GOING GREEN: A STUDY OF CONSUMERS’ WILLINGNESS TO PAY FOR GREEN PRODUCTS IN KOTA KINABALU

The quality ofli fe of the present and future genera tions very much depends on the protectionand preservation of ecosystems for humans and the environment to coexist in forming a mutual human-environment system.Marketers have realized the importance of introducing green products in response to environmental degradation. In this study, consumers attitudes, behaviours and values were man ipulated to determine their relative influence on their willingness to pay for green products. The resul ts showe d cons umer attitude to be the most consistent explanatory factor in predicting their willingness to pay and followed by their behavio ural factor. The result also sugges ted that collectivism value was significant in influencing consumers willingness to pay for green products.