on the figure 4.6, it shows the respondent monthly salary

from RM2000 and below has 62.1% and it is highest contribution

in this survey. The respondent salary from RM 2001 – RM 5000

has 26.2% while the monthly salary from RM 5001 to RM 8000 has

9.7%. There are only 1.9% of the respondent that their monthly

salary between RM 8001 to RM 11000 and none of them have the

salary above RM 11000.

46

4.2 RELIABILITY ANALYSIS

4.2.1 Reliability Analysis for Pilot Study

Pilot study was conducted in this study to seek weaknesses in

questionnaire and its instrumentation so that correction can be

made. This study involved 35 randomly selected consumers around

Kota Bharu area.

Construct No. of products Cronbach’s Alpha

Intention 4 .970

Knowledge 4 .892

Price Sensitivity 4 .657

Social Influence 4 .867

Table 4.1: Summarized the Cronbach’s Alpha Value forall Variables

Table 4.1 shows the reliability of each construct in the pilot

study. The value of Cronbach’s Alpha for intention, knowledge

47

price sensitivity and social influence are 0.97, 0.892, 0.657

and 0.867 respectively. Nunnaly (1978) has indicated

reliability coefficient should be greater or equal to 0.6 to be

accepted. Thus, this indicates that all constructs are reliable

due to value of Cronbach’s Alpha exceed 0.6 and this study can

proceed to test the target sample size of 103 respondents.

4.2.2 Reliability Test for Each of Variables

Construct

No. of

products Cronbach’s Alpha

Intention 4 .982

Environmental Knowledge 4 .921

Price Sensitivity 4 .729

Social Influence 4 .883

Table 4.2: Reliability Table for the variables

Table 4.2 shows the reliability of each construct in

the study. The value of Cronbach’s Alpha for intention,

48

knowledge, price sensitivity and social are 0.982, 0.921, 0.729

and 0.883 respectively. Nunnaly (1978) has indicated that

reliability coefficient should be greater or equal to 0.6 to be

acceptable. Thus this indicate that all constructs are reliable

due to value of Cronbach’s Alpha exceed 0.6 is achieved.

4.3 MEAN SCORE

The value of mean from table for factors influencing the

consumers’ intention to purchasing green product in Kota Bharu

explained about the average value in the measure of central tendency .

The mean used to make estimate the average when the data have been

collected using an interval scale. The scales are based on the result after

the researcher has computed the mean.

n min max mean s.dev

It is necessary to

have knowledge about

environment.

103 2 5 4.05 0.877

Ecological knowledge

has influence on

green lifestyle.

103 2 5 3.92 0.860

This knowledge of

product is an

effective way about

103 2 5 3.59 0.879

49

green products.Consumers with higher

eco knowledge have

higher green purchase

intention.

103 2 5 4.10 0.965

Table 4.4: Mean of Environmental Knowledge

Based on the Table 4.4, it shows that the higher mean are 4.10

which is the respondent agreeing that the consumers with higher

eco knowledge have higher green purchase intention. It follows

with the mean 4.05 which the respondents on average feel that

it is necessary to have knowledge about environment. The

average of the respondents have the same stance that Ecological

knowledge has influence on green lifestyle where the mean of

3.92. The lowest mean in this section is 3.59 which the

respondent are at the neutral side which saying that the

knowledge of product is the effective way about green product.

In this section the researcher can conclude that the

respondents agree that the environmental knowledge are

important as to be the factor that influence the purchasing

intention towards green product in Kota Bharu.

n min max mean s.dev

50

I buy Eco-friendly products even if the price is higher.

103 1 4 3.03 0.822

If green features increase the price of the product, I am willing to pay more.

103 1 4 2.88 0.783

Green-products are always over-priced

103 2 5 3.67 0.964

Customer should not be made to pay higher price for environmentally friendly products.

