Factors affecting Malaysian consumers` satisfaction towards eco-friendly products

Abstract

This study identifies the factors affecting Malaysian consumers’ satisfaction towards eco-friendly products. Four variables namely, price, quality, availability and user friendly are proposed to have strong correlations with customer satisfaction in the context of Malaysia. It has been a global concern for the preservation of the polluting and degrading of the environment. Many studies have been done on green marketing exploring the importance of the topic and relationship with the factors of eco-friendly products and customer satisfaction. Through vital and rich information provided by experts and competent and experienced researchers, companies have understood the importance of eco-friendly products to satisfy customers. The objective of this research is to explore the four factors or elements, towards eco-friendly products. The purpose of the study is to obtain information from the consumers’ point of view. Furthermore, one perspective of the study is to look at the consumers’ perception towards eco-friendly products. A questionnaire was distributed to obtain the views of the Malaysian customers, how they are influenced by the factors or elements to be satisfied in using eco-friendly products. A quantitative approach was adopted for the study by giving a questionnaire to 250 respondents. Furthermore, convenient sampling was used to collect data so the chosen boundary was Kuala Lumpur. Findings indicate that consumers, who had already bought eco-friendly products and those who were satisfied by these previous purchases, were willing to repeat purchases. Positive attitudes concerning willingness to pay an extra price for green products were also correlated with satisfaction. Moreover, we discovered also that quality of the products, availability and user friendliness towards eco-friendly products were also positive.