A study of consumers' attitudes, behaviours, values and their willingness to pay for multiple green product lines in Sarawak Land Consolidation and Rehabilitation Authority (SALCRA) Organization / Ramesh Rantau William Gon

A variety of environmental problems now affect the global citizen. Nowadays, many countries around the world are concerned about the environment protection. Heavy industry, such as industrial sector is also playing an essential role to help and support this protection by producing the green products that are environmentally friendly, The objective of this study is to understand the factors that could affect the consumers to pay more towards the green products in Sarawak Land Consolidation And Rehabilitation Authority (SALCRA) organization, Sarawak. The data were obtained from questionnaires handed out to a 169 staffs in SALCRA organization. The result showed that, consumer values consistent explanatory factors in predicting their willingness to pay more for multiple green products.