CHAPTER 2 LITERATURE REVIEW 2.

1 Introduction This chapter will review relevant literature related to the assumptions of the study. An outline on consumer behaviour and consumer purchase intention of green products as the dependent variable will be discussed. In addition, perceived government legislations, media exposure, safety and health concerns, and self- efficacy, would be identified and explained as independent variables. Furthermore, the study will discuss and explain consumer attitude towards the environment as a mediating variable, through the reviewed literature. Clarification of its role in the study will also be discussed. Finally, the theory of planned behaviour and its relation to the present study would be discussed at the end of this chapter. Residential gated communities (PSA) refers to a physical area would be fenced or have a wall built surrounding area. Entrances and exits to the neighbourhood this is just through the entrance guarded and controlled by the controller security. The whole area is developed and the PSA is completely under the care of a private developer who is better known as a corporate management (Management Corporation) and not Local Authority (PBT). Also introduced the concept of this Agreement concept of terrace house with no fence to separate each a home lots in it. Similarly, the separation between the lots private households with a local road at the front of the house and lots of houses with back lane behind the house. Planting of shady trees along the street front of the house in the Agreement is expected to be able to function not only as 'separatist', but also as an element of soft landscaping able to give shade to people on foot, while creating a greener environment and sustainable.

In this chapter, the matters to be discussed is the study overall and studies ever carried out by researchers related planning and development outside the PSA development the country. But before discussing more about Agreement, it is desirable to understand the principles and philosophy of planning city in developing a residential area, particularly for the development of the PSA. This is because it is fundamental in terms of planning can help towards the formation of residential areas that are not only organized but also appropriate and comfortable to live in order to create well-being of communities in in the area.

2.2 Behavioural Intention (Dependent variable) Behavioural intention has been defined by Azjen (2002) as human actions that are guided by three kinds of considerations; beliefs about the likely outcomes of the behaviour and the evaluation of these outcomes ( behavioural beliefs), beliefs about the normative expectations of others and motivation to comply with these expectations (normative beliefs), and beliefs about the presence of factors that may facilitate or impede performance of the behaviour and the perceived power of these factors (control beliefs). As a general rule, the more favourable the attitude and subjective norm, and the greater the perceived control, the stronger should be the persons intention to perform the behaviour in question. As for consumers purchase decision, Kotler and Armstrong (2001) argued that, in the evaluation stage, the consumer ranks brands and forms purchase intentions. Generally, the consumers purchase decision will be to buy the most preferred brand. However, two factors can come between purchase intention and purchase decision, the first factor is the attitude of others and the second factor is unexpected situational factors, for example, the consumer may form a purchase intention based on factors such as expected income, expected price, and expected product benefits.

However, unexpected events may change consumers purchase intention. According to Balderjahn (1985) environmentally concerned and socially conscious consumers appeared in the late 60s and early 70s, partly because of a general distrust in society, industry, and modern technology, partly as a by-product of the first oil-crisis. Hence, Balderjahn (1985) defined the environmentally concerned consumer as a person who knows that the production, distribution, use, and disposal of products lead to external costs, and who evaluates such external costs negatively, trying to minimize them by his or her own behaviour. Therefore, Marketing managers are routinely using purchase intentions data to make strategic decisions concerning both new and existing products and the marketing programs that support them. For new products, purchases intentions are used in concept tests to help managers determine whether a concept merits further development, and in product tests to direct attention to whether a new product merits launch. Furthermore, in planning the launch of a new product, purchase intentions help the manager decide in which geographic markets and to which customer segments the product should be launched (Sewall, 1978; Silk & Urban, 1978; Urban & Hauser, 1993). According to Glawter and Pribram (1960) behavioral intentions are defined as a mental state that reflects a persons plan to engage in some action within a specified period of time Intention is thus assumed to be the immediate antecedent of behaviour. While Behavioral intention has been defined by Alan et.al, (1999) as an outcome of socialization that may be of particular importance to advertisers because it is related to favourable and unfavourable behaviours consumers may exhibit toward a brand. For example, when consumers praise the brand and express preference for one advertiser over others, these favourable intentions may ultimately lead to increased sales of the brand, paying premium prices for the brand, spreading positive word-of-mouth for the brand, etc. Conversely, unfavourable intentions can lead to switching brands and spreading negative word-of-mouth. Purchase intentions continue

