Do Attitude, Price, And Product Quality Influence The Willingness To Purchase Green Products Among Higher Education Students

Abstract

The action of protecting and conserving green products or human ecology highly determines the quality of life of the current and future Malaysian generations, which forms a mutual system in the human environment. In view of environmental poverty, it is important that students, especially, acknowledge the introduction of green products. This study will analyse the attitude and behaviour of public university students that influence their willingness to purchase green products. Using a quantitative method via questionnaires, the objectives addressed in this study will be achieved accordingly. Before administering the questionnaires to the target respondents, the researcher conducted a pilot study to evaluate the reliability and validity of the instruments, and it was found that attitude, price, and product quality are the factors influencing their willingness to purchase green products besides the collectivism value. As this study is aimed at identifying the ways to maintain the environmental surroundings and the ecology, the students reportedly have more interest in using normal products compared to green products, thus proving attitude, price, and product quality as the factors preventing green purchase among students. The random sampling method was used for the data collection from the respondents in this study through questionnaires