iFactors That Influence Green Purchase Behaviour ofMalaysian ConsumersTang Sook MunA research project submitted in partial fulfillment of therequirement for the degree ofMaster of Business AdministrationUniversiti Tunku Abdul RahmanFaculty of Accountancy and ManagementAugust 2014iiFactors That Influence Green Purchase Behaviour ofMalaysian ConsumersByTang Sook MunThis research project is supervised byChong Shyue ChuanSenior LecturerHead of Department(Department of Economics)Faculty of Accountancy and ManagementiiiCopyright @ 2014ALL RIGHTS RESERVED. No part of this paper may be reproduced, stored in aretrieval system, or transmitted in any form or by any means, graphic, electronic,mechanical, photocopying, recording, scanning, or otherwise, without the priorconsent of the authors.iv21,175 wordsTANG SOOK MUN11UKM01737DECLARATIONI hereby declare that:(1) This MKMA25106 Research Projects is the end result of my own work andthat due acknowledgement has been given in the references to all sources ofinformation be they printed, electronic, or personal.(2) No portion of this research project has been submitted in support of anyapplication for any other degree or qualification of this or any other university,or other institutes of learning.(3) The Word count of this research report is __________________________.Name of Student: ____________________________Students ID: ____________________________Signature: ____________________________Date: ____________________________vACKNOWLEDGEMENTFirst of all, I would like to express my sincere gratitude and appreciation to allparties who have guided and helped me throughout the duration of the time untilthe completion of this research.I would like to express my deep and sincere gratitude to my supervisor, Mr ChongShyue Chuan, who had been guiding me patiently from the very beginning untilthe completion of this research. He had spent his precious time to help and guideme when I was in doubt or encountered any problem throughout the developmentof the research. His intelligent guidance and advices had facilitated and assistedme. Without his supervision, I may not able to complete my research report in thetime given.On the other hand, I would like to acknowledge the help of the Universiti TunkuAbdul Rahman for giving chance to me for conducting this research project. Byconducting this research, I had learnt and developed my skill and knowledge. Thisknowledge will be put into good use that will support the society in different ways.Other than that, I would like to thank all the respondents for supporting me inanswering my survey. Thank you for all the cooperation that you all have givenme. Besides that, I want to thank my family and friends who have given theirsupport and encouragement throughout my study.Last but not least, I am regret that I unable to mention everyone by name; thosewho has helped me in conducting this research project. Therefore, by using thisplatform, I specially want to thanks to all these people.viDedicationTo my family and all my loved ones,Thanks for being there when I needed you the most.viiTABLE OF CONTENTSPageCopyright iiiDeclaration . ivAcknowledgement vDedication .. viTable of Contents .. viiList of Tables . xiiList of Figures xiiiList of Appendices xiiiPreface .. xivAbstract . xvCHAPTER 1 INTRODUCTION1.0 Introduction . .. 11.1 Research Background . .. . 11.2 Research Problem .. 61.3 Research Questions . . . 81.4 Research Objective . .. . 81.5 Significance of the study .. . 91.6 Conclusion . . . 11CHAPTER 2 LITERATURE REVIEW2.0 Introduction . 122.1 Literature Review .. .. 122.1.1 Green Consumer and Green Products .. 122.1.2 Green Marketing .. 172.1.2.1 Green Marketing in Malaysia 202.1.3 Green Purchase Behaviour (GPB).. 21viii2.1.3.1 Theory of Reasoned Actions (TRA) . 232.1.3.2 Theory of Planned Behaviour (TPB) .. .. 242.1.4 Social Influence (SI) . 252.1.5 Environmental Attitude (EA) . 262.1.6 Environmental Concern (EC) . 282.1.7 Perceived Seriousness of Environmental Problems (EP) . 292.1.8 Perceived Environmental Responsibility (ER) . 302.1.9 Perceived effectiveness of Environmental Behaviour (EB).312.1.10 Government Initiative (GI) . 322.2 Research Framework .. . 332.3 Hypotheses Development 342.3.1 Demographic Profile . 342.3.2 Social Influence (SI). . .. . 352.3.3 Environmental Attitude (EA) 362.3.4 Environmental Concern (EC) . .. 372.3.5 Perceived Seriousness of Environmental Problems (EP) .. 382.3.6 Perceived Environmental Responsibility(ER). . 392.3.7 Perceived effectiveness of Environmental Behaviour (EB). 392.3.8 Government Initiative (GI). .. . 402.4 Conclusion .. 41CHAPTER 3 RESEARCH METHOD3.0 Introduction . 423.1Research Design 423.1.1 Quantitative Research . .. 433.1.2 Descriptive Research 433.2 Data Collection Method . . 433.2.1 Primary Data .. 44.3 Sampling Design .. . 443.3.1 Target Population .. 443.3.2 Sampling Frame and Sampling Location . 453.3.3 Sampling Elements .. . 453.3.4 Sampling Technique .. . .. 45ix3.3.5 Sampling Size . .. 463.4 Research Instrument 463.4.1 Questionnaire Design 473.4.2 Pilot Test 493.5 Constructs Measurement . . 