Introduction:

Environmental problem is a major concern all over the world, especially in developing country like BANGALDESH. Faster growing population, poverty makes more danger issues in developing country. Like many Asian cities, BANGLADESH suffers from dangerously high levels of air pollution, poor water quality, high levels of exposure to severe traffic noise, high levels of garbage disposal and rapidly diminishing landfill space (Civic Exchange,2007). Consumer alarm about environment is becoming more obvious in the environmentally conscious open market. Over the years, a large portion of the consumer group has appreciated that they have direct impact on the environment because of their purchasing behavior. Consumers are adapting to these circumstances by considering environmental issues when making a purchase. The most important evidence supporting this new growth of ecologically favorable consumer behavior is the increasing number of consumers who are willing to pay more for products that are environmentally friendly. Several scholars over the past few eras have shown that a important share of consumers are willing to pay more, in some cases as high as 40% more, for green products. Enhanced knowledge about this target market would allow marketers to successfully design strategies specifically for this group. Hence focus on this customer cluster would bring about distinctive competitive advantage for the firm.

Statement of the problem:

Over the years large number of consumers have realized that their purchase has a direct impact on the environment and are very much conscious about buying behavior and moreover the marketers of the product are also facing the problems of identifying the consumers who are willing to pay for the product which are environmentally friendly. Several factors that we found by studying that may influence consumers willingness to pay for the environmentally friendly products of them are demographics , knowledge ,values, attitudes , behavior .But among the mentioned factors some of the study that was early done shows some contradictory results such as according to Sandahl and Robertson (1989) they found that the environmentally conscious consumer are less educated and has a lower income than the average which needs to be reverse in commonsense and ultimately lead them to conclude that income and education are not good predictors of environmental purchase behavior. Increase in consumers buying criteria toward the environmental 1

responsibility ,corporate focus on this segment may provide a source of competitive advantage in the near future.

Purpose:
Now a day an important challenge that the marketer face is the find out which consumer is willing to pay more for the environmental friendly products. The purpose of this study is actually twofold: 1) 2) To identify the profile of the consumer who are likely to pay more for the environmentally To elaborate marketing strategies that arises from an improved understanding of the profile friendly product. of this segment of the consumer.

Review of literature:
The earlier work done in the related field of consumer research has raised confusing results as to which factors actually motivate consumers to pay more. The literature have exist of several factors that may influence consumers willingness to pay more for environmentally friendly products have been identified. These factors can be classified into five categories: demographics, Knowledge, values, attitudes and behavior. The literature has been following in bellow: 1. Demographics: The effect of consumer demographic characteristics on their purchase decisions they have successfully established that demographics have less than the other categories. Sociodemographics characteristics have gained a lot of attention as the key profiling variables. Such characteristics have been employed by many scholars more frequently for the bases of segmenting and profiling green consumers. Despite having contradiction, researcher also agrees on upon the fact that demographics exert a significant influence on the consumers. Homeownership is one particular factor that the researcher could have omitted had this research been done from a Bangladeshi point of view.

2.Knowledge:

The idea of knowledge is recognized in consumer research as a characteristic that influences all phase of in the decision making process, from gathering information, to making decisions and finally evaluating the product. Like demographics, empirical support for the influence of consumers environmental knowledge on their ecologically friendly behavior is contradictory. Eco literacy was developed to measure the respondent The collective body of literary productions, embracing the entire results of knowledge and fancy preserved in writing; also, the whole body of literary productions or writings upon a given subject, or in reference to a particular science or branch of knowledge, or of a given country or period. This factor would play a very minor role minor role from our countrys perspective since the concept of Eco literacy is almost an alien one to most of the people of our country Knowledge is a familiarity with someone or something, which can include facts, information, descriptions, or skills acquired through experience or education. It can refer to the theoretical or practical understanding of a subject. It can be implicit (as with practical skill or expertise) or explicit (as with the theoretical understanding of a subject); and it can be more or less formal or systematic. In philosophy, the study of knowledge is called epistemology, and the philosopher Plato famously defined knowledge as "justified true belief." However no single agreed upon definition of knowledge exists, and there are numerous theories to explain it. The following quote from Bertrand Russell's "Theory of Knowledge" illustrates the difficulty in defining knowledge. "The question how knowledge should be defined is perhaps the most important and difficult of the three with which we shall deal. 3. Consumer Values: Values can be defined as broad preferences concerning appropriate courses of action or outcomes. As such, values reflect a persons sense of right and wrong or what ought to be. Equal rights for all, "Excellence deserves admiration", and People should be treated with respect and dignity are representative of values. Values tend to influence attitudes and behavior. For example, if you value equal rights for all and you go to work for an organization that treats its managers much better than it does its workers, you may form the attitude that the company is an unfair place to work; consequently, you may not produce well or may perhaps leave the company. It is likely that if the company had a more egalitarian policy, your attitude and behaviors would have been more positive.

