CONSUMERS’ MOTIVATION IN PURCHASING

GREEN PRODUCTS
ABSTRACT
With the issue of global climate change, it has not just made an active involvement of people in saving the
environment but it has also emerged into another business practice. Global climate crisis has created companies to
adopt into the practice of green marketing making consumers to have the choice of purchasing products that do not
harm the environment. Thus, the creation of green products. This paper is exploratory in nature and has three
objectives. The first objective is that to identify the types of green products consumers buy. While the second
objective is to determine what indicator in each motivational factor does encourage consumers to buy green products
most. Lastly, the main objective of this paper is to find out whether or not the motivational factors such as
environmental concern, perceived consumer effectiveness, reference group, environmental laws and regulations,
promotional tools, and consumer knowledge lead to the actual purchasing of green products by consumers.
Convenience sampling has been used to gather necessary data. With the aid of t-test, results have shown that the
motivational levels of each indicator in each motivational factor vary. Through the use of Pearson chi-square
statistical test, results have revealed that although some consumers are highly motivated it doesn’t lead to their
actual purchase of green products while others when highly motivated they lead to actual purchase.

Keywords: Green products; motivational factors; green marketing; green purchasing; indicators on green purchasing;

1. INTRODUCTION
For the past years, there has been an increased emergence on the production and consumption of green
products. Mazar and Bo Zhong (2009) reported that there is a remarkable growth of the global market for organic
and environmentally friendly product. At the same time, as environmental issues become more important to citizens,
they demand enhanced environmental performance from companies by exerting pressure on public policy makers to
enact regulations, taxes, permits, and penalties that motivate companies to improve their environmental performance
(Manikas and Godfrey 2010). Corporations are often, and quite justifiably, accused of harming the environment.
Many of their production processes and products do degrade the environment (Geoffrey Heal ). With this, companies
adapted the concept of green products in order to shift the negative impression.

Green products are products that will not pollute the earth or deplore natural resources, and can be recycled
or conserved. It is a product that has more environmentally sound content or packaging in reducing the
environmental impact. In other words, green product refers to product that incorporates the strategies in recycling or
with recycled content, reduced packaging or using less toxic materials to reduce the impact on the natural
environment (Chen and Chai 2010).

This research wants to identify the types of green products being purchased by the consumers. Moreover, it
is the goal of the researcher to determine what indicator in each motivational factor does encourage consumers to
buy green products the most. Furthermore, this research is aiming to find out whether or not the motivational factors
such as environmental concern, perceived consumer effectiveness, reference group, environmental laws and
regulations, promotional tools, and consumer knowledge lead to the actual purchasing of green products by
consumers.
 This research is set on the purpose of knowing the impact of the factors that affect the purchasing decision
on green products. It is actually a continual effort for the researchers to add another set of knowledge on the existing
theories, principles, and practices on the subject green marketing. This study will then be a tool for the betterment of
the community and society as a whole. As students, the researchers would want the research to serve as useful
material in future purposes specifically as a reference for future researches, case studies, assignments and projects.
To the corporate world, this research would be another future conduct in the business community. Lastly, as
researchers, this study will be a fulfillment for societal concerns and academic well-being.

2. CONCEPTUAL BACKGROUND
2.1 MOTIVATIONAL FACTORS

2.1a Environmental Concern

Concerns related to the environment are evident in the increasingly environmentally conscious
marketplace. Over the years a majority of consumers have realized that their purchasing behavior has a
direct impact on many ecological problems. Customers adapted to this new threatening situation by
considering environmental issues when shopping (e.g. Checking if the product is wrapped in a recycled
material) and by purchasing only ecological compatible products (e.g. biodegradable paint, CFC-free
hairspray or unbleached coffee filters) (Bergeron et al. 2001). Consumers now take into consideration the
concern over the environment on their purchasing decision.
Environmental concern can be conceptualized as a general attitude that reflects the extent to which
the consumers is worried about threats for the harmony of nature and future generations, and the lack of
human action to protect the environment for future generations (Bohlen et al. 1993, Bohlen, 1994;
Diamontopolous et al., 2003 Mostafa, 2007a;2007b).
Predictably, people’s level of environmental concern is linked to their interest and willingness to
purchase green products ((Mainieri, T., et. Al (1997); Shwepker, C. H. & Cornwell, T.B. (1991)). Previous
empirical evidence emphasized that environmental concern is a major factor in the consumer decision
making (Zimmer et al., 1994; Wagner, 1997; Ottman, 1998). Accordingly, studies have found positive
correlations between environmental concern (i.e. attitude) amd environmental friendly behavior (Roberts
and Bacon 1997).
However, Hume 2001 has a different finding on the relationship between the positive attitude of
consumers on the environment and their purchasing decision. Hume(1991) concluded that consumers do
not always act in accordance with their social reporting about the environment. What people think is good
idea does not always predict what they actually do, especially in the case of environmental values and
behaviors.

