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Factors affecting willingness to pay for green products among undergraduate students in UTAR

Even though green products play an important role in reducing the environmental problems, the consumers’ low willingness to pay for green products has caused the global demand for green products to be lower than expected. Therefore, many studies concerning the willingness to pay for green products h...

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Main Authors: Lai, Zheng Hao, Ong, Jia Yi, Tan, Suk Li, Tio, Yu Xuen
Format: Final Year Project / Dissertation / Thesis
Published: 2020
Subjects:
HG Finance
Online Access:http://eprints.utar.edu.my/3992/1/fyp_FE_2020_LZH_%2D_1601314.pdf
http://eprints.utar.edu.my/3992/
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spelling my-utar-eprints.39922021-03-08T11:57:36Z Factors affecting willingness to pay for green products among undergraduate students in UTAR Lai, Zheng Hao Ong, Jia Yi Tan, Suk Li Tio, Yu Xuen HG Finance Even though green products play an important role in reducing the environmental problems, the consumers’ low willingness to pay for green products has caused the global demand for green products to be lower than expected. Therefore, many studies concerning the willingness to pay for green products have been conducted among undergraduate students around the world especially in developed countries. However, the role of undergraduate students, studying in private universities in developing countries like Malaysia, has often been overlooked although they are the main future consumers for the green products in these countries. Hence, on the basis of the Extended Theory of Planned Behaviour, this study seeks to determine the influences of attitude towards green products, subjective norm, perceived behavioural control, environmental concern and environmental knowledge on the willingness to pay for green products among undergraduate students in UTAR. In order to collect the data in this study, questionnaires were distributed to 371 UTAR Kampar undergraduate students, which were selected by employing the quota sampling technique. Then, Multiple Linear Regression Analysis was conducted by using the Statistical Package for the Social Sciences (SPSS) version 26.0. The results of the analysis indicate that the attitude towards green products, subjective norm, perceived behavioural control, environmental concern and environmental knowledge have significant influences on the willingness to pay for green products. Therefore, it is recommended that universities, government agencies and religious organizations should focus on these key factors when they attempt to improve the willingness to pay for green products. 2020-09-20 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/3992/1/fyp_FE_2020_LZH_%2D_1601314.pdf Lai, Zheng Hao and Ong, Jia Yi and Tan, Suk Li and Tio, Yu Xuen (2020) Factors affecting willingness to pay for green products among undergraduate students in UTAR. Final Year Project, UTAR. http://eprints.utar.edu.my/3992/
institution Universiti Tunku Abdul Rahman
building UTAR Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tunku Abdul Rahman
content_source UTAR Institutional Repository
url_provider http://eprints.utar.edu.my
topic HG Finance
spellingShingle HG Finance
Lai, Zheng Hao
Ong, Jia Yi
Tan, Suk Li
Tio, Yu Xuen
Factors affecting willingness to pay for green products among undergraduate students in UTAR
description Even though green products play an important role in reducing the environmental problems, the consumers’ low willingness to pay for green products has caused the global demand for green products to be lower than expected. Therefore, many studies concerning the willingness to pay for green products have been conducted among undergraduate students around the world especially in developed countries. However, the role of undergraduate students, studying in private universities in developing countries like Malaysia, has often been overlooked although they are the main future consumers for the green products in these countries. Hence, on the basis of the Extended Theory of Planned Behaviour, this study seeks to determine the influences of attitude towards green products, subjective norm, perceived behavioural control, environmental concern and environmental knowledge on the willingness to pay for green products among undergraduate students in UTAR. In order to collect the data in this study, questionnaires were distributed to 371 UTAR Kampar undergraduate students, which were selected by employing the quota sampling technique. Then, Multiple Linear Regression Analysis was conducted by using the Statistical Package for the Social Sciences (SPSS) version 26.0. The results of the analysis indicate that the attitude towards green products, subjective norm, perceived behavioural control, environmental concern and environmental knowledge have significant influences on the willingness to pay for green products. Therefore, it is recommended that universities, government agencies and religious organizations should focus on these key factors when they attempt to improve the willingness to pay for green products.
format Final Year Project / Dissertation / Thesis
author Lai, Zheng Hao
Ong, Jia Yi
Tan, Suk Li
Tio, Yu Xuen
author_facet Lai, Zheng Hao
Ong, Jia Yi
Tan, Suk Li
Tio, Yu Xuen
author_sort Lai, Zheng Hao
title Factors affecting willingness to pay for green products among undergraduate students in UTAR
title_short Factors affecting willingness to pay for green products among undergraduate students in UTAR
title_full Factors affecting willingness to pay for green products among undergraduate students in UTAR
title_fullStr Factors affecting willingness to pay for green products among undergraduate students in UTAR
title_full_unstemmed Factors affecting willingness to pay for green products among undergraduate students in UTAR
title_sort factors affecting willingness to pay for green products among undergraduate students in utar
publishDate 2020
url http://eprints.utar.edu.my/3992/1/fyp_FE_2020_LZH_%2D_1601314.pdf
http://eprints.utar.edu.my/3992/
_version_ 1695535846495617024
score 13.211869

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