The objectives of this study are to examine the relation between
demographics factors with the consumers’ willingness to pay more for green
products and the influence of values (individualism or collectivism and security or
fun/enjoyment) on the consumers’ willingness to pay more for green products.
Hypotheses testing are employed with quantitative data and the hypotheses
analysis is tested using Chi Square Analysis and Multiple Regression Analysis.
In this study, two facts are revealed. First, consumer demographics factors
(age, gender, level of education, monthly income, employment status, house
ownership, marital status and family size) are not related to the consumer’s
willingness to pay more for green products. Second consumers’ values
(collectivism) is significantly influence the consumer’s willingness to pay more
for green products although the other values such as Individualism, Security, and
Fun/Enjoyment do not significantly influence the consumer’s willingness to pay
more for green products.