Consumer value and customer value are terms used synonymously. Consumers values says that as describes goals ,varying in importance, that serve as guiding principles in peoples lives .Recycling, for instance, is a behavior that someone ought to do, even though the immediate individual rewards for engaging in it are usually scarce. Therefore, if an individual engages in recycling, it would be expected to be driven by strong values. The concept of value describes the consumers perceived ratio of the price paid for a product or service to the quality or worth received return. Consumer values can be defined as desirable goals, which serve as guiding principles in peoples lives. Previous researches have established that major values which influence consumer behavior are individualism, collectivism, fun/enjoyment and security with the first 3 variables having comparatively more impact on consumer behavior. Values are closely related to behavior. The environmental friendly behavior of a consumer can be accounted for by the strong values which a consumer holds. Hence a much clearer understanding of the individual determinants of environmentally friendly behavior can be obtained by considering the impacts of values. Values can be extremely hard to determine. In this research the respondents were asked to rank the valued according to the priority each one holds to them. But these constructs, such as fulfillment, have high levels of abstractness about them.

4. Consumer behaviors: Consumer behavior have exist of two major values that influence consumer behavior are individualism and collectivism. On one hand, individualism represents how much a person focuses on his independent self. Individualist people involve in voluntary associations and they make sure that they remain distinct individuals, even when they belong to groups. They also compete with others for status, which dependents on their accomplishments much more than on their group memberships. On the other hand, collectivism implies corporation, helpfulness, and consideration of the goals of the group relative to the individual. Being a collectivist means that one may forego individual motivations for that which is good for the group. The work of triandis suggests that collectivist people tend to be friendlier to the environment, while individualistic people tend to be more unfriendly.

In addition, McCarty investigated the impact of two other relevant values on consumers environmentally conscious behavior: fun/enjoyment and security. It was found that the fun/enjoyment value was positively related to attitudes about the importance of recycling and to the recycling behavior. This relationship makes sense if one considers that those who value fun and enjoyment in life may see a fulfillment of this end-state through interaction with the environment. The security value factor was not significantly related to either the importance of recycling or the recycling behavior.

5. Consumers attitudes: The definition of attitude according to the Merriam Webster dictionary is "a mental position with regard to a fact or state; a feeling or emotion toward a fact or state." Another way to think of attitude is a mental habit that filters how you perceive the world around you and also the actions and behaviors you take in response. An attitude can be defined as a positive or negative evaluation of people, objects, event, activities, ideas, or just about anything in your environment (Zimbardo et al., 1999) In the opinion of Bain (1927), an attitude is "the relatively stable overt behavior of a person which affects his status." "Attitudes which are different to a group are thus social attitudes or `values' in the Thomasonian sense. The attitude is the status-fixing behavior. This differentiates it from habit and vegetative processes as such, and totally ignores the hypothetical 'subjective states' which have formerly been emphasized.