103 2 5 3.75 1.026

Table 4.5: Mean of Price Sensitivity

Based on Table 4.5 above, the researcher proved that most of the

respondent on the neutral side where they feel the price of green product

be an issues as the factor influencing the consumers intention to’purchase green product in Kota Bharu. The higest mean is 3.75 where the

respondents feel not to agree that the Customer should not be made to

pay higher price for environmentally friendly products. It is

strengthening with the second highest mean of 3.67 where they

at the neutral side when come to the statement those green-

products are always over-priced. The respondents in Kota Bharu

area averagely in the neutral side which the mean of 3.03 when

comes to the purchasing of eco-friendly products even if the

price is high. On average of respondents in Kota Bharu feel

that they do not agree If green features increase the price of

51

the product, they willing to pay more. From this research, the

mean of respondent are from 3.75 to 2.88 where the researcher can

conclude the respondent are in price sensitve and they also agree that

price sensitivity is one of the factor influence the purchase intention

towards green product.

n min max mean s.dev

People who influence

my behavior would

encourage me to buy

green products.

103 2 5 3.37 0.686

The popular press

adopts a positive view

towards using green

products.

103 2 5 3.54 0.711

I have read/ seen news

reports which say that

purchasing green

products contributes

to a good environment.

103 2 5 3.55 0.813

Mass media reports

have influenced me to

try green products.

103 2 5 3.27 0.674

Table 4.3: Mean of Social influence

Based on the Table 4.3 above, the researcher can conclude that

the majority of the respondents are on the neutral side towards

52

the social influence as their answers for all four question in

this section are within the neutral answer with the higher mean

is 3.55 to 3.27. It shows that the respondents are more towards

agreeing the social influence as a factor influencing the

purchasing intention towards green product in Kota Bharu. There

are a few possibilities why the respondents choosing the answer

within 3 and 4 in the Likert scale which either they not truly

understand the question or they do not know either to choose

agree or disagree. It also can be concluding that the

respondents are not too affected with the social influence as

the factor influencing the purchasing intention towards green

product in Kota Bharu.

n min max mean s.dev

I would intend to buy green products

103 1 5 3.49 0.850

My willingness to buy green products is high.

103 1 5 3.600.0.9

94

I am likely to purchase any green product.

103 1 5 3.50 0.873

I have a high intention to buy greenproduct.

103 1 5 3.47 0.916

Table 4.6: Mean of Purchase Intention

53

Table 4.6 above shows that the mean of purchase intention where

the researcher can conclude that majority of the respondents

are on the neutral side towards the purchase intention as their

answers for all four questions in this section are within the

neutral answer with the range of mean within 3.60 to 3.47. It

shows that the respondents are more towards agreeing rather

than disagree with the purchasing intention towards green

product.

4.4 REGRESSION ANALYSIS

4.4.1 T-Test

T-Test Significant Value

Environmental 11.020 0.000

54

Knowledge

Price sensitivity -8.784 0.000

Social influence -0.629 0.531 (not

significant)

Table 4.7: T-test for the Variables

Table 4.4 shows the significant relationship between the

dependent and independent variables. The environmental

knowledge and price sensitivity show the significant to the

dependent variable which is consumers’ intention to purchase

green products while social influence does not show the

significant in this study with the significant value of 0.531.

4.4.2 Coefficient of Determination (R2)

55

Estimate

R-Square 0.884

Table 4.8: Coefficient of Determination (R2)

The table 4.5 shows that 88.4% of consumers’ intention to

purchase green product in Kota Bharu can be explained by

knowledge, price sensitivity and social influence. Meanwhile

11.6% can be explained by other factors.

UnstandardisedBeta Estimate

Intention 1.773

Intention

Environmental

Knowledge 0.928

Intention Price Sensitivity -0.475

Intention Social Influence -0.072

Table 4.9: Unstandardized Weight

4.4.3 Analysis Of Variance (ANOVA)

Based on the Table 4.6, the estimated unstandardized beta

between the Environmental Knowledge and Intention can be

defined as that, when Environmental Knowledge goes up by 1

unit, the Intention to buy goes up by 0.928 unit. Meanwhile

when Price Sensitivity goes up by 1 unit, the Intention to buy

green product decrease by 0.475 unit.

