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Green product preferences considering cultural influences: a comparison study between Malaysia and Indonesia

Ihwan Ghazali (Faculty of Mechanical and Manufacturing Engineering Technology, Universiti Teknikal Malaysia Melaka, Hang Tuah Jaya, Malaysia)
Salwa Hanim Abdul-Rashid (Department of Mechanical Engineering, Faculty of Engineering, University of Malaya, Kuala Lumpur, Malaysia) (Center for Product Design and Manufacturing, Faculty of Engineering, University of Malaya, Kuala Lumpur, Malaysia)
Siti Zawiah Md Dawal (Department of Mechanical Engineering, Faculty of Engineering, University of Malaya, Kuala Lumpur, Malaysia) (Center for Product Design and Manufacturing, Faculty of Engineering, University of Malaya, Kuala Lumpur, Malaysia)
Hideki Aoyama (Department of System Design Engineering, Faculty of Science and Technology, Keio University, Yokohama-shi, Japan)
Novita Sakundarini (Department of Mechanical, Materials and Manufacturing Engineering, University of Nottingham Malaysia, Semenyih, Malaysia)
Fu Haw Ho (Department of Manufacturing Engineering, Faculty of Mechanical and Manufacturing Engineering, Universiti Tun Hussein Onn Malaysia, Batu Pahat, Malaysia)
Safarudin Gazali Herawan (Industrial Engineering Department, Faculty of Engineering, Bina Nusantara University, Jakarta, Indonesia)

Management of Environmental Quality

ISSN: 1477-7835

Article publication date: 28 May 2021

Issue publication date: 20 July 2021

1133

Abstract

Purpose

There is an increasing awareness among manufacturers to make production more sustainable in Southeast Asian countries such as Malaysia and Indonesia. Manufacturers are now urged to not only focus on the business profit but also concern on environment protection by producing green products. However, issues may arise regarding the preferences of customers on green products, which will vary due to the influence of cultural values. This will give an impact on the marketing of green products. The aim of this study is to identify the influence of cultural values on the green products design in Malaysia and Indonesia.

Design/methodology/approach

A pretest on the survey instruments was performed to ensure the reliability and validity of the questionnaire. The collected data were statistically analyzed based on the satisfaction level, confirmatory factor analysis and structural equation modeling.

Findings

The results showed that customer preferences in Malaysia were mostly influenced by uncertainty avoidance, long-term orientation and power distance, excluding collectivism and masculinity. In Indonesia, the dimension of uncertainty avoidance and long-term orientation had significant influence, whereas power distance, masculinity and collectivism dimension had no influence. Eco-label was identified as the most important factor for green products in Malaysia and having product services characteristics factor for product lifetime extension in Indonesia.

Practical implications

For practices, the cultural values and preferred characteristics identified in this study provide valuable information to policymakers and businesses on what draws customers toward green products in Malaysia and Indonesia. This finding can be used as supported data for the policymakers in order to achieve sustainable development goal (SDGs) in Malaysia and Indonesia.

Originality/value

The findings of this study provide valuable information for designers to design products with green characteristics that cater to the consumer market in Malaysia and Indonesia, as well as other countries which may have similar cultural traits.

Keywords

Acknowledgements

The authors would like to thank Universiti Teknikal Malaysia Melaka, Universiti Malaya and Keio University Japan for excellent research supports' facilities.

Funding: This research grant was fully provided by AUN/Seed-Net Project under Japan Cooperation Agency (JICA).

Citation

Ghazali, I., Abdul-Rashid, S.H., Md Dawal, S.Z., Aoyama, H., Sakundarini, N., Ho, F.H. and Herawan, S.G. (2021), "Green product preferences considering cultural influences: a comparison study between Malaysia and Indonesia", Management of Environmental Quality, Vol. 32 No. 5, pp. 1040-1063. https://doi.org/10.1108/MEQ-11-2020-0245

Publisher

:

Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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