Environmental attitude is commonly understood as a cognitive judgment towards the value of environmental protection The two most studied attitudes in the ecological literature, with respect to environmentally friendly behavior, are importance and inconvenience. On one hand, importance says that with respect to the environment, as the degree to which one expresses concern about ecological issues. On the other hand, Inconvenience refers to how inconvenient it is perceived for the individual to behave in an ecologically favorable fashion. For example, a person may feel that recycling is important for the long-run good of the society, but he or she may also feel that it is personally inconvenient .Similarly consumer know that single serve aseptically packaged juices or 5

puddings will harm the environment, but still buy them because they are convenient. McCarty studied the fact of importance and inconvenience of recycling on the behavior of recycling. They found that the relationship between inconvenience and recycling was in the expected direction, that is, the more individuals believed recycling was inconvenient, the less likely they were to recycling. By contrast ,beliefs about the importance of recycling were not significantly related to recycling behavior . Therefore, it appears that regardless of how important individuals believed recycling to be, the perception of the inconvenience of the recycling activity had a greater influence on their actions .McKeage says that green consumers strongly believe that current environmental conditions are deteriorating and represent serious problems facing the security of the world .Conversely, consumers who do not engage in environmentally friendly behavior perceive that ecological problems will resolve themselves.Therefore, an individuals perception about the severity of ecological problems might influence his willingness to pay more for ecologically compatible products. Paco and Raposo (2009) concluded that consumers were more likely to buy green products if they were more closely involved with the environment. In addition, Paco and Raposo (2009) further stated that attitude although not necessarily used by customers as a base for their environmentally friendly purchase decisions but still could impose a strong influence on their willingness to pay more for environmentally friendly products.

Fig: Conceptual Framework

Questions
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A structured non-disguised questionnaire was designed to gather the data required for this research. Prior to sending the survey, a pre-test was done and minor modifications were made. The questionnaire was divided into five parts. The first part measured Eco literacy, second part measured attitudes of consumers toward a variety of topics related to environment, third part of questionnaire measured behavior of respondents towards environment, fourth part measured consumer values and fifth part measured demographic characteristics: gender, marital status, age, income, family size, home ownership, education and employment status.

Hypothesis
H1.There is relationship between to knowledge and consumer willingness to pay more for environmentally friendly products. H2.There is relationships between consumer value and consumers willingness to pay more for environmentally friendly products. H3.There is relationship between consumer behavior and consumers willingness to pay more for environmentally friendly products. H4.There is relationship between consumer attitudes and consumers willingness to pay more for environmentally friendly products.

Research Methodology and procedure

The conceptual framework of the proposed study depicts the name of research variables and relationship within them. The research question and hypothesis clearly supports this model. In this study, to conduct this research we will use correlation study. Here we provided nineteen questions under dependent variable and independent variables to find out the perception about Consumers willingness to pay more for environmentally friendly products. So for this study have 5 independent variables and one dependent variable. Here the study wants to discover the association among these variables.

Sampling
For the study we have used random sampling method for this research.. The sample size was 20 where we picked both male and female from different ages and income. All of the respondendts are the residences in Dhaka, we gave the questionnaires and also give them instructions how to fill it. After that we observe how they respond towards the questionnaries that we provided to them.

Measurement instrument
To conduct this study we used a structured questionnaire. Each questions were measured using seven point likert scale where 1= strongly disagree to 7= strongly agree. Where fifteen of the 8

questions were directed at independent variables, four of the questions (questions 16, 17, 18, 19) were aimed at the dependent variable, which is consumer willingness to pay more for environmentally friendly products. Measurement questions to the participants: 1=Strongly Disagree 2=Moderately Disagree 3=Disagree 4=Neither Disagree nor agree 5=Agree 6=Moderately Agree 7=Strongly 1. Since we live in such a country, any pollution that we create is Easily spread out and therefore of no concern to me. 1 2 3 45 6 7 2. Our country has so many trees that there is no need to recycle paper. 1 2 3 4 5 6 7 3. Recycling will reduces pollution. 1 2 3 4 5 6 7 4. Recycling is important to save natural resources. 1 2 3 4 5 6 7 5. Recycling will save land that would be used as dumpsites. 1 2 3 4 5 6 7 6. Packaged food companies are acting responsibly toward the environment. 1 2 3 4 5 6 7 7. Paper companies are concerned about the environment. 1 2 3 4 5 6 7 8. Keeping separate piles of garbage for recycling is too much troubl1 2 3 4 5 6 7 9. Recycling is too much trouble. 1 2 3 4 5 6 7 10. I hate to wash out bottles for recycling. 1 2 3 4 5 6 7 11. Trying to control pollution is much more trouble than it is worth.1 2 3 4 5 6 7 12. Refusing to buy products from companies accused of being polluters. 1 2 3 4 5 6 7 13. Considering environmental issues when making a purchase. 1 2 3 4 5 6 7 14. I feel very excitement in participating environmental friendly activity 1 2 3 4 5 6 7 15. I am aware of environmental related issues 1 2 3 4 5 6 7 16. It is acceptable to pay 10 percent more for groceries that are Produced, processed, and packaged in an environmentally friendly way. 1 2 3 4 5 6 7 17.. I would accept paying 10 percent more taxes to pay for an environmental Cleanup program. 1 2 3 4 5 6 7 18. I would be willing to spend an extra 200 taka a week in order to buy less Environmentally harmful products. 1 2 3 4 5 6 7 19. Buying environmentally friendly products 1 2 3 4 5 6 7

