Table 1 related research summary on purchase intentions towards consumer’s product
Unit of Analysis The unit of analysis of this study are individuals who practice green consumerism in Penang. Research Site This study is focus on the individuals that stay in Penang.
Population, Sample Size and Sampling Technique The population of this study consist of the total population of Penang. Due to cost and time constraint non probability purposive convenient sampling method was applied to obtain the enough number of respondents. In order to determine the number of questionnaire needed for the significant of this study, Hair et al (1998) proposed that a ten to one ratio of the independent variables will be appropriate. In this case ten to one ratio will required at least 30 respondents for this study. For better explanatory and generalization power, we included 100 respondents from the population. The reason of 100 sample size taken is to increase the significant of the study and to include the potential error resulted from incomplete or unusable questionnaires.
Scales and Measurement Nominal scale had been used in Section A to determine the demographic variables while interval scale of measurement had been used in Section B to Section E. In Section B to Section E, the respondents were required to specify their agreement or disagreement with each statement by using 5-point scale. Below are the attitude ratings. Strongly Disagree Disagree Neutral Agree Strongly agree 1 2 3 4 5
In order to understand the purchase intention towards green products, the instruments in this study had been implementing and modified from a variety of literatures. Figure 1 illustrated the relationship between the variables as mention in the hypothesis.
Purchase Intention towards Green Product
Figure 1: Research Model
Independent variable According to Lazar, Feng and Hochheiser (2010) independent variable is “the factors that the researchers are interested in studying or the possible “cause” of the change in the dependent variable.” There are three independent variables in this study which is:
Attitude Attitude of the individuals was measures on four items using 5-point scale ranging from “strongly disagree” (1) to “strongly...