493.5.1 Origins of Constructs .. .. 493.5.2 Primary Scale of Measurement .. .. 523.5.2.1 Nominal Scales . 523.5.2.2 Ordinal Scale . 533.5.2.3 Interval Scales .. 533.5.2.4 Ratio Scales 533.6 Data Processing . .. 543.6.1 Questionnaire Checking .. . 543.6.2 Data Editing . . 543.6.3 Data Coding . 553.6.4 Data Transcribing . 553.6.5 Data Cleaning .. . 553.7 Data Analysis .. 563.7.1 Descriptive Analysis . 563.7.1.1 Frequency Distribution .. 563.7.2 Factor Analysis . 573.7.3 Reliability Test . 573.7.4 Inferential Analysis .. 573.7.4.1 Independent Sample t-test . 583.7.4.2 One-way Analysis of Variance (ANOVA) .. . 583.7.4.3 Pearsons Correlation Analysis . 583.7.4.4 Multiple Regressions . 593.8 Conclusion 59CHAPTER 4 RESEARCH RESULTS4.0 Introduction .. 604.1 Descriptive Analysis . .. 604.1.1 Respondent Demographic Profile . 61×4.2 Factor Analysis .. . .. 634.3 Reliability Statistics . 674.4 Inferential Analysis . 704.4.1Independent Sample t-test . 704.4.2One-way ANOVA .. .. 714.4.3 Pearson Correlation Analysis .. . 754.4.4 Multiple Regressions 794.5 Conclusion 82CHAPTER 5 DISCUSSION AND CONCLUSION5.0 Introduction . 835.1 Summary of Statistical Analysis . 835.1.1 Descriptive analysis . 835.1.2Factor Analysis . 845.1.3Reliability Analysis .. 855.1.4Inferential Analysis .. 855.1.4.1Independent Sample t-test . 855.1.4.2One-way ANOVA . 865.1.4.3Pearson Correlations Analysis . .. 865.1.4.4Multiple Regressions Analysis .. 875.2 Discussion of Hypotheses Results .. . 885.2.1Hypothesis 1a 915.2.2Hypothesis 1b .. . 915.2.3Hypothesis 1c . .. 925.2.4Hypothesis 2a .. . 935.2.5Hypothesis 2b .. . 935.2.6Hypothesis 2c .. . 945.2.7Hypothesis 2d .. . 945.2.8Hypothesis 2e . .. 955.2.9Hypothesis 2f 965.2.10Hypothesis 2g . .. .. 965.3 Implication of Study .. .. 975.3.1 Managerial of Implications .. 97xi5.3.2 Theoretical Implication .. 1005.4 Limitation of Study . .. 1005.5 Recommendations .. .. 1015.6 Suggestion for Further Study . 1025.7 Conclusion . 103References .. 104Appendices . 124xiiLIST OF TABLESPageTable 1: Type of Green Consumers and the Implication for the GreenMarketers . 14Table 2: Comparison between Green Marketing and Conventional Marketing 18Table 3: Practices Lead to the Failure of Green Marketing .. 19Table 4: Questions Asked For Each Factors Influence . 50Table 5: Questions Asked For Green Purchase Behaviour . .. 52Table 6: Respondents Demographic Profile 61Table 7: Kaiser-Meyer-Olkin Measure of Sampling Adequacy .. . 63Table 8: Factor Analysis . .. 64Table 9: Interpretation Scale of Cronbachs Alphas Tests Results 67Table 10: Reliability Test Result for Each Variable .. . .. 68Table 11: Reliability Statistics and Item-Total Statistics (GovernmentsInitiative) 69Table 12: Reliability Statistics and Item-Total Statistics (Perceived EnvironmentalResponsibility) .. .. . . 69Table 13: Independent Samples Test .. 70Table 14.1: One-way ANOVA (Ethnic Group). . .. 71Table 14 2: Post Hoc Test (Ethnic Group) .. .. 71Table 15 1: One-way ANOVA (Monthly Income) 73Table 15 2: Post Hoc Test (Monthly Income) 73Table 16: Rules of thumb About Correlation Coefficient Size .. 75Table 17: Bivariate Correlation Results .. .. 76Table 18: Multiple Regression Result .. .. 79Table 19: Summary of Outcome of Research 88xiiiLIST OF FIGURESPageFigure 1: Proposed Conceptual Framework .. 33LIST OF APPENDICESPageQuestionnaire 124SPSS Output 130xivPREFACEThis research project is a compulsory subject needed to be done for students ofMaster of Business Administration in order to complete their Master studies. Theresearch title for this thesis is Factors that influence working consumerspurchasing behaviour towards green products in Malaysia.Intensely competitive business environment and rapidly economic developmentprovided more convenient technology to people. However, failure in preservationthe use of nature resources may continue expanding the environment issue.Besides, people aware of the deteriorating of the environment in Malaysia but didnot behave in an environmentally friendly manner. As such, it is important tounderstand working consumers green purchasing behaviour in government andmarketing context.The main purpose of this research project is to investigate the factors thatinfluence working consumers green purchasing behaviour in Malaysia.Throughout this research project, there are a total of seven variables has beenidentified which are social influences, environmental attitudes, environmentalconcern, perceived effectiveness of environmental problems, perceivedeffectiveness of environmental behaviour, perceived environmental responsibility,and government initiative. This study also can discover what reasons causedconsumers less response in green products in Malaysia.xvABSTRACTToday, rapid development of technology has caused both positive or negativeaffect and changes in the environment. While enjoying the convenience providedby technology, people should have the right mind-set in keeping and protectingtheir environment healthy. Therefore, the aim to conduct this study is to examinethe factors that influence working