to be an important concept in marketing therefore, gaining a better understanding of behavioral intentions of consumers may help marketers better communicate to this important target. In addition, Miller (2005) identifies behavioral intention as a function of both attitudes toward behaviour and subjective norms toward that behaviour, which has been found to predict actual behaviour. For example, attitudes about exercise combined with the subjective norms about exercise, each with their own weight, will lead you to your intention to exercise (or not), which will then lead to your actual behaviour. However, according to Morrison (1979), a large number of studies in the past have used purchase intention. For example, Axelrod (1968) analysed purchase intentions along with attitude measures to predict actual purchase behaviour, while Smith (1965) presented a highly readable interesting publication on the use of purchase intentions to evaluate the effectiveness of automobile advertising. In addition, Silk and Urban (1972) had purchase intention as one input for a new product model. While Bass, Bessemer, and Lehmann (1972) used purchase intentions in their well-known soft drink study. Finally, Sewall (1978) used purchase intention to segment markets for proposed new (redesigned) products. Hence, this study conceptualized purchase intention as a person who plan to engage in some action within a specified period of time and the probability that he or she will perform a behaviour. Therefore, lecturers purchase intention of lead-free electronic products will be investigated through four independent variables; perceived government legislations, media exposure, safety and health concerns, self-efficacy and one mediating variable of environmental attitude.

The definition of urban planning is a field or any discipline that deals with planning and land development which include land use planning activities, distribution, location, size and types of development for an area or settlement. Based on this definition, the National Municipal Policy (NDP) has set a goal major city to create community vision and life the peace through the development of a sustainable environment. Department Town and Country Planning (TCPD) will set the planning vision the city to create an environment of human life quality throughout the settlements in urban areas. This can be achieved the compilation of a more orderly land use, efficient, coordinated, functional and compatible with each other, the distribution of activities over fair and orderly development that meets the requirements and aspirations of local people. NDP focus on the planning and management urban development covering various aspects of peace an urban environment. The housing sector is one major development to contribute towards creating an environment a prosperous city that is sustainable. Urbanization trends in Malaysia increasing every year. The growth of urban population in Peninsular Malaysia has increased from 54.3 per cent (8.8 million persons) to 65.4 precent (13.7 million) in 2000. It is expected increased further to 70.3 precent (14.5 million) in 2005 and 71.8 precent (16.2 million) in 2010, by the year 2020 is expected to a total of 75.0 precent (20.1 million) people will live in the area- the urban areas. (NDP, 2006). The paces of urbanization rate with high population increase require additional areas new areas for housing, business, foundation and public facilities. The fifth thrust of the NDP states not only prosperous city include elements that can be measured, such as water quality, air and the noise level but also the aspects that particularly difficult to measure visual aspects, the 'sense of belonging', and 'sense of place'. Following this NDP emphasis is to provide housing, basic amenities and the public is not only sufficient but it may increase quality of life and well-being of society. Well-being of residents residence in a residential area is a quality of

life (Quality Of Life) in total to be achieved by a community, based on three (3) major aspects of security (safety), health (health) and comfort (comfort). In order to achieve urban residential development sustainable, the main factors impacting sustainability of the human population. This relates to the quality of life prosperous urban population. Malaysia's Quality of Life Report years 1990-2002, as a whole showed an increase by 9.8 points. However, the index for public safety decreased by 19.9 points to describe the average crime rate in urban areas has increased from 3.8 in 1990 to 6.2 cases in 2002. Security is becoming increasingly important components because of increased criminal cases involving thefts, break- home and theft. The safety aspect is related to the social welfare, and both are pre-conditions to of sustainable development. Security The security, health absolute distinction and comfort enjoyed by a community will be able to enhance the high quality of life. The three The main aspect of this will be an important platform for each planning a residential area, regardless of the current settlement plan no new settlements as well. Balance all three aspects become de facto to sustainable urban planning and thus community wellbeing in occupation and settled in the area the housing. Generally, in order to plan housing development, three basic activities of life are worthy of attention and need wisely blended, harmonious and compatible with one another. Basic activities human beings live, work and play need to digest it well so that each resource, time, space and energy can be utilized optimally, without causing negative effects and defects that can affect generation capacity of existing and future. Available resources should be planned and managed effectively, efficiently and carefully to ensure effective settlement planning, development quality and compassionate man and a conducive environment.

