Consumers’ Perception of Barriers Effecting Green Purchase Behavior: Instrument Assessment

Abstract

With the emergence of green consumerism, the trend of “going green” has now prolonged to the Asian region, including Malaysia. Despite most of Malaysians have shown great concern for environmental issues; however, the green buying behavior among Malaysians is not encouraging. The study focuses on the barriers that trigger the green purchasing gap and; identify which barriers are perceived as the most relevant in acquiring eco-friendly home appliances. The paper examines the measurement instrument (questionnaire) for validity and reliability, for the purpose of data analysis. Statistical techniques used for validity and reliability were Exploratory Factor Analysis and Cronbach’s Alpha. Exploratory Factor Analysis was performed on individual dimension for the purpose of explaining variation among items and their reduction to form a meaningful construct.

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