Willingness to Pay for Environmentally Friendly Products among Low-Income Households along Coastal Peninsular Malaysia

Abdullah Al Mamun, Syed Ali Fazal, Ghazali Bin Ahmad, Mohd Rafi Bin Yaacob and Mohd. Rosli Mohamad
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Syed Ali Fazal: Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, 16100 Kota Bharu, Kelantan, Malaysia
Ghazali Bin Ahmad: Faculty of Hospitality, Tourism and Wellness, Universiti Malaysia Kelantan, 16100 Kota Bharu, Kelantan, Malaysia
Mohd Rafi Bin Yaacob: Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, 16100 Kota Bharu, Kelantan, Malaysia
Mohd. Rosli Mohamad: Faculty of Entrepreneurship and Business, Universiti Malaysia Kelantan, 16100 Kota Bharu, Kelantan, Malaysia

Sustainability, 2018, vol. 10, issue 5, 1-19

Abstract: In an attempt to promote the mass consumption of environmentally friendly products in Malaysia, this study presents an investigation of the effects of several selected factors upon willingness to pay and purchase behavior of environmental-friendly products. This study employed a cross-sectional design, in which quantitative data were gathered from a total of 380 low-income household heads from 38 coastal districts in Peninsular Malaysia. The outcomes of this study revealed the positively significant effects of eco-literacy and environmental concern upon attitudes towards environmental-friendly products; normative beliefs and perceived behavioral control on willingness to pay for environmental-friendly products; as well as willingness to pay for environmental-friendly products and perceived behavioral control on payment behavior for environmental-friendly products, among low-income households in coastal Peninsular Malaysia. Programs and policies should therefore focus on promoting environmental awareness and knowledge concerning the relative advantages that are expected to improve willingness among consumers to pay for environmentally friendly products.

Keywords: willingness to pay; environmental-friendly products; theory of planned behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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