Correlation Analysis (N=100)

Consumer Consumer
  Initiatives
Perception Preference
Consumer Perception 1
Initiatives 0.662 1
Consumer Preference 0.377 0.452 1

Table 5 shows correlation analysis using the Pearson r correlation of coefficient. According to
the table above, that consumer perception has a value of R=0.377 or 37.70%, and initiative
value of R=0.452 or 45.20% has slight and moderate positive relation or association,
respectively to consumer preferences. According to the article of Sardakhan, green consumers
are more internally-controlled as they believe that an individual consumer can be effective in
environmental protection. Consumer’s open-mindedness helps them to accept green products
and behaviors, more readily. According to the consumption report of the EU (Consumers in
Europe), it is found that ten percent of the consumers recognize the ecological product labels or
green energy labels on the products sold in the supermarkets. Although the companies in our
country progress with significant speed in terms of the environment, it is not possible yet to say
that they have reached the same level regarding consumer preference.

Relationship of Consumer Preferences to Purchase Decision

p- Decision Verbal
Factor
values on Ho Interpretation
Failed to
0.249 Not Significant
Consumer Perception Reject

Initiative 0.003 Reject Significant

Significance level is 95% (<.05)

Table 6 above presents the relationship between the consumer preference to purchase
decision. It shows that there is enough evidence to conclude that consumer preferences
significantly associate with initiative on respondents purchasing decision; and there is no
enough evidence to conclude that consumer preferences is significantly associates with
consumer perception in purchasing decision (r=0.464; p=0.003 and 0.249, respectively).
 Correlation Analysis (N=100)

Consumer Consumer
  Initiatives
Perception Awareness
Consumer Perception 1
Initiatives 0.662 1
Consumer Awareness 0.678 0.730 1

Table 7 shows correlation analysis using the Pearson r correlation of coefficient. According to
the table above, consumer perception has a value of R=0.678 or 67.80%, and initiative value of
R=0.730 or 73% has moderate and high positive relation or association, respectively to
consumer awareness.

Relationship of Consumer Preferences to Purchase Decision

p- Decision Verbal
Factor
values on Ho Interpretation
0.001 Reject Significant
Consumer Perception

Initiative 0.001 Reject Significant

Significance level is 95% (<.05)

Table 8 above presents the relationship between the consumer preference to purchase
decision. It shows that there is enough evidence to conclude that consumer awareness is
significantly associates with consumer perception and initiative on respondents purchasing
decision; (r=0.775; p=0.001 and 0.001, respectively).