TY - JOUR
T1 - Green product preferences considering cultural influences
T2 - a comparison study between Malaysia and Indonesia
AU - Ghazali, Ihwan
AU - Abdul-Rashid, Salwa Hanim
AU - Md Dawal, Siti Zawiah
AU - Aoyama, Hideki
AU - Sakundarini, Novita
AU - Ho, Fu Haw
AU - Herawan, Safarudin Gazali
N1 - Funding Information:
Funding: This research grant was fully provided by AUN/Seed-Net Project under Japan Cooperation Agency (JICA).
Funding Information:
The authors would like to thank Universiti Teknikal Malaysia Melaka, Universiti Malaya and Keio University Japan for excellent research supports' facilities. Funding : This research grant was fully provided by AUN/Seed-Net Project under Japan Cooperation Agency (JICA).
Publisher Copyright:
© 2021, Emerald Publishing Limited.
PY - 2021
Y1 - 2021
N2 - Purpose: There is an increasing awareness among manufacturers to make production more sustainable in Southeast Asian countries such as Malaysia and Indonesia. Manufacturers are now urged to not only focus on the business profit but also concern on environment protection by producing green products. However, issues may arise regarding the preferences of customers on green products, which will vary due to the influence of cultural values. This will give an impact on the marketing of green products. The aim of this study is to identify the influence of cultural values on the green products design in Malaysia and Indonesia. Design/methodology/approach: A pretest on the survey instruments was performed to ensure the reliability and validity of the questionnaire. The collected data were statistically analyzed based on the satisfaction level, confirmatory factor analysis and structural equation modeling. Findings: The results showed that customer preferences in Malaysia were mostly influenced by uncertainty avoidance, long-term orientation and power distance, excluding collectivism and masculinity. In Indonesia, the dimension of uncertainty avoidance and long-term orientation had significant influence, whereas power distance, masculinity and collectivism dimension had no influence. Eco-label was identified as the most important factor for green products in Malaysia and having product services characteristics factor for product lifetime extension in Indonesia. Practical implications: For practices, the cultural values and preferred characteristics identified in this study provide valuable information to policymakers and businesses on what draws customers toward green products in Malaysia and Indonesia. This finding can be used as supported data for the policymakers in order to achieve sustainable development goal (SDGs) in Malaysia and Indonesia. Originality/value: The findings of this study provide valuable information for designers to design products with green characteristics that cater to the consumer market in Malaysia and Indonesia, as well as other countries which may have similar cultural traits.
AB - Purpose: There is an increasing awareness among manufacturers to make production more sustainable in Southeast Asian countries such as Malaysia and Indonesia. Manufacturers are now urged to not only focus on the business profit but also concern on environment protection by producing green products. However, issues may arise regarding the preferences of customers on green products, which will vary due to the influence of cultural values. This will give an impact on the marketing of green products. The aim of this study is to identify the influence of cultural values on the green products design in Malaysia and Indonesia. Design/methodology/approach: A pretest on the survey instruments was performed to ensure the reliability and validity of the questionnaire. The collected data were statistically analyzed based on the satisfaction level, confirmatory factor analysis and structural equation modeling. Findings: The results showed that customer preferences in Malaysia were mostly influenced by uncertainty avoidance, long-term orientation and power distance, excluding collectivism and masculinity. In Indonesia, the dimension of uncertainty avoidance and long-term orientation had significant influence, whereas power distance, masculinity and collectivism dimension had no influence. Eco-label was identified as the most important factor for green products in Malaysia and having product services characteristics factor for product lifetime extension in Indonesia. Practical implications: For practices, the cultural values and preferred characteristics identified in this study provide valuable information to policymakers and businesses on what draws customers toward green products in Malaysia and Indonesia. This finding can be used as supported data for the policymakers in order to achieve sustainable development goal (SDGs) in Malaysia and Indonesia. Originality/value: The findings of this study provide valuable information for designers to design products with green characteristics that cater to the consumer market in Malaysia and Indonesia, as well as other countries which may have similar cultural traits.
KW - Cultural value
KW - Environmental concern
KW - Green behavior
KW - Green product
KW - Sustainability
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U2 - 10.1108/MEQ-11-2020-0245
DO - 10.1108/MEQ-11-2020-0245
M3 - Article
AN - SCOPUS:85106698098
SN - 1477-7835
VL - 32
SP - 1040
EP - 1063
JO - Management of Environmental Quality
JF - Management of Environmental Quality
IS - 5
ER -