Overall, it appears that the most important aspects in city planning are to fulfill and comply with the guidelines and planning standards that have been provided. It is a prerequisite in creating a quality of human life throughout the country, thus ensuring the wellbeing of communities, particularly in residential areas and settlements as a whole (Muttalib b. Jelani, 2003). With this, the principles and philosophy of planning the city Planning and Development of the Doctrine of Universal (DPPS), which introduced by the Town and Country Planning should ensure that they are applied in each development in order to impress on all parties to the now come.

2.2.1 Consumer Buying Behaviour Consumer buying behaviour is defined by Kotler & Armstrong (2001), as the buying behaviour of final consumers, individuals and households who buy goods and services for personal consumption. Consumers around the world vary in age, income, education level, and tastes. They also buy an incredible variety of goods and services. How this diverse consumer connects with each other and with other elements of the world around them impacts their choices among various products, services, and companies. Foxall (1993) identifies consumer behaviour as any response that involves the whole organism where its frequency can be systematically related to the consequences previously produced. In analysing consumer markets and buyer behaviour, Kotler (2003) pointed to the stimulusresponse model where cultural, social, personal and psychological factors are said to have most influence on consumer buying behaviour. However, according to Ronald and Griffin (2003), although marketing managers know what qualities people want in a new VCR, but they are still unable to figure out why people buy a particular VCR. What desire are they fulfilling? Is there a psychological or sociological explanation for why consumers purchase one product and not another? These questions and many others are addressed in the area of marketing known as consumer behaviour the study of the decision process by which customers come to purchase and consume products Urban Housing Development in Malaysia The definition of urban planning is a field or any discipline that deals with planning and land development which include land use planning activities, distribution, location, size and types of development for an area or settlement. Based on this definition, the National Municipal Policy (NDP) has set a goal major city to create community vision and life the peace through the development of a sustainable environment. Department town and Country Planning (TCPD) will set the planning vision the city to create an environment of human life quality

throughout the settlements in urban areas. This can be achieved the compilation of a more orderly land use, efficient, coordinated, functional and compatible with each other, the distribution of activities over fair and orderly development that meets the requirements and aspirations of local people. NDP focus on the planning and management urban development covering various aspects of peace an urban environment. The housing sector is one major development to contribute towards creating an environment a prosperous city that is sustainable. Urbanization trends in Malaysia increasing every year. The growth of urban population in Peninsular Malaysia has increased from 54.3 per cent (8.8 million persons) to 65.4 percent (13.7 million) in 2000. It is expected increased further to 70.3 precent (14.5 million) in 2005 and 71.8 percent (16.2 million) in 2010, by the year 2020 is expected to a total of 75.0 percent (20.1 million) people will live in the area- the urban areas. (NDP, 2006). The pace of urbanization rate with high population increase requires additional areas new areas for housing, business, foundation and public facilities.

The fifth thrust of the NDP states not only prosperous city include elements that can be measured, such as water quality, air and the noise level but also the aspects that particularly difficult to measure visual aspects, the 'sense of belonging', and 'sense of place'. Following this NDP emphasis is to provide housing, basic amenities and the public is not only sufficient but it may increase quality of life and well-being of society. Well-being of residents residence in a residential area is a quality of life (Quality Of Life) in total to be achieved by a community, based on three (3) major aspects of security (safety), health (health) and comfort (comfort).

In order to achieve urban residential development sustainable, the main factors impacting sustainability of the human population. This relates to the quality of life prosperous urban population. Malaysia's Quality of Life Report years 1990-2002, as a whole showed an increase by 9.8 points. However, the index for public safety decreased by 19.9 points to describe the average crime rate in urban areas has increased from 3.8 in 1990 to 6.2 cases in 2002. Security is becoming increasingly important components because of increased criminal cases involving thefts, break- home and theft. The safety aspect is related to the social welfare, and both are pre-conditions to of sustainable development. Security The security, health absolute distinction and comfort enjoyed by a community will be able to enhance the high quality of life. The three The main aspect of this will be an important platform for each planning a residential area, regardless of the current settlement plan no new settlements as well. Balance all three aspects become de facto to sustainable urban planning and thus community well-being in occupation and settled in the area the housing. Generally, in order to plan housing development, three basic activities of life are worthy of attention and need wisely blended, harmonious and compatible with one another. Basic activities human beings live, work and play need to digest it well so that each resource, time, space and energy can be utilized optimally, without causing negative effects and defects that can affect generation capacity of existing and future. Available resources should be planned and managed effectively, efficiently and carefully to ensure effective settlement planning, development quality and compassionate man and a conducive environment. Overall, it appears that the most important aspects in city planning is to fulfill and comply with the guidelines and planning standards that have been provided. It is a prerequisite in creating a quality of human life throughout the country, thus ensuring the wellbeing of