Data AnalysisAfter successful collection of data we reviewed the raw data and revised it if it was necessary. This revised data was entered into SPSS 13.0 software for analysis. We have used 5 major statistical approaches for data analysis in SPSS software which are1. Frequencies statistics

2. Reliability analysis 3. Crosstabs 4. Correlations 5. Means

Frequency Analysis

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The frequency tables shows that out of the 20 group 1 respondents 11 are male and 9 are female. 13 of these 20 people fall 15-25 age group. 12 of these 20 people fall 5000-15000 taka group of income.(See Appendix 1)

Reliability analysis Attitude The above reliability test on the variable attitude which is based on question 1 to 11. According to Cronbachs Alpha () is sufficient reliability is 50 or above. In this test we get = 705 which is reliable.(See Appendix 2) Consumer behavior: The above reliability test is on the independent variable behavior which is based on question 1 to 11. According to Cronbachs Alpha () is sufficient reliability is 50 or above. In this test we get = 711 which is reliable.(See Appendix 2) Consumers willingness to pay more for environmentally friendly products The above reliability test is on the dependent variable consumers willingness to pay more for environmentally friendly products which is based on question 1 to 11. According to Cronbachs Alpha () is sufficient reliability is 50 or above. In this test we get = 671 which is reliable.(See Appendix 2) Crosstabs Considering environmental issues when making a purchase * I would be willing to spend an extra 200 taka a week in order to buy less Environmentally harmful products.(See Appendix 3) Out of 20 respondents 3 respondents agree in both the question which reffers that respondents behavior and willingness to pay extra for environmentaly friendly products equally.(See Appendix 3)

Crosstabs Recycling is too much trouble * I would accept paying 10% more taxes to pay for an environmental cleanup program The above table shows that there is significant pattern between benificer of recycling and consumer willingness to pay extracharge for an environmental cleanup program because here 3 people agree with cleanup program and 3 people also diagree that recycling is trouble maker.(See Appendix 3)

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Correlations
Pearson Correlation s Analysis Relationships between Knowledge and consumer willingness to pay more for environmentally friendly products P=0.078 =0.745 We know that P0 and anything less than .05 is significant (2 tailed). Here P is greater than 0 but the relationship between Variables is not significant there is a weak negligible relationship it reject the hypothesis that we stated. Consumers knowledge is not affect the consumer willingness to pay more.So,the hypothesis that we conclude H1 is rejected. (see Appendix4) Relationships between behavior and consumer willingness to pay more for environmentally friendly products We know that P0 and anything less than .05 is significant P=0.053 =0.824 (2 tailed). Here P is greater than 0 but the relationship between Variables is not significant there is a weak negligible relationship so it rejected the stated hypothesis. So, consumers behaviors is not affect the consumer willingness to pay more. So,the hypothesis that we conclude H3 is rejected. (see Appendix4) Relationships between values and consumer willingness to pay more for environmentally friendly products P=0.404 =0.077 We know that P0 and anything less than .05 is significant (2 tailed). Here P is greater than 0 but the relationship between Variables so there is a weak relationship. So, consumers an values is not affect the consumer willingness to pay more. So,the hypothesis that we conclude H2 is rejected. (see Appendix4) Relationships between attitudes and consumer willingness to pay more for environmentally friendly products P=0.256 =0.277