consumers green purchase behaviour. They areseven independent variables were used in this research project to identify thefactors that influence working consumers purchasing behaviour toward greenproducts; social influences, environmental attitudes, environmental concern, andperceived effectiveness of environmental problems, perceived effectiveness ofenvironmental behaviour, perceived environmental responsibility, and governmentinitiative.Two hundred working consumers are the sole targeted respondents in this study. Itis found that there are no significant differences for the gender and race variableswhereas monthly income variable was found a significant difference on it. Inaddition, the study findings also discovered that there is a significant relationshipbetween the factors influence and working consumers purchasing behaviourtowards green products.Consequently, these research findings have provided some insight and feedback tobusinesses who basically facing a lot of challenges in convincing consumers topurchase green products. By gathering this information, marketers can understandthe route that shifts the environmental factors to green purchase behaviour. Theyalso would be able to formulating their various strategies to effectively attractmore consumers to purchase green products.Page 1 of 143CHAPTER 1INTRODUCTION1.0IntroductionThe purpose of this research is to study the factors that influence workingconsumers purchasing behaviour towards green products. The main focus areasin this chapter have state the purpose of this study and describe the majorproblems. After that, set the research questions, and follow by the significant ofthis study.1.1 Research BackgroundGlobal warming was one of the environmental degradation signals that were aserious worldwide issue encountered by all global people in recent years. Thenegative impact of global warming includes melting glaciers in Arctic. Thethickness of Arctic sea ice was melting decreased by 40% since 1960s and itsmelting level was now at the alarming rate of 9% per decade. If the melting ratecontinuously increased without rescue action taken by people, the Arctic could beice-free in 2040 (Natural Resources Defense Council). It can be predicted that sealevel could accelerating rise until an uncontrollable level in future. Many countrieswill be disappear due to inundated by the sea. On the other hand, global warmingwill weaker ozone layer and caused about 120,000 people in a southern Chile cityexposure to very high level of ultra-radiation due to ozone depletion and causehuman suffering from cancer (Njie, 2013). Drastically change in climate also oneof the impact of global warming. According to BBC News (2009), TyphoonPage 2 of 143Kestana occurred in Vietnam has destroyed or damaged about 170,000 homes andcaused around 380,000 people homeless. Meanwhile, the storm also affectedn
early 2 million people in Philippine and caused more than 100,000 peoplehomeless (Conde, 2009).Apart from global warning, rapid industrialization that caused pollution in landfill,water and air also led to another environmental degradation signal. China hasundergoes rapid industrialization and successfully become the second-largesteconomy in the world in year 2012. However, it does exacerbate its environmentaldeterioration. According to Yang (2012), up to 40% of rivers are polluted in China.The water pollution caused high cancers rates in China due to consumption ofcontaminated water that polluted by vary types of industrial sewage such ascadmium, lead, indium, zinc and other metals. Besides, air pollution does happenin China and it reached a crisis level. This cause millions of people in China aresuffer under the smog every day. According to World Bank study (as cited in Tan,2009), approximately 460,000 people die prematurely in China annually fromthose diseases related to the air and water pollution that are highly andcontinuously exposure to China people. Besides, many others environmentaldegradation and harmful activities that performed in the modern economy havealways led to environmental issues and it always caught the attention ofworldwide citizens.Through the efforts of government and society in education and publicity works,many people around the world are well informed the threats, negative impacts andconsequences that endanger their environment are caused by the irresponsibilitycompanies and their irresponsibility behaviour towards their environment. Hence,many environmental issues related terms such as air and water pollution,unexpected and rapidly change in climate, deterioration problem of ozone layers,and so on are quite well known by individuals. After realize the seriousnessproblems towards environmental issues, people from worldwide are willing toimplement their own responsibility to safe and protect their environment becausethey believe their efforts can improve their quality of life in the future.Page 3 of 143Emerson, Esty, Kim, Mara, Sherbinin, & Srebotnjak (2010) stated that Malaysiaranked 54 out of 163 examined countries and performed better in