communities, particularly in residential areas and settlements as a whole (Muttalib b. Jelani, 2003). With this, the principles and philosophy of planning the city Planning and Development of the Doctrine of Universal (DPPS), which introduced by the Town and Country Planning should ensure that they are applied in each development in order to impress on all parties to the now come.

2.2.2 Understanding What Motivates Consumers Understanding what motivates consumers to make environmentally conscious purchases (i.e. to buy green) and what discourages them from doing so is the first step in promoting green buying. In order to identify the barriers and motivations that are related to peoples willingness to buy green, social scientists ask consumers questions about a variety of factors that might influence their buying behaviour. Social scientists use statistical methods to determine which of these factors are linked to peoples willingness to buy products that are better for the environment. Sometimes confirming evidence is part of the process by which scientists arrive at recommendations regarding health issues. Similarly, in identifying the factors that influence green buying, it is important to look at patterns that emerge across numerous studies, rather than relying on the results from a single study. Here are some patterns that emerge from social science research on green buying motivations. The factors below are seen to contribute to consumers willingness to buy green: 1- Perceived Consumer Effectiveness: Berger and Corbin (1992) concluded based on findings of an environmental opinion poll of the Canadian population and a phone survey of 387 metropolitan Atlanta residents, that the more that people believe that the efforts of an individual can make a difference in the solution to environmental problems, the greater their likelihood of buying green. 2- Perceived Knowledge: Ellen, (1994) argued that perceived knowledge appears to contribute to perceived consumer effectiveness. Not surprisingly then, the greater people perceive their knowledge to be about buying recycled content and source reduced products, the more likely they are to do so.

3- Environmental Concern: According to Mainieri, et.al. (1997) the peoples level of environmental concern is linked to their interest in and willingness to purchase green products. Furthermore, a survey of 201 households in western Los Angeles found that respondent specific attitudes towards environmental consumerism predicted their likelihood of (a) Buying products because of their environmental claims (b) Considering safety to the environment more strongly when making a purchase, and (c) Switching products for environmental reasons or purchasing. Therefore, respondents attitudes towards environmental consumerism were measured by the strength of their agreement with statements such as We have a responsibility to avoid purchasing or using products that are known to be damaging to the environment or I believe that being environmentally conscious when buying does not directly benefit the environment. Hence, the factors that have been identified as barriers to green buying are listed below.

2.3 Green Open Space In general, public open space (open spaces) in urban areas consist of open space green and non-green open space. Green Open Space (RTH) is a part of urban of open spaces (open spaces) of an urban area occupied by plants, crops and vegetation (endemic and introduction) supports the benefits of using ecological, socio-cultural and architectural who can provide economic benefits (Welfare) for the community. Non-green space can be open space The (Paved) and open space blue (RTB) in the form of the surface river, lake, or area-area provided the total retention. Physically, can be differentiated into RTH natural form of natural wildlife habitat, protected areas and national parks, as well as non-natural RTH or construction such as parks, sports fields, and gardens. In terms of function to function ecologically RTH, social / cultural, architectural, and the economy. Ecologically RTH can improve the quality of ground water, prevent flooding, reduce air pollution, and lower the temperature of the city. The forms of RTH ecological functioning of urban areas such as green belt city, town forests, parks botany, border Etc. River. In socio-cultural existence of RTH can provide functions as a social interaction space, recreational facilities, and the city retender cultured. RTH form of sociocultural function among other city parks, sports field, park, etc. TPU. In architectural RTH can increase the value of beauty and comfort of the city In the presence of city parks, flower gardens, and green strips the city. Meanwhile RTH can also have economic functions, either directly such undertakings slowly empty into agricultural land / plantation (urban agriculture) or the expansion of urban green tourism facility that could bring Tourist.