12

We know that P0 and anything less than .05 is significant (2 tailed). Here P is greater than 0 but the relationship between Variables so there is a weak, low relationship. So, consumers an attitude is not affect the consumer willingness to pay more. So,the hypothesis that we conclude H4 is rejected. (see Appendix 4)

Spearmans Correlation Analysis Relationships between attitudes and consumer willingness to pay more for environmentally friendly products P=0.309 =0.185 We know that P0 and anything less than .05 is significant (2 tailed). Here P is greater than 0 but the relationship between Variables so there is a weak relationship . So, consumers an attitude is not affect the consumer willingness to pay more. So,the hypothesis that we conclude H4 is rejected. (see Appendix 4) Relationships between values and consumer willingness to pay more for environmentally friendly products P=0.445 =0.049 The above table shows that P0 and is less than .05 so there is significant relation between values and consumer willingness to pay more for environmentally friendly products. So,the hypothesis that we conclude H2 is accepted. (see Appendix 4) Relationships between behavior and consumer willingness to pay more for environmentally friendly products P=0.195 =0.410 We know that P0 and anything less than .05 is significant (2 tailed). Here P is greater than 0 but the relationship between Variables so there is a weak relationship . So, consumers behaviour is not affect the consumer willingness to pay more for environmentally product. So,the hypothesis that we conclude H3 is rejected. (see Appendix 4)

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Relationships between Knowledge and consumer willingness to pay more for environmentally friendly products

P=0.150 =0.529 We know that P0 and anything less than .05 is significant (2 tailed). Here P is greater than 0 but the relationship between Variables so there is a weak relationship . So, consumers an knowledge is not affect the consumer willingness to pay more. So,the hypothesis that we conclude H1 is rejected. (see Appendix 4)

Mean
The above six tables shows the Mean and Std. deviation of all the independent variables individually against the dependent variables. (see Appendix 5)

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Limitations:
The survey which was done were taken into account only 5 independent variable and from our analysis we found some of the variable has a weak correlation with the dependent variable which is the consumer willingness to pay more for environmentally product.If we take more variable then we can conclude better research . Our sample was only 20 respondentswhich is very few .if we take into account more sample we can have better results.This type of research were few that was done we didnt get any proper information so there is lack of proper information in this field.To complete whole research time is too short which is a y important concern in doing this type of work. The more better technique can be implied such as focus group and depth interviews which would be able to evolve the true scenario of the research .

Conclusions:
By having analysis of the data that we got by having questions , it raises more questions .By having we found that only the variable values has a significant relationship with the consumers willingness to pay more to environmentally product .By analysis we also found the consumers group who are considering environmental issues when making purchase and they are willing to pay more for the green product .So the marketers need to concentrate on that focus group to increase their sale and make competitive advantage on that issues. This studies evolve the need to study further because the independent variable that we chhose is not giving us the relationship with the dependent variable and to find out more variable in relationship with the dependent variable. 15

References :
Alba , J.W. and Hutchinson,J.W.(1987) Dimensions of consumer expertise Journal of consumer research . vol 13 march.pp.411-54. Anderson ,T,jr and cunningham,W.H(1972). the socially consciuous consumer . journal of marketing vol.36 No.7 .pp23-31 3)Berkowitz,L, and Lutterman,K.G(1968) the traditional socially resposible persionality public opinion quarterly ,vol 32,pp169-85. Brooker ,G.(1976) the self actualizing socially conscious consumer journal of consumer research ,vol12.no.9 ,pp 1-16. Chan,k. (1999),Market segmentation of green consumers in hong kong ,journal of internation consumer marketing .vol,12 , no.2, pp7-24. Hair,J.F. Anderson ,R,E ,tatham ,R.L> and Black ,W.C (1998) ,Multivariate data analysis , 5Th ed., Macmillanm,New york ,NY>

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Appendix 1. Frequencies
Statistics N Valid Missing customer id 20 0 gender 20 0 age 20 0 income 20 0