2.1b Perceived Consumer Effectiveness

Perceived consumer effectiveness refers to the extent to which individuals believe that their actions
make a difference in solving a problem (Ellen, Weiner and Cobb-Walgren, 1991). It is defined as “the
evaluation of the self in the context of the issue (Berger and Corbin, pg. 80-81; Kim and Choi, 2005). Ellen,
Weiner and Cobb-Walgren (1991) demonstrate that perceived consumer effectiveness for environmental
issues is distinct from environmental concerns or attitudes and contribute to the prediction of
environmentally conscious behaviors.
Berger and Corbin (1992) found that green consumers’ behavior could be influenced by their
consumer perceived effectiveness (i.e., attitude) towards the protection of the environment. Peattie (2001)
argued that consumers must feel that, when they purchase an environmental friendly product , they will
make some sort of material difference.
Consumer concerns about environmental issues may not translate into pro-environmental
behaviors; however, those individuals with a strong belief that their behavior will result in a positive outcome
are likely to engage in such behaviors in support of their concerns for their environment (Kim and Choi,
2005). If consumer group has pro-environmental attitudes they may have self concepts of themselves as
environmentally responsible. Buying brands manufactured by companies whose products and processes
are more environmentally friendly enhances a desired self concept, allowing consumers to “feel good about
it” (Baker and Ozaki 2008).
Perceived consumer effectiveness affects knowledge, direct experience and the experiences of
others (Brown, 1979; Kim and Choi, 2005). Conversely, other researchers argue that if perceived consumer
effectiveness motivates a wide variety of behaviors, then this role may be over or understated depending on
the type of behavior included (Kim, 2002).

2.1c Reference Group

Social norms are important motivators of ecologically responsible behavior (Ewing, 2001). The
strength of normative influence of the consumers’ family and social groups on purchasing decision depends
on the characteristics of the product (e.g. luxury rather than a necessity, publicly displayed or used in
private); the susceptibility of the individual consumer and the coercive power of the group to which the
consumer belongs (Hoyer and Maclnnis, 2004).
A reference group is a group whose values and attitudes are used by an individual as a basis for
his or her current behavior (Schiffman and Kanuk, 2007; Hawkins et al., 2006). Of particular interest to
researchers and marketers are normative reference groups and comparative reference groups. Normative
reference groups include parents, coworkers, teachers, and peers who provide the individual with norms,
values, and attitudes through direct interaction (Childers and Rao, 1992; Bristol and Mangleburg, 2005;
Subramanian and Subramanian, 1995). Comparative reference groups are sports heroes and entertainment
figures who provide standards for. In advertising, these reference groups are frequently used, however they
are rarely associated with green products (Charter et al. 2002).

2.1d Environmental Laws and Regulations

Dating back for the past 20 years, series of rules and regulatory measures have been implemented
throughout the world to tackle the issue of global warming. The pollutants implicated in the climate change
models are produced by every country and virtually every sector of modern economies (Driesen, 2006).
Japan before have initiated the Kyoto Protocol where different countries were signatories and in order to
resurrect the collaboration of the countries. (Knox J.K. 2009).
On the study conducted using the Portuguese as the respondent, results show that consumers
who buy green products do so for specific reasons, and that certain environmental and demographic
variables are significant for differentiating between the ‘greener’ segment and the other segments. Yet,
generally speaking, one is left with the impression that the Portuguese sample, despite their support for
policies designed to improve the environment, do not translate into actions: they rarely join environmentalist
associations and they do not take part in policy-making. Their participation is often based on protecting the
environment by saving electricity and water, which shows that these concerns may be more closely related
with economic factors than with an environmental consciousness (Paco et.al.2009).

2.1e Promotional Tools

Promotion is a marketing communication tool that aims to inform rather than just impress –
because communicating about environmental issues is difficult for marketers and involves complex issues
without simple solutions, and messages which are difficult to reduce down to fit onto label, or into a 30
second TV commercial (Prothero et al., 1997). Product endorsements occur when the environmental group
endorses a product after it has ensured that the product meets some set of established criteria. There are
many private endorsement schemes operating around the world (Polonsky, 1994), though none of these
appeared to receive the recognition they may deserve, nor have they been extensively utilized by industry.
These firms went on to promote themselves as being environmentally responsible because they did not use
driftnets (Advertising Age, 1991; Mendleson, 1994).
 2.1f Consumer Knowledge
Involvement with a product and environmental issues are important constructs when assessing
consumers’ willingness to purchase, with previous research emphasizing the importance of the relationship
between product involvement and product knowledge. Knowledge was found to be significantly related to
how consumers gather, organize, and evaluate products (Alba and Hutchinson 1987), as well as being a
significant predictor of environmentally friendly behavior (Vining and Ebreo 1990; Chan 1999). Perceived
knowledge appears to contribute to perceived consumer effectiveness (Ellen, P.S. et. al., (1991)). Not
surprisingly then, the greater people perceive their knowledge to be about buying recycled content and
source reduced products, the more likely they are to do so (Ellen, P.S. (1994)).
A key element of environmental conscious consumption is a desire by consumers for more
information about the relationship between products and the environment, with greater exposure to “green”
information sources influencing consumer purchasing decisions. According to a study by GFK, Americans
have shifted to a more environmentally conscious mindset. Amyx and colleagues found that subjective
environmental knowledge was a better predictor of ecological purchasing intentions than objective
knowledge. In other words, consumers that think they know more about the environment are more likely to
buy green products than those that actually knew about environmental issues.
Tilikidou and Delistavrou 2008 concluded that citizens who more frequently adopt to pro-
environmental non-purchasing behaviors are all highly educated people.