Meanwhile, the structure, shape and arrangement of RTH can be a configuration ecological and configuration palynologies. The configuration was ecologically RTH landscape based, such as protected area, the hills, the river boundary, Border Lake, coastal, etc. While RTH with palynologys configuration can spaces be formed following the pattern of the structure of the city as housing RTH, RTH District, RTH city parks and regional / national. In terms of ownership RTH can be owned by the general public and open to the wider community, or private RTH (private) in the form of parks is on private lands.

2.4 Settlements According to Law no. 4 In 1992, the retreat is part of the outside environment of the protected area, either in the form of urban and rural areas serves as a range of accommodation or residence and place of activities within life supports. Units of housing within settlements are in various shapes and measurements with the setup of land and space, infrastructure and facilities within the unstructured. In Act no. 4 of 1992, mentioned also that the main features of the settlement are as follows: The majority of the provisions are the home The facilities were developed over the scale range of services (neighbourhood) Area of smaller developed area of 1000 Ha Requirement of urban facilities for large-scale occupancy residents still suspended or takes advantage of urban amenities in the centre city No. According to the Government. 63 In 2002 the Forest City, Forest City to distinguish the several types, one of which is the type area is forested city retreat settlements built in the area, working as a producer of oxygen, absorbing carbon dioxide, water diffuser, windbreak, and damper noise, in the form of composition of plants and trees that high combined with the base of plants and grass.

2.5 Study decline RTH Quality Decrease the quality of public open space, particularly green open space (RTH) at 30 Last year was significant. In big cities like Malaysia, RTH has been reduced from 35% in the early 1970s to less from 10% at this time. RTH have been converted to some urban infrastructure such as road networks, buildings, offices, centres expenses, and new settlement areas. Jakarta to the area RTH of around 9 percent, while RTH per capita has a rate around 7.08 m , Is relatively lower than in the world. Layouts planning of urban areas are very important role in the formation public spaces in urban areas, especially RTH in general and in the settlements in particular. Layout planning begins with a perm identify areas that are naturally should be saved (the hedge) to ensure sustainability of environments, and areas that are vulnerable to natural disasters (prone to natural Hazards), such as earthquake, avalanche, flood and other natural disasters. These areas should we enlarge as open space, green and non-green. Issue related to public open space or green space in general some of the challenges typically associated with urban areas, such as the declining quality environment in urban areas and settlements in the neighbourhood citizens, floods / erosion and changes in social behaviours that tend to counter-productive and destructive as crime and vandalism. In terms of environmental conditions, low quality of ground water, high air pollution and noise in urban areas, are the things that directly or not directly related to the existence of ecologically RTH. In addition high frequency of floods and landslides in urban adults was attributed because the water system because the system limited area and high water absorption volume of surface water (run-off). This condition can also be economically decreased the level of productivity, and decrease the level of health and level of Expectations of life.

Socially, the high level of criminality and horizontal conflicts among groups of urban community also indirectly caused by the lack of city spaces can channel social interaction needs to release tensions experienced by urban communities. The low quality of environment housing and the provision of public open space, a psychologist has led mental conditions and the quality of the worsening social and depressed. While it is technically, issue related to the maintenance of RTH in urban areas, among others, regarding the occurrence of suboptimization is a good provision of RTH quantitatively and qualitatively, weak institutional and human resources, lack of stakeholder involvement in the maintenance of RTH, and limited space / land in the settlements that can be used as a RTH. Sub-optimization availability RTH associated with the fact still less proportion of the area allocated for open space, and the low ratio of total open space available per capita. While the institutional, RTH problems also associated with the lack of adequate legal rules about RTH, and the maintenance of technical guidelines to the presence of RTH still is marginal. In addition, the quality of available human resources should also be enhanced to be preserve and manage in a more professional RTH. Determination of green open space area there, which refers to the total population and response per individual space requirements. In Malaysia the prescribed area of the city forest 1.9 M 2 / Population; in Japan set of 5.0 M 2 / Population; Hall Lancashire town England set the 11.5 M 2 / Population; United determining forest more fantastic that is 60 M / Population; while proposing KLCC play and exercise as much as 1.5 M / People (Green for Life: 2004). Calculation of the oxygen needs of the issue logically acceptable to be acquired green open space in accordance with the number of inhabitants. The larger the population is becoming more widespread RTH should be available. Here is a sample area of occupancy, located in

Malaysian with setting puts the area of green open spaces and mixed with tropical modern house design. Facilities for recreation and relaxation in the heart of the family that facilitates each strengthen family interactions with fellow residents and their environment. Design modern its impact on open architecture, creating an atmosphere that blends between the green environment with the existing activities in and outside space. Green open area designed with the concept of thematic landscape green blends with the natural elements like sand, Pebble and stone.

