Cultural Influences on Choosing Green Products: An Empirical Study in MALAYSIA

What is it about?

This study is important to enhance the understanding on the exploration the preferences of customers on green product considering cultural influences. By considering cultural influences, we can get more detail reasons why the customers choose green product. The more we can understand the preferences of customers on green product, the more effort we can do to achieve sustainable development

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Why is it important?

The consideration of cultural influences to design product mostly is still focused on attributes of appearance, functionality and price of the product. In this study we extend the attributes of green product characteristics to assess the preferences of customers on green product. We believe that as empirical study, this study proved that cultural influences have significant influences on green product preferences. By using same method and framework, the future study can explore the influences of culture on green product preferences in more broad countries and find the differences.

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