addressingenvironmental challenges. This indicated that Malaysia has enjoyed one of theleast polluted environments in Asia. However, massive industrial development inrecent years caused Malaysia still facing a number of environmental problems dueto an increase in urbanization and vehicle use. According to Waltraud Mayr(2010), about 56% of waste is recycled in Singapore, whereas Malaysia isprojected to only reach 22% by 2020. This shows that Malaysia has low publicawareness on recycling as compare with Singapore.An article in Bernama shows that littering was a common legal offence in Penang.Surprisingly, the main reason caused the river pollution was littering by Penangresidents, no longer caused by industrial waste. Thus, it shows that there is a lackof environmental responsible behaviour expressed in Penang residents (Garbage,Main Cause of River Pollution in Penang, 2009).Besides, Malaysia realized that investing in environmental protection becomeincreasingly important. Therefore, environmental awareness is building up.Currently, several other initiatives are being implemented by government toencourage consumers and industries to fully practice energy efficiency. Forexample, phase out incandescent light bulbs in order to reduce the emission ofcarbon dioxide. Moreover, a scheme set up by government known as GreenTechnology Financing Scheme was aim to promote industries for utilise lowcarbon and resource efficient technologies. Therefore, green services will belaunched to reduce energy consumption and minimise pollution (Market Watch,2012).Nowadays, environmental problems have caught the attention not only forworldwide citizens, but also worldwide companies and institutions. According toPapadopouloss study (as cited in Zand Hessami & Yousefi, 2013), consumershave more concern to their environments compare to the past and it will changetheir purchase behaviour. Thus, from the perspective of consumers, concern forPage 4 of 143environmental will greatly influence their decision making in selecting orpurchasing goods or products.According to Polonsky and Rosenberger (2001) indicated that 84% peopleconsidered they have the responsibility to the environment. They are willing topurchase products from environmental friendly companies. Besides,environmental issues have change 49 per cent of respondents purchasingbehaviour (Bowees study as cited in Zand Hessami et al., 2013) and 75% peoplebecome more concern on the environmental issues (Bakers study as cited in ZandHessami et al., 2013).People become more consciousness and awareness towards environmental issueshas led to a green revolution and alters peoples demands and purchase behaviour.Consumers who purchase those eco-friendly products and services will havepositive effect on the environment. A new market was developed which known asgreen marketing. Those customers who concern about the environment andsupport green marketing are known as green consumers. Normally, this kind ofconsumers will practice their consumption behaviour by purchase green productsthat have less impact to their environment.In additions, property sector also involved in concerning the environmentaldevelopment by develop the green building such as Hotel Penage and 1 FirstAvenue, and Digi Technology Operation Centre Malaysia. Other than that,hypermarket chains such as Carrefour, Giant, and Tesco have implemented NoPlastic Bag Day practise to minimize the plastic usage. Meanwhile, manycorporate sectors in Malaysia have launched their respective green initiatives. Forexample, Sime Darby held a campaign program known as Plant a Tree Program.DIGI has launched Deep Green and Mangrove-Saving Project with the aimsto develop a green value chain with the help from its local communities andvarious stakeholders. Besides, the purpose of the The Light project thatlaunched by IJM Land Berhad was to promote green property that includes somegreen technologies in its construction. Not only that, recently 8TV has activelypromoted and educated public regarding the positive behaviour towardsPage 5 of 143environment via a television programme known as Lets Cycle. In additions,government also encourage all institutions to participate in Earth Hourcampaign on March 28 every year to turn off the light for one hour in order topromote environmental awareness to public as well as to respond to the support ofgreen activities.According to Our Green World (2008), an online survey conducted by the globalmarket insight and information group TNS in 2008 shown about 35% Malaysianrespondents resulted that green promotion launched by companies wouldinfluence their purchasing decisions. Meanwhile, about 83% Malaysianrespondents replied from online survey shown that their buying decision would beaffected based on their perceptions towards how environmental protection wasimplemented by a company. These finding results are consistence to Abdul Wahid& Abustan (2002) which found that majority consumers indicated that theirpurchasing intention will affect by the green products advertisement.Besides that, consumers now are