2.2 INDICATORS OF MOTIVATIONAL FACTORS

Environmental concern, perceived consumer effectiveness, reference group, environmental laws

and regulations, promotional tools, and consumer knowledge have their own indicators. These indicators
are set to be determinants of each of the motivational factors leading to actual purchase.
According to Dunlap and Jones (2002), environmental concern indicates “the degree to which
people are aware of problems regarding the environment and support efforts to solve them and or indicate
the willingness to contribute personally to their solution”. This indicates that consumer’s concern for the
environment is an indicator of environmental concern.
While on the part of perceived consumer effectiveness, it is the conviction that one’s actions can
make a difference in a given situation, has often been linked to issues of social consciousness and attitudes
(Ellen et al 1991; Kinnear et al 1974). Further, the level of perceived consumer effectiveness has been
found to form an inverse relationship with the level of knowledge about a subject, particularly in the
environmental arena (Berger and Corbin 1992).
Reference group theory is based upon the principle that people take the standards of significant
others as a basis for making self-appraisals, comparisons, and moving into various social realms (Hyman &
Singer: 3). Substantial to the theory is the fact that individuals usually have the freedom to choose the
reference groups they wish to join. Equally important is the influence and status of groups, and the power
groups possess, because they have the ability to admit or deny membership to their group (E. Murell
Dawson and Elfreda A. Chatman, 2001).
Environmental laws and regulations indicators as well as compliance indicators, according to Di
Paola, María Eugenia (2003) are helpful tools to improving enforcement and compliance with environmental
laws and policies, measuring their effectiveness and efficiency.Perhaps no area of green marketing has
received as much attention as promotion. In fact, green advertising claims grew so rapidly during the late
1980s that the Federal Trade Commission (FTC) issued guidelines to help reduce consumer confusion and
prevent the false or misleading use of terms such as "recyclable," "degradable," and "environmentally
friendly" in environmental advertising (Mark A. White, 2000). Lastly, consumer kowledge is more likely to
refer to product related information that is stored in consumer’s memory(M.J. Alhabeeb, 2007) .

3. CONCEPTUAL FRAMEWORK
 Graphic diagram showing the motivational factors together with its indicators leading to actual purchase decision:

MOTIVATIONAL FACTORS

ENVIRONMENTAL CONCERN
Indicators

PERCEIVED CONSUMER
EFFECTIVENESS
Indicators

REFERENCE GROUP
Indicators

ENVIRONMENTAL LAWS AND ACTUAL PURCHASE DECISI

REGULATIONS
Indicators

PROMOTIONAL TOOLS
Indicators

CONSUMER KNOWLEDGE
Indicators

Based on the conceptual background, the following hypotheses have been developed in relation to that of
consumers’ motivations in purchasing green products:

H1: Consumers who are concern in the environment will purchase green products.
H2: Consumers who believe that their actions will make a difference in solving environmental problem will
purchase green products.
H3: Consumers who are influenced by specific reference group will buy green products.
H4: Consumers who are influenced by environmental laws and regulations will buy green products.
H5: Consumers who are exposed to promotional tools regarding green products will purchase green
products.
H6: Consumers who are aware and knowledgeable of the environmental issues will purchase green
products.
H7: All indicators in each motivational factor encourage green consumers to buy green products.

4. METHODOLOGY
 This research was conducted in order to determine which motivational factor leads to actual purchase. In
order to answer this problem, the researchers opted to obtain the view of consumers in Baguio City in line with this
topic. Specifically, a total of 400 consumer respondents within Baguio City were randomly selected to make up the
sample. Convenience Sampling was used as the method of distributing the questionnaires. With convenience
sampling, respondents were chosen in such a way that different groups of consumers will be represented.
Researchers floated the questionnaires in different places in Baguio City where consumers usually go. The
questionnaires were given to different group of consumers like students, housewives, private and public employees,
and businessmen, in order to have a holistic representation of the consumers in Baguio City. These selected
respondents answered a survey questionnaire structure in Likert format. The Likert survey was the selected
questionnaire type as this enabled the respondents to answer the survey easily. In addition, this research instrument
allowed the research to carry out the quantitative approach effectively with the use of statistics for data interpretation. In
order to test the validity of the questionnaire used for the study, the researcher tested the questionnaire to twenty
respondents. These respondents as well as their answers were not part of the actual study process and were only
used for testing purpose.The respondents were asked to rate each item on a 5-point Likert scale from 1 = strongly
agree to 5 = strongly disagree. Data gathered from this research instrument were then computed for interpretation.
Along with primary data, the researchers also made use of secondary resources in the form of published articles and
literatures to support the survey results.