Regression model:

Intention to buy green product = 1.773 + 0.928 Knowledge –

56

0.475 Price Sensitivity – 0.072 Social Influence.

4.5 CORRELATION

Estimate

Environmental Knowledge

(X1)

Intention (Y) .886

Price Sensitivity (X2) Intention (Y) -.535

Social Influence (X3) Intention (Y) .830

Table 4.10: Correlation Estimate for the Variables

The table 4.7 shows the correlation estimate between knowledge,

price sensitivity, social influence and intention. The

correlation between knowledge and intention is estimated to be

0.886 which indicate that the two variables are strongly

positive correlated. The correlation between price sensitivity

and intention is estimated to be -0.535 which indicate that the

two variables are moderately negative correlated. The

correlation between social influence and intention is estimated

to be 0.830 which indicate that the two variables are strongly

positive correlated. 57

4.6 HYPOTHESIS TESTING

Hypothesis Results

Environmental knowledge has positive effect on

consumer purchasing of green product in Kota Bharu

Supported

Prices-sensitivity will have a positive influence

on consumer purchasing of green product in Kota

Bharu

Supported

Social influences has positive effect on consumer

purchasing of green product in Kota Bharu

Not

Supported

Table 4.11: Hypothesis Testing for the Variables

Table 4.7 shows the result of the hypothesis testing for the

variables. Both environmental knowledge and price sensitivity

have a positive influence on consumer’s intention to purchase

green product in Kota Bharu which in the table show both

hypothesis are supported while the hypothesis for social

influences which stated that social influences has positive

58

effect on consumers’ intention to purchase green product in

Kota Bharu are not supported.

4.7 CONCLUSION

This chapter has discussed on finding of all independent

variables (Environmental Knowledge, Price Sensitivity and

Social Influence). From this research are found to have

significant relationship with dependent variable (consumers’

intention to purchase green products). Results of the analysis

and supporting reasons for the results will be discussed in the

following chapter.

59

CHAPTER 5

CONCUSION AND RECOMMENDATION

5.0 INTRODUCTION

This chapter will explain about the conclusion and

recommendation, in this section, the researcher will expand the

finding and analysis of the study. In the second part of this

chapter, the researcher prescribes or proposed a few thoughts

that may have the capacity to build customers' intention to

purchase green products and do improvement to the environment

and the perception of the consumers towards green product.

5.1 CONCUSION

60

This chapter had discussed on the conclusion from the findings

obtained that can be summarized based on the objective

highlighted beforehand are summarized as below:

5.1.1 The Nature of Consumers’ Purchasing intention towards

Green Product in Kota Bharu.

From the findings that had discussed on the previous chapter,

the researcher conclude that the purchasing intention towards

green product in Kota Bharu are in the moderate where they are

looking at the price strengthen with the environmental

knowledge to increase their purchasing intention as the mean

score tell the respondents view towards the factor influencing

purchasing intention. The overview of mean score shows that

environmental knowledge and price give the impact towards

consumers’ intention to purchase green product which the higher

mean for environmental knowledge section is 4.10 which is the

respondent agreeing that the consumers with higher eco

knowledge have higher green purchase intention and the highest

mean for price sensitivity is 3.75 where the respondents feel not to

agree that the Customer should not be made to pay higher price

for environmentally friendly products. In this case it

contribute to the average mean of purchasing intention where

the majority of respondents are answering for all four

61

questions in this section are within the neutral answer with

the range of mean within 3.60 to 3.47. It shows that the

respondents in Kota Bharu do not have high purchasing intention

towards green product.

5.1.2 The Determination of Consumers Purchasing Intention

According to the ANOVA test in the previous chapter, it can be

indicated that there is relationship between Intention and the

factors Knowledge, Price Sensitivity and Social. It is proven

by the F ANOVA test that shows the significant p-value 0 he000

which means there is significant relationship between those

variables. This can be concluded that, although the variable

Social is not significant through the T-Test, there is still

existed the significant relationship between the Independent

variables and Dependent Variable. The respondents in Kota Bharu

realize that the environmental knowledge and price sensitivity

are the factor influencing the consumers’ intention to purchase

green product but not for the social influence. For the overall

views on this issue, it can be strengthening with the

regression model where it stated in the findings that when

Environmental Knowledge goes up by 1 unit, the Intention to buy

goes up by 0.928 unit. Meanwhile when Price Sensitivity goes up

62

by 1 unit, the Intention to buy green product decrease by 0.475

unit.

5.1.3 The determination of factors influencing the purchasing

intention towards green product.

According to the previous finding on the unstandardized beta

estimates, the researcher conclude that environmental knowledge

influence the buyer’s Intention the most while Price

Sensitivity has the least influence towards buyer’s Intention

to buy green products. This means that the customer with more

environmental knowledge will have a higher probability to buy

green products and that, the price of the product does not

affect their decision to buy the products. Consumers who are

concerned about green products might net mind to pay for any

price of the products since they acknowledge the benefit of the

products.