more care and aware of their consumptionbehaviour to the environmental impact. Dagnoli and Kleins study (as cited inFollows and Jobber, 2000) discovered that more than 60% of consumers werelinked their buying behaviour with the impact on the environmental. It shows thatconsumers now are more prefer on green products. This implies that there isincreasing number of green consumers in the market.Therefore, concern to the environmental issues did change the consumersconsumption pattern because they are starting to realize that their buyingbehaviour can actually bring a significant impact to their environmental. Althoughthe green marketing create an opportunity to those marketers, but they stillencounter some greatest challenges such as tendency of consumers acceptancetowards green products, changes in consumers preferences, unfavourableconsumers perception towards green products, high cost investment in developingin green marketing, misgiving of green advertising claim and others challenges.Hence, companies who wish to sustain in this market should resolve all challengesencounter by them, advocate the contribution of consumers towards environmentPage 6 of 143by purchase green products and deeply analyse on the consumers preferencestowards green products. Meanwhile, companies should practice socialresponsibility by offering environmental friendly products. This can be thecompetitive advantage for those companies who wish to a leader in the greenmarketing.1.2 Research ProblemThis research aims to identify the working consumers purchasing behaviourtowards green products. The study also analyses how the factors (social influences,environmental attitudes, environmental concern, perceived effectiveness ofenvironmental problems, perceived effectiveness of environmental behaviour,perceived environmental responsibility, and government initiative) influenceworking consumers green purchasing behaviour.Nowadays, green can be considered in the mainstream of the business as it canbe seen from the finding that about 83% Malaysian respondents replied fromonline survey shown that their buying decision would be affected based on theirperceptions towards how environmental protection was implemented by acompany (Our Green World, 2008). Therefore, businesses that offer eco-friendlyproducts and services would be a very profitable business in the market. The studyof Abdul Wahid et al. (2002) stated that consumers who concerning on theenvironmental will show their purchasing behaviour through supporting onGreen brand (Oyewole, 2001). In additions, many institutions have activelylaunched and participated in promoting green programme to community such asEcoKnights. It provides environmental outreach programmes for communities andindustry players to advance the cause of environmental issues through better andwider dissemination of environmental news and views. Anugerah Hijau or GreenAwards is a programme launched by EcoKnights to address environmental issueswith youth through Sustainable Fashion, Eco Architecture andEnvironmental Film Making competition.Page 7 of 143Although studying those determinates that affects consumers purchase behaviourtowards green products could definitely provide important information andforesight even benefits to green marketer in this high competitive business world.However, the findings from numerous studies that have been carried out byformer researchers regarding to the green purchase behaviour are often clash witheach other. This may because the research outcome may be only relevant incertain period, geographical, demographical or culture context due to changeablein consumers purchasing behaviour towards green products.Furthermore, many people believe that introduce green products to public are oneof the market means to grow their consumers consumptions rate and boost theirsale rate rather than to satisfy consumers needs and wants. According to Grunert(1993), only few customers insist on the environmental concerns and show it inthe actual purchase behaviour. Despite many environmental friendly products withgreen attribute and features have been introduced in the markets, yet consumershave not totally changed their taste and old habits. Even though many peopleaware about the environment issues and willing to respond in environmentalfriendly products or services, yet there have a survey result shown that only 8%respondents changed their purchasing behaviour to benefit the environment (OurGreen World, 2008).Besides, study conducted by Nik Abdul Rashid (2009) shows that consumers maynot necessarily would purchase green products or services although they haveplenty knowledge on green products and eco-labels. Moreover, a research foundthat although consumers are care for their environmental but they still did notbuying the green products or services (Alwitt & Bergerss study as cited in YamTang and Chan, 1998). This means that they did not perform in green manneralthough they realized on the environmental degrading. Therefore, it was worth tofound out what cause consumers did not behave in