4.1 RESEARCH DESIGN

The descriptive method of research was used for this study. To define the descriptive type of research,
Creswell (1994) stated that the descriptive method of research is to gather information about the present existing
condition. The questionnaires for this study were administered to 400 consumers from Baguio City. Accordingly, for
the purposes of most surveys, sample sizes from 100 to 400 will be developed and implented, which should be
adequate. The researchers mention 100 as the low end of sample size because the sample size determinate formula
will work with total populations of 4,000 or more. With the above statistical jargon in mind, this rule of thumb makes
sense: use a sample size of 400 for populations of 4,000 or more. The consumers completed the survey and were
assured anonymity. Participation was voluntary and no remuneration was offered. The respondents were
undergraduate business students and consisted of both sexes and of different races. A total of 400 completed the
questionnaires (yielding a response rate of 100%) were obtained and deemed sufficiently complete to be useable.
The majority of the respondents were female (67.4%).

5. ANALYSIS AND RESULTS

Choice of Green No. of Respondents who purchase the Percentage of Respondents who
Products product purchase the product
Vegetable and Food 279 69.8
Clothing and apparel
94 23.5
Toiletries and hygienic
products 170 42.5
Organic cosmetics
91 22.8
Recycled products
270 67.5
Table 1 Types of Green Products Being Purchased by Consumers in Baguio City

The above table shows that when it comes to the products being purchased by consumers in Baguio, City, vegetable
and food are the products which are being purchased by consumers in Baguio City the most garnering a percentage
of 69.8 with a total of 279 respondents out of 400 respondents. This if for the reason that organic vegetable and food
are the products which are most available in the market and at the same time most affordable. While the product that
gained the lowest percentage with regards to Baguio City consumer purchases are the Organic cosmetics which has
a percentage of 22.8. This is for the reason that organic cosmetics are only being distributed to selected markets at
Baguio, City and at the same time, only few of these products are available in Baguio City and these products are not
affordable for most consumers.

Table 2 Relationship between Indicators of Environmental Concern and Actual Green Purchasing
Actual Purchase Decision
Indicator
X2 p
1. I am concern for the environment. 15.523 0.050
2. I am motivated to buy products because I want to contribute in saving the
19.732 0.011
environment.

3. I am motivated to buy products because they do not harm the environment. 19.581 0.012

4. I am motivated to buy products because I want to protect the environment. 48.650 0.000

Results indicated that there is a significant relationship between all the indicators of the motivational factor
environmental concern and the actual purchase decision. This is validated by the Pearson chi-square statistical test
results which are as follows: concern for the environment (X 2= 15.523, p= 0.050), the want to contribute in saving the
environment (X2= 19.732, p= 0.011), purchase of environment-friendly products (X2= 19.581, p= 0.012), and
environment protection (X2= 48.650, p= 0.000). These significant results imply that when consumers are motivated by
the indicators of environmental concern, it actually leads to the purchasing of green products. This is because people
who have environmental concern practices environmental friendly behaviors such as buying green products. Many
studies have shown (insert journal supporting the statement). However, (insert journal contradicting the results)
According to Manierri T. et Al 1997, predictably, people’s level of environmental concern is linked to their interest and
willingness to purchase green.

Table 3 Relationship between Indicators of Perceived Consumer Effectiveness and Actual Green Purchasing

Actual Purchase Decision

Indicator
X2 p
1. I am motivated to buy products because I believe that I can contribute in
83.107 0.000
saving the environment.
2. I am encouraged to buy products since I believe that I can protect the
11.483 0.176
environment.
3. I am motivated to buy products because I believe that I can be a part of the
solution on environmental problems. 12.492 0.131
4. I am encouraged to buy products because I consider myself as an
environmentally responsible person. 28.664 0.000
Consumers’ belief that they can contribute in saving the environment (X2= 83.107, p=0.000) and the consideration of
themselves as environmentally responsible persons (X2= 28.664, p= 0.000) have the significant relationship with
actual purchasing decision. The research of Berger and Corbin (1992) found that green consumers’ behavior could
be influenced by their consumer perceived effectiveness (i.e., attitude) towards the protection of the environment.