5.1.4 The identifying of the existence of relationship between

Independence Variables (IV) and Dependence Variables (DV).

For this research, it is proven that environmental knowledge

and price sensitivity has a significant influence towards the

63

consumers’ intention but the social influence is against the

result. It can be defined that, the consumer who has more

environmental knowledge and when the price of the green

product is cheaper in the market, it can raise consumers’

intention to purchase green product while the social influence

will have less significant effect to the consumer in attracting

them to purchase green product.

From the finding on this research, the conclusion will be

concluded based on summary of hypothesis and result according

to the analysis that has been conducted on this study. This

study has accomplished the objective to determine the

significance of the relationship between environmental

knowledge, price sensitivity and social influence towards the

consumers’ intention to purchase green product.

5.2 RECOMMENDATION

The recommendation of this study is based on the significant of

the study.

5.2.1 Recommendation to Consumer

As the study conduct in the Kota Bharu area, this study can be

as a distinct option for the buyer in discovering a few

64

approaches to enhance the utilization of green product.

Environmental education is vital to the generations. It alludes

to sort out endeavors to educate about how natural environments

work and especially how people can deal with their conduct and

biological community keeping in mind the end goal to live

economically. Activities on environmental education are viewed

as extracurricular exercises and, for example, given genuine

consideration by numerous schools. This is brought on by an

absence of comprehension of the wide and complex ideas in

environmental education that cover extracurricular activities

as well as every angle inside of the training framework. Since

this youthful era has been knowledgeable, accordingly natural

instruction may be incorporated in the syllabus. It is likewise

expressed by Coddington (1993) that the seeds that are sown

under the right way to deal with ecological showcasing are the

seeds of natural training. Developing a propensity requires

significant investment. In the event that customers are taught

when they are little, it can inspire their worry towards

environment and along these lines get to be green purchasers.

5.2.2 Recommendation to Researcher

As the discussion earlier, these discoveries can be made as a

source of perspective to the individuals that capable on the

purchaser demeanor towards green product. As a researcher to

65

continue the study, to conduct a more accuracy and reliable

data and result, future researches need to expand the amount of

the representative sample size. This study recommends that the

number of respondent must be increased in order to provide more

reliable results. The future researcher should increase the

variation of variables in questionnaire as well as the number

of products. In addition, the distributions of questionnaire

must be monitored by the researcher so that the respondents

give their full sincerity in answering every question. Since

this study focused on the respondents around Kota Bharu, it

can be further to other area such as in Pengkalan Chepa,

Ketereh, Pasir Tumboh and other parts of Kota Bharu, Kelantan.

Additionally, it is recommended that the future research need

to equally conduct among all races, gender and age, as well as

equally distribute around the country regions in to gain more

comprehensive finding.

5.2.3 Recommendation to Country

From this research where the discoveries additionally can give

a criticism to the legislature in expanding and giving

criticalness commitment to the nation's financial. It

additionally can enhance the use of green product and

inevitably spare the earth. The government needs to increase

the awareness towards environment and green product as to

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advertise the healthier lifestyle. Social influence is proved

to be not very influential towards the respondents in Kota

Bharu. This shows that the advertisement or promotion on

advantages of using green product is not strong enough to

attract the consumers to purchase it. Nevertheless, as

concerned consumers, people should start taking green advert

more seriously.

These days, social network like Facebook and Twitter have get

to be famous and even an "unquestionable requirement" represent

youth to get joined with their companions. Advertiser ought to

utilize more online social network for publicizing and

advancing green or environment friendly products. The new

advertising platform which is social network can be use in fact

that online social network clients were three times more prone

to trust peer's sentiments over promoting when settling on buy

choice. In short, green purchasing intention, and user review

on green products and environmental issues possibly port in the

informal community keeping in mind the end goal to pick up

exposure. Besides, it can increment ecological mindfulness and

natural concern among clients of informal organization also.

Lastly, the government and manufacturers are mindful with the

fact that consumers are on high alert regarding price-

sensitivity. Since there are price differences between normal

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and green products, the government and manufactures should

balance the price for the green product to attract more

consumers to use more environmental-friendly products. This is

to ensure a greener and healthier country in the future.

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