Attitude and Willingness to Pay for Green Products

Attitude towards environmental issue is beginning to attract a lot of consumers in Malaysia. However the contribution towards environmental activities such as
recycling, buying biodegradable product and buying other green products is still small. The main objectives of this research is to determine the level of consumer willingness to pay for green products, to determine the differences in willingness to pay between gender and races and to determine the relationship between personality, lifestyle, attitude, income and willingness to pay. Independent variables consist of demographic factors, attitude, lifestyle and personality. Dependent variable for this
research is willingness to pay for green products. Data is gathered through questionnaire containing five parts (demographic, attitude, lifestyle, personality and
willingness to pay) using six point Likert scales :( l-strongly disagree to 6-strongly agree). Data is analyzed using descriptive analysis, T-test, ANOVA, correlation and
regression stepwise. Results show that the level of willingness to pay for green products is high. There is also no significance difference in willingness to pay
between gender and races, and there is a significant relationship on willingness to pay for attitude, personality and income. Discussion and recommendation are discussed.