2.6 Efforts to Improve the Quality and Quantity RTH Green open space should be planted with trees that can reduce pollution air significantly. From the research that was done and Research Centre Road Development, Department of Public Works (now the Ministry of the retreat and Regional Infrastructure) in a in Malaysia. According to research in the laboratory, the fifth type of tree can reduce air pollution around 47-69%. They are trees Filicium (Filicium recipients), mahogany (Sweetened mahogany), walnut (Caladium Commune), salaam (Syzygies polyanthus), and (Elaeocarpus grandiforus). Meanwhile, the base of a good crop for reduce air pollution is CROTON PLANT (Coliseum variegate), werkisiana, beautiful island (Mussaenda sp), shelled (Ixora javanica) and hibiscus (Hibiscus rosa-sinensis). The same disability can also be citizens in their respective home pages. By planting a tree or shrub planted earlier, as well as the air became cooler, air pollution can also be reduced. To cover the lack of a place to store proposed ground water, every family can complete the house, which still has few pages, with the well diffusion. With the diffusion wells, rain water not wasted, but accommodated on the ground. Diffusion is the diffusion of the Well-made system that can accommodate the rain water, good from the ground and rain water is conveyed through the roof. The form can be a pit, pond with diffusion, and the like. Making the well this will reduce the diffusion of debit and Gene did the flood water in the rainy season. One good example of efforts to restore the quality and RTH that can be applied in a neighbourhood retreat is some wisdom planning by the government of Malang City in maintaining ecological balance range as follows: In the wake of the city, should be provided adequate RTH, namely

 For the urban residential area, provided the minimum area of 10% of the total area of the area. For the density of the buildings are to be provided space green open a minimum of 15% of the area. For low building density areas of open space should be provided minimum of 20% of green area as a whole. In the wake of the city, should be handled scale figures Building Policy coefficient (KDB) and coefficients Floor Building (KLB) according to the nature and type of land use. In general KDB and KLB operation was greater following rules building lot, the KDB and KLB little more, while the small lot size, the value of KDB and KLB will be increased. To conduct water quality and the provision of ground water, then for each building has been good, or will develop required to make the well water diffusion. It is very important means for keeping the city woke up, high water table so as not to the decline. At high levels, the lack of surface water is will be able to influence the strength of the building construction. To enhance the water diffuse into the soil, it is necessary developed to accommodate the diffusion waste water rainwater from drainage channels. Other effort to do is to create a pool of water diffusion in each region of water catches. For residential areas should be the maximum distance that could be a path toward public transport is 250 meters. Some efforts should be made by the Government include: Making a revision of Law 24/1992 on the setup item to be more accommodate the expansion needs of RTH; Organize the implementation of guidelines (NSPM) to and RTH management;

 Setting the minimum area requirements in accordance with the characteristics of RTH city, and RTH development of indicators of success as a city; Increase the campaign and about the importance of socialization RTH through motion the town green (green cities); Develop an incentive and disincentive mechanisms that can more enhance the role of the private and the public through the forms of cooperation mutually beneficial; Develop pilot projects for a variety of RTH and form that is in some areas of the city.

2.7 conclusions Decrease the likelihood of quality public open space in the area settlements, especially the green open space (RTH) in the last 30 years is significant. RTH have been converted to some infrastructure such as urban road network, office buildings, shopping malls, and new settlement areas. In an effort to create a comfortable space, productive and sustainable, then we should give adequate attention the existence of public open space, especially RTH. Some solutions that can be done among others, to make regulations about setting standards related to space provision of green open space, as well as attempts at a small scale that can practiced independently, such as planting trees or shrub planting, as well as the air became cooler, air pollution can also be reduced. to cover lack of soil water to keep the proposal, each family can complement the house, which still has a little page, with the well diffusion.