Table 4 Relationship between Indicators of Reference Group and Actual Green Purchasing
Actual Purchase Decision
Indicator
X2 P
1. I am influenced by my friends to purchase environment-friendly products. 13.950 0.083
2. I am influenced by my family to purchase environment-friendly products. 10.561 0.228
3. My co-workers influence me to purchase green products. 28.415 0.000
4. I am influenced by my neighbors to purchase green products.
8.630 0.374
5. I am a member of an organization which advocates caring, protecting and
saving the environment, thus I am motivated to purchase environment- 22.542 0.004
friendly products.

Table 4 depicts that actual green purchasing is affected by the influences of the consumers’ friends (X 2=13.950,
p=0.083), co-workers (X2= 28.415, p=0.000), and co-members in pro-environment organizations (X2= 22.542, 0.004).
These indicators are the ones which lead to actual buying of green products. In the study of Chartel et al 2002,
references groups are frequently used in advertising but rarely associated in green products. With these, marketers
can adopt the findings of this research, such that the said reference groups can be associated to green products in
order to effectively advertise these products and create purchase. Surprisingly, the consumers’ family does not have
a significant impact to the actual purchasing behavior (X2 = 10.561, p=0.228). This is maybe because green products
are usually perceived more of as luxury goods. And with this, encouragement from a family could hardly be expected
because it wants practicality. This is supported by the study of Hoyer and Maclnnis, 2004 which states that the
strength of normative influence of the consumers’ family purchasing decision depends on the characteristics of the
product (e.g. luxury rather than a necessity). In line with this, it could also be said that the reason consumers are
more influenced by their friends, co-workers, and co-members in pro-environmental organizations is because of peer
pressure.

Table 5 Relationship between Indicators of Environmental Laws and Regulations and Actual Green Purchasing
Actual Purchase Decision
Indicator
X2 p
1. I am motivated to buy green products because of the sanctions imposed by
17.072 0.029
the government concerning environmental conservation
2. I do not want to disobey the environmental laws and regulations; thus, I am
7.759 0.457
encouraged to purchase products that do not harm the environment.
3. I am motivated to purchase products that are environment-friendly because I
12.467 0.132
am aware of the existing environmental laws and regulations.
4. I agree with the imposed environmental laws and regulations; thus, I am
motivated to purchase products that do not harm the environment. 26.270 0.001

Government sanctions on environmental conservation (X2=17.072, p=0.029) and consumers’ favorable response on
imposed environmental laws and regulations (X2=26.270, p=0.001) significantly affect the decisions of consumers
regarding the actual purchase. This means that these indicators do not only motivate consumers but actually results
to actual green purchasing. This is because of the reason that people are afraid of the punishments that might be
given to them if they do not follow these governmental laws and regulations. This is being supported by the study of
Paco et.al.2009 where in environmental laws and regulations being imposed by the government affect consumers’
actual purchase of green products because of the fear of being penalized.

Table 6 Relationship between Indicators of Promotional Tools and Actual Green Purchasing
Actual Purchase Decision
Indicator
X2 p
1. I am encouraged to purchase products that are safe to the environment 29.820 0.000
 because I am convinced by the television and radio advertisements.
2. I am motivated to buy green products because of the print advertisements
40.631 0.000
(e.g. Billboards, brochures, magazines, newspapers, and the like.)
3. I am motivated to purchase products that are environment-friendly because I
11.543 0.173
am convinced by the endorsers of the product.
4. I am encouraged to purchase these products because of the online
advertisements concerning environment-friendly products. 29.481 0.000

Results indicated that only three indicators of the promotional tools have significant relationship with the actual
purchasing decision. Broadcast media (X2=29.820, p=0.000), print advertisements (X2=40.631, p=0.000), and online
advertisements (X2=29.481, p=0.000) do not only motivate consumers to purchase but these motivations actually
results to actual buying of green products. Since these are the promotional tools the consumers are most exposed
with, recognition of the green products promoted through these media will be higher. This is being supported by
Polonsky, 1994 where in the study stated that the exposure of consumers to the various media promoting green
products affect purchase behavior.

Table 7 Relationship between Indicators of Consumer Knowledge and Actual Green Purchasing
Actual Purchase Decision
Indicator
X2 p
1. I am motivated to purchase environment-friendly products because of my
32.855 0.000
knowledge about global warming.
2. I am encouraged to purchase products that are environment-friendly because
16.677 0.034
I am informed with the different pollutions.
3. I am encouraged to buy environmentally friendly products because I am
15.965 0.043
knowledgeable about recycling.
4. I am motivated to buy environmentally friendly products because I have
knowledge about segregation. 11.065 0.198

The indicators of consumer knowledge which led to actual purchasing are the following: consumers’ knowledge about
global warming (X2=32.855, p=0.000), various pollutions (X2=16.677, p=0.034), and recycling (X2=15.965, p=0.043).
These indicators significantly affect actual buying decisions. Moreover, the results imply that the effects of the
indicators do not stop in motivation but actually heads to consumers buying green products. This is contrast to the
results on knowledge regarding segregation with Pearson chi-square value of 11.065 (p=0.198). This means that
whether or not they are motivated by the information they have regarding segregation, they will buy green products.
According to the research of Alba and Hutchinson 1987, Knowledge was found to be significantly related to how
consumers gather, organize, and evaluate products, as well as being a significant predictor of environmentally
friendly behavior (Vining and Ebreo 1990; Chan 1999).