environmental friendly mannereven though they are aware the environmental issues.On the other hand, there have few studies regarding green purchasing behaviourwere conducted by former researchers such as Chan and Lau, 2000; Soonthonsmai,Page 8 of 1432001; Tanner and Kast, 2003; Kamal & Vinnie, 2007; Lee, 2008; Cheah, 2009.Most of the researchers are focused on youth or general consumers than workingconsumers. Apart from this, the results are varies due to the origin or differentsamples were used in different countries. In this study, researcher decided tofocuses on working consumers because high purchasing power caused themhaving the final decision in all purchasing activities. Therefore, the factors thataffected working consumers green purchase behaviour are worth to find out.1.3 Research QuestionsThe research questions in this study are generated as the following:i. Is demographic factors would influence working consumers greenpurchasing behaviour?ii. Is there any relationship between factors influence (social influences,environmental attitudes, environmental concern, perceived effectiveness ofenvironmental problems, perceived effectiveness of environmental behaviour,perceived environmental responsibility, and government initiative) and workingconsumers green purchasing behaviour?1.4 Research ObjectivesThis study is aim to identify factors that influence working consumers greenpurchasing behaviour. The research objectives are generated as the following:i. To investigate whether demographic factors would influence workingconsumers green purchasing behaviour.Page 9 of 143 ii.To identify whether there is a relationship between factors influence(social influences, environmental attitudes, environmental concern, perceivedeffectivenessofenvironmentalproblems,perceivedeffectivenessof environmental behaviour, perceived environmental responsibility, and governmentinitiative) and working consumers green purchasing behaviour.1.5 Significance of the studyAs we known that green was the mainstream in business due to awareness ofenvironmental issues. However, only few researches have related to the topic ofgreen purchase behaviour in Malaysia context. Therefore, deeply examine in thisrelated topic will provide a clear understanding for marketers on workingconsumers purchasing behaviour towards green products.Apart from this, this study also assists marketers to better understand the potentialof green market as well as the green purchase tendency of consumers. Normally,what was prefers by consumers now may not remain the same in the future due todynamic change in the competitive business world. Consumers green purchasingbehaviour is constantly changed. Therefore, continuously exploring in the greenconsumption pattern and preference of green purchase is a must for all greenmarketers who wish to improve and sustain their competitive advantage. Cheah(2009) and Chen and Lau (2010) stated that the demand of green products inMalaysia market was increasingly. Besides, about 83% Malaysian respondentsreplied from online survey shown that their buying decision would be affectedbased on their perceptions towards how environmental protection wasimplemented by a company. According to Lung (2010) found that around 95%consumers from Thai, more than 80% Korean and Malaysian consumers arewilling to pay more for green products. It is worth to discover what actually drivesconsumer from emerging market to buy green products and provide foresights togreen marketers who wish to target in the market segment.Page 10 of 143In additions, this study also can help marketers well known on the consumerswillingness to buy green products. According to Bui (2005), there have asignificant amounts of studies has been conducted on topics regarding to thepurchasing of environmental friendly products or consumers behaviour towardsenvironmental friendly products since 1970s. However, a study conducted byAbdul Wahid et al. (2002) concluded that respondents who possess highawareness of environmental issues not so willing to purchase environmentalfriendly products. According to Ohtomo & Hiroses study (as cited in Ooi, Kwek,& Keoy 2012) said that although a person was concerned and appreciated to her orhis environment will not necessarily perform in a green manner or buy greenproducts. This state of affairs was known as value-action gap.Dickson (2001) explained that value-action gap is a gap between the high valuepeople place on the nature environment and relatively low level of action taken byindividuals to counter environmental problems. Blake (1999) also defined valueaction gap was the gap occur when the values or attitudes of an individual do notcorrelate with their actions. It means that consumers will only support and buygreen products when their environmental awareness and consciousness align withtheir purchase behaviour (Ajzen, 1991). Hence, a study proves that people whoare aware of the environment do not necessarily behave in green manner (Ooi et al,2012). Therefore, researcher need to have a deep investigation on the factorsinfluencing that ca