" THE EFFECT OF DEMOGRAPHIC FACTORS AND VALUES FOR THE CONSUMERS' READINESS TO PAY MUCH MORE FOR GREEN PRODUCTS”
I. INTRODUCTION 1 . 1 . Study Background Nowadays, people have be a little more aware of their particular environment. That they try to slow up the process of around the world in many other ways. One of the initiatives to slow up the process of global warming is that right now people try to create, generate, and market the environmental-friendly products or, also known as, green products. Folks who pay attention to green products these are known as green buyers. According to Rodriguez and Ibeas (2006), " Green consumers” are those who value the environmental qualities, and are offering a premium to get products stated in environmental-friendly production processses. Because of this, green movement has become trend of customer behavior. This kind of movement produces the green marketing actions available world. Zhang and Zhang (1999) state 2 definitions of green marketing, the first is in the slim sense and the other in the broad feeling. " Green marketing" in the narrow feeling means the special way of marketing proven on the basis of typical marketing and concentrating on on " green goods”. And in the broad perception, " green marketing" means a whole group of ideas, methods and procedure to realize marketing goals of enterprises. Zhang and Zhang (1999) also state that the driving force lurking behind the green promoting is the market demand of " green consumption" as its core, and the objectives are to spontaneously shield the environment and to promote successful use of simply by enterprises. These kinds of would be attained by means of creating, fabricating, packing, selling and recycling " green products". Considering the need for green marketing and its concerns, this analyze tries to understand the account of green consumers that are willing to pay more intended for green merchandise in Philippines. Empirical research in this area continues to be considered unusual. The previous research of Laroche et 's. (2001) determined several elements that may affect consumers' motivation to pay much more for environmental-friendly products. The factors that may influence consumers' willingness to pay additional money00 for environmental-friendly products happen to be: demography, knowledge, values, behaviour, and tendencies. This study focuses on two factors of the five groups, i. electronic. consumer's demographics factors and values (individualism or collectivism and protection or fun/enjoyment).
In the previous research, Schwartz (1994) in Laroche et 's. (2001) identifies human values as desirable goals, different in importance, that serve as guiding principles in peoples' live. McCarty and Shrum (1994) in Laroche ain al. (2001) believe that this makes intuitive sense which the values one holds might influence actions that work to get a common or societal very good. McCarty and Shrum (1994) in Laroche et al. (2001) as well investigate the impact of two other relevant values upon consumers' environment friendly behavior: fun/enjoyment and protection. It is discovered that the fun/enjoyment value is positively linked to attitudes about the importance of recycling and the recycling behavior. This relationship is smart if a single considers those who worth fun and enjoyment in life could see a happiness of this endstate through conversation with the environment. The security value factor is usually not drastically related to possibly the importance of recycling or perhaps the recycling patterns. After critiquing the previous studies, it can be derived that green marketing continues to be developing and it is interesting to conduct research in this area. In Indonesia, green movement can be considered as a fresh trend. This kind of fact encourages the author's curiosity with this topic and it in addition invites mcdougal to identify the challenge in green marketing. The key idea of this kind of research is then to identify which usually consumers are willing to pay more for green products based on demographics factors and values (individualism or collectivism and reliability or fun/enjoyment).
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