Table 8 Motivational Levels of the Indicators Environmental Concern

Factor Average
Indicators of Motivational Factors Mean (±SD) Qualitative description
& Statistical Results
I am concern for the environment 1.68 (±0.90) Strongly-agree – agree
I am motivated to buy products because I
Strongly agree - 1.98 (±.89) Strongly
want to contribute in saving the 2.12(± 0.86)
neutral agree-neutral
environment
(t-stat=9.58)
I am motivated to buy products because Strongly agree - P-value = 0.00
2.10 (±0.91)
they do not harm the environment neutral Significant
I am motivated to buy products because I Strongly agree –
2.03(± 0.88)
want to improve the environment. neutral
The factor average of environmental concern is 1.98 with a qualitative description of ‘Strongly-Agree to Neutral’..This
could be interpreted such that the mean value equals to 1 indicates that consumers ‘strongly agree’ with regards to
the stated indicator and the more that the value is farther to 1, the more that consumers disagree with the stated
indicator. level on each indicator also differs. Among the indicators of environmental concern indicators, the “I am
concern for the environment” indicator with a mean of 1.68 and qualitative description of ‘Strongly-agree to Agree’
encourages the green consumers to buy green products the most. This finding is supported by Hines et al. (1987)
stating that fundamental to environmental research is an individual’s concern for the environment , and according to
another study, consumers with a stronger concern for the environment are more likely to purchase products as a
result of their environmental claims (Mainieri et al. 1997) than those who are less concerned about the environmental
issues.

Table 9 Motivational Levels of the Perceived Consumer Effectiveness

Factor Average
Indicators of Motivational Factors Mean (±SD) Qualitative description
& Statistical Results
I am motivated to buy products because I
 Strongly agree -
believe that I can contribute in saving the 2.07 (±0.85)
neutral
environment
I am encouraged to buy products since I  Strongly agree -
2.15(± 0.80)
believe that I can protect the environment neutral 2.11 (±.85) Strongly
Strongly agree - agree-neutral
I am motivated to buy products 2.11 (±0.85)
neutral  (t-stat=67.90)
I am encouraged to buy products P-value = 0.00
 Strongly agree -
because I consider myself as an 2.11 (±0.88) Significant
neutral
environmentally responsible person

The factor average of perceived consumer effectiveness is 2.11 with a qualitative description of ‘Strongly-Agree to
Neutral’. This could be interpreted such that the mean value equals to 1 indicates that consumers ‘strongly agree’
with regards to the stated indicator and the more that the value is farther to 1, the more that consumers disagree with
the stated indicator. Among the perceived consumer effectiveness indicators, the “I am motivated to buy products
because I believe that I can contribute in saving the environment” indicator with a mean of 2.07 and qualitative
description of ‘Strongly-agree to Neutral’ encourages the green consumers to buy green products the most. In
relation with the above findings, study by Wiener et al (1991) states that perceived consumer effectiveness is distinct
from environmental concern and contributes uniquely to the prediction of certain pro-ecological behaviors. In addition,
differences in PCE are shown to be associated with differences in demographics and political affiliation. The results
suggest that motivating consumers to express their concern through actual behavior is to some extent a function of
increasing their perception that individual actions do make a difference.

Table 10 Motivational Levels of the Reference Group

Factor Average
Indicators of Motivational Factors Mean (±SD) Qualitative description
& Statistical Results
I am influenced by my friends to purchase
2.73 (±0.93)  Agree – disagree
environment-friendly products
I am influenced by my family to purchase  Strongly agree – 2.75 (±1.23) strongly
2.48 (±0.95) agree – disagree
environment-friendly products disagree
My co-workers influence me to purchase (t-stat=29.33)
2.93(±0.96)  Agree – disagree P-value = 0.00
green products
Significant
I am influenced by my neighbors to
2.94 (±0.96)  Agree – disagree
purchase green products
I am a member of an organization which 2.67 (±1.11)  Strongly agree –
 advocates caring, protecting and saving
the environment, thus I am motivated to disagree
purchase environment-friendly products

The factor average of reference group is 2.75 with a qualitative description of ‘Strongly-Agree to Disagree’. This could
be interpreted such that the mean value equals to 1 indicates that consumers ‘strongly agree’ with regards to the
stated indicator and the more that the value is farther to 1, the more that consumers disagree with the stated indicator
Among the reference group indicators, the “I am influenced by my family to purchase environment-friendly products”
indicator with a mean of 2.48 and qualitative description of ‘Strongly-agree to Disagree’ encourages the green
consumers to buy green products the most. According to Rao and Childers (1992), reference-group influence may
vary depending on whether the influence is exercised by a peer group or by a family member.

