文章基本信息

标题：Green Products Pricing and Malaysian Consumers’ Willingness to Pay
本地全文：下载
作者：Jeen Wei Ong ; Gerald Guan Gan Goh ; Choon Yih Goh 等
期刊名称：Kajian Malaysia
印刷版ISSN：0127-4082
电子版ISSN：2180-4273
出版年度：2015
卷号：33
期号：Supp. 1
页码：191-210
出版社：Universiti Sains Malaysia
摘要：This study aims to examine the price that consumers are willing to pay for green products relative to their non-green substitute and the actual price of the products in the market. While the price factor of green products has been investigated in previous studies, the focus has not been on the price that consumers are willing to pay for green products in comparison to non-green substitutes and actual price of the products in the market. In addition, the effects of demographic factors on the price that consumers are willing to pay for green products are also examined here. The study examined three categories of green products i.e. shampoo, light bulb and air-conditioners. The price that the respondents are willing to pay is obtained through a questionnaire. The results show that respondents are willing to pay significantly higher prices for green products relative to the non-green substitutes but the prices are significantly lower than the actual prices in the market across all the three categories of products. Furthermore, only ethnicity and income are found to influence the price consumers are willing to pay for green shampoo. The findings suggest that respondents are willing to pay premium prices for green products but are unlikely to purchase the green products due to the significant difference between the prices they are willing to pay for green products and the actual prices of these products in the market
关键词：green products; demographic factors; green product pricing