Table 11 Motivational Levels of the Environmental Laws and Regulation

Factor Average
Indicators of Motivational Factors Mean (±SD) Qualitative description
& Statistical Results
I am motivated to buy green products
because of the sanctions imposed by the  Strongly agree –
2.45(± 0.97)
government concerning environmental disagree
conservations
I do not want to disobey the
environmental laws and regulations; thus,  Strongly agree –
2.30(± 0.97)
I am encouraged to purchase products neutral 2.34 (±.96) Strongly
that do not harm the environment agree – neutral
I am motivated to purchase products that (t-stat=36.03)
are environment-friendly because I am  Strongly agree – P-value = 0.00
2.32(± 0.94)
aware of the existing environmental laws neutral Significant
and regulations
I agree with the imposed environmental
laws and regulations; thus, I am  Strongly agree –
2.29 (±0.95)
motivated to purchase products that do neutral
not harm the environment
The factor average of environmental laws and regulations is 2.34 with a qualitative description of ‘Strongly-Agree to
Neutral’. This could be interpreted such that the mean value equals to 1 indicates that consumers ‘strongly agree’
with regards to the stated indicator and the more that the value is farther to 1, the more that consumers disagree with
the stated indicator. Among the environmental laws and regulations indicators, the “I agree with the imposed
environmental laws and regulations; thus, I am motivated to purchase products that do not harm the environment”
indicator with a mean of 2.29 and qualitative description of ‘Strongly-agree to Neutral’ encourages the green
consumers to buy green products the most. In relation with the said findings is the research conducted by Hokey Min
and William P. Galle. This research examined the influence of environmental factors on supplier selection strategies.
And as founded, the most important influences on supplier selection are potential liability, followed by cost associated
with the disposal of hazardousmaterial, and compliance with state and federal environmental regulations. The
importance of the factors may stem from fear of liability litigation and fines and subsequent negative publicity.

Table 12 Motivational Levels of the Promotional Tools

Factor Average
Indicators of Motivational Factors Mean (±SD) Qualitative description
& Statistical Results
I am encouraged to purchase products 2.34(± 0.91)  Strongly agree –
that are safe to the environment because neutral
I am convinced by the television and radio
advertisements 2.52 (±.91)  Strongly
 I am motivated to buy green products
because of the print advertisements (eg.  Strongly agree –
2.50(± 0.87)
Billboards, brochures, magazines, neutral
agree – neutral
newspapers and the like
(t-stat=23.68)
I am motivated to purchase products that
 Strongly agree – P-value = 0.00
are environment-friendly because I am 2.62(± 0.90)
disagree Significant
convinced by the endorsers of the product
I am encouraged to purchase these
products because of the online  Strongly agree –
2.60(± 0.95)
advertisements concerning environment- disagree
friendly products

The factor average of promotional tools is 2.52 with a qualitative description of ‘Strongly-Agree to Neutral’. This could
be interpreted such that the mean value equals to 1 indicates that consumers ‘strongly agree’ with regards to the
stated indicator and the more that the value is farther to 1, the more that consumers disagree with the stated
indicator. Among the environmental laws and regulations indicators, the “I am encouraged to purchase products that
are safe to the environment because I am convinced by the television and radio advertisements” indicator with a
mean of 2.34 and qualitative description of ‘Strongly-agree to Neutral’ encourages the green consumers to buy green
products the most.

Table 13 Motivational Levels of the Consumer Knowledge

Factor Average
Indicators of Motivational Factors Mean (±SD) Qualitative description
& Statistical Results
I am motivated to purchase environment-
 Strongly agree –
friendly products because of my 1.99 (±0.93) 2.05 (±.91)
neutral
knowledge about global warming Strongly agree –
I am encouraged to purchase products neutral
 Strongly agree –
that are environment-friendly because I 2.04(± 0.95) (t-stat=39.15)
neutral
am informed with different pollutions P-value = 0.00
I am encouraged to buy environmentally Significant
 Strongly agree –
friendly products because I am 2.12(± 0.88)
neutral
knowledgeable about recycling
I am motivated to buy environmentally
 Strongly agree –
friendly products because I have 2.06(± 0.89)
neutral
knowledge about segregation.

The factor average of consumer knowledge is 2.05 with a qualitative description of ‘Strongly-Agree to Neutral’. This
could be interpreted such that the mean value equals to 1 indicates that consumers ‘strongly agree’ with regards to
the stated indicator the more that the value is farther to 1, the more that consumers disagree with the stated indicator.
Among the consumer knowledge indicators, the “I am motivated to purchase environment-friendly products because
of my knowledge about global warming” indicator with a mean of 1.99 and qualitative description of ‘Strongly-agree to
Neutral’ encourages the green consumers to buy green products the most.

Table 14 Level of Motivational Factors

Highest Lowest
Motivational Mean Qualitative
t-stat P-value Indicator Indicator
Factors (±SD) Description
Mean Mean
 Strongly agree- (t stat
Environmental 1.98 P-value =0.00 2.12 1.68
neutral =9.58)
Concern (±.89) Significant (± 0.86) (±0.90)
Perceived Strongly agree- (t stat P-value =0.00
2.11 2.15 2.07
Consumer neutral =67.90) Significant
(±.85) (± 0.80) (±0.85)
Effectiveness
P-value =0.00
(t-stat
2.75 Strongly agree- Significant 2.93 2.48
Reference Group =29.33)
(±1.23) disagree (±0.96) (±0.95)

Environmental 2.34 (t-stat

Strongly agree – P-value =0.00 2.62 2.34
Laws and (±.96) =36.03)
neutral Significant (± 0.90) (± 0.91)
Regulation

2.05
(t-stat P-value =0.00
Consumer (±.91) Strongly agree – 2.12
=39.15) Significant 1.99 (±0.93)
Knowledge neutral (± 0.88)

The table shows that motivational factors’ qualitative descriptions tend to vary from strongly agree-neutral and
strongly agree-disagree. This means therefore that consumers give each motivational factor a distinct degree of
importance. The standard deviation shows however, that motivational factors have more tendencies to be neutral
than otherwise.. Moreover, the table also includes in the last two columns the Highest Indicator Mean and the Lowest
Indicator Mean in order to show that different indicators per factor have different qualitative description of the
consumers’ motivational level. The highest indicator mean shows up to what motivational level consumers’ are
encouraged to purchase green products, while the lowest indicator mean shows up to what motivational level
consumer’s are less encouraged to purchase green products. Base on the table, the motivational factor that
encourages the consumers the most is environmental concern while the motivational factor that least encourage the
consumers is reference group. These findings are supported by previous empirical evidence emphasized that
environmental concern is a major factor in the consumer decision making (Zimmer et al., 1994; Wagner, 1997;
Ottman, 1998) and that studies have found positive correlations between environmental concern (i.e. attitude) and
environmental friendly behavior (Roberts and Bacon 1997).

6. DISCUSSIONS AND CONCLUSIONS

There are different motivational factors that consumers consider in purchasing green products and in each
motivational factor; there are indicators which determine whether or not it will lead to actual purchase. The study has
proven that although most of the indicators actually result to actual purchase, consumers give each motivational
factor a distinct degree of importance. Moreover, each motivational factor has their indicator which at the same time
varies on their level of influence to the consumers’ actual purchase decision. The findings of the study provide strong
evidence that all indicators of environmental concern such as concern for the environment, the consumers’ want to
contribute in saving the environment, their purchase of environment friendly product, and environmental protection
lead to actual purchase. However, it was shown that the concern for the environment encourages the consumers’
green purchasing the most. Consumers’ belief that they can contribute in saving the environment and the
consideration of themselves as environmentally responsible persons are the indicators of perceived consumer
effectiveness that result to actual buying of green products. Furthermore, the consumers’ belief that they can
contribute in saving the environment encourages green purchasing of consumers the most among the indicators of
perceived consumer effectiveness.

Although the influence of the consumers’ family has the highest motivational level, it was shown that it does
not lead to actual purchase, and reference groups such as friends, co-workers and co-members in pro-environment
organizations are the ones that lead to actual buying of green products. The consumers’ favorable response on
imposed environmental laws and regulations encourages consumers to procure green products the most. Whereas,
this indicator together with government’s sanction on environmental conservation lead consumers’ decision to actual
purchase. Meanwhile, television and radio advertisement serves to be the most influential promotional tool indicator.
Together with this broadcast media are print and online advertisements which results to consumers’ actual green
purchasing. Lastly, among the indicators of Consumers’ Knowledge, their knowledge on global warming motivates
them the most in purchasing green products. And jointly with this indicator are the knowledge on various pollutions
and recycling which lead consumers’ to actual procurement of green products. Furthermore, among all the
motivational factors, environmental concern encourages consumers to buy green products the most while consumer
knowledge has the lowest bearing on their actual purchasing decision.

7. SCOPE AND LIMITATIONS

This study only focused within the locality of Baguio City. The respondents were any type of consumers who
were living here in Baguio City. The study only covered the duration from November 2009 to September 2010. This
paper dealt with the effects of motivational factors with regard to the purchasing decision of green products.

As the current research was restricted to the investigation of the barriers in purchasing green products,
future study should be devoted on the hindrances why consumers did not reach to the actual purchasing of green
products.

For future research, a study can be made focusing on the subject of demographics such as age, gender,
nationality, income/allowance and the like wherein for example the researcher can get the significant difference
between male and female in terms of their purchasing behavior.

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