Frequency Table

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customer id Frequency 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 20 Percent Valid Percent 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 5.0 100.0 100.0 Cumulative Percent 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 50.0 55.0 60.0 65.0 70.0 75.0 80.0 85.0 90.0 95.0 100.0

Valid

1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00 9.00 10.00 11.00 12.00 13.00 14.00 15.00 16.00 17.00 18.00 19.00 20.00 Total

gender Frequency Male 11 female 9 Total 20 Percent Valid Percent 55.0 55.0 45.0 45.0 100.0 100.0 Cumulative Percent 55.0 100.0

Valid

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age Frequency 15-25 13 26-35 7 Total 20 Percent Valid Percent 65.0 65.0 35.0 35.0 100.0 100.0 Cumulative Percent 65.0 100.0

Valid

Income
Frequenc y Vali d 5000-15000 12 16000-25000 7 26000-35000 1 Total 20 Perce nt 60.0 35.0 5.0 100.0 Valid Percent 60.0 35.0 5.0 100.0 Cumulative Percent 60.0 95.0 100.0

2. Reliability
Case Processing Summary N Cases Valid a Excluded Total 20 0 20 % 100.0 .0 100.0

a. Listwise deletion b ased on all variab les in the procedure.

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Reliability Statistics Cronb ach's Alp ha N of Items .705 11

Case Processing Summary N Cases Valid a Excluded Total 20 0 20 % 100.0 .0 100.0

a. Listwise deletion b ased on all variab les in the procedure.

Reliability Statistics Cronb ach's Alp ha N of Items .711 2

3. Crosstabs
Considering environmental issues when making a purchase * I would be willing to spend an extra 200 taka a week in order to buy less Environmentally harmful products.
Case Processing Summary Valid Percent 20 100.0% Cases Missing N Percent 0 .0% Total Percent 20 100.0%

N considering * i would b e

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c o ns ide ring * i w o uld be C ro s s ta bula tio n C o un t i wo uld b e ne ithe r s tro ng ly dis agre e dis ag re e d is agre e n o r agre e agre e c o n s ide ringm o d erate ly dis ag re e 0 0 0 1 dis ag re e 2 1 0 1 ne ithe r dis ag re e n o r 0 1 1 0 agre e agre e 1 0 1 3 m o d erate ly agre e 0 0 0 1 s tro ngly ag re e 1 0 0 0 T o tal 4 2 2 6

m o d erate ly agre e s tro n gly agre eT o tal 0 1 2 0 1 5 0 1 0 2 3 0 0 1 0 3 2 6 2 3 20

Crosstabs
Recycling is too much trouble * I would accept paying 10% more taxes to pay for an environmental cleanup program
Case Processing Summary Valid Percent 20 100.0% Cases Missing N Percent 0 .0% Total Percent 20 100.0%

N recycling * i would

r e c y c li n g * i w o u ld C r o s s ta b u la tio n C o un t i w o uld n e ith e r s tr o n g ly m o d e r a te ly d is ag r e e d is a g r e e d is a g r e e d is ag r e e n o r a g r e e ag r e e r e c y c lin g tr o n g ly d is ag r e e s 1 0 0 1 1 m o d e r ate ly d is a g r e e 0 0 0 0 1 d is ag r e e 0 1 1 0 3 n e ith e r d is ag r e e n o r 0 0 0 0 1 ag r e e ag r e e 0 0 2 0 1 m o d e r ate ly ag r e e 0 0 0 1 0 T o tal 1 1 3 2 7

m o d e r a te ly ag r e e s tr o n g ly 0 2 1 0 0 1 4

ag r e eT o tal 0 3 1 4 1 7 0 0 0 2 1 3 2 20

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4. Correlations
Correlations Consumer willingness to pay more for environmental ly friendly p roducts .078 .745 20 1

knowledges Pearson Correlation 1 Sig. (2-tailed) N 20 Consumer willingness Pearson Correlation .078 to pay more for Sig. (2-tailed) .745 environmentally friendly p roducts N 20 knowledges

20

Correlations Consumer willingness to p ay more for environmental ly friendly products .053 .824 20 1

b ehaviours Pearson Correlation 1 Sig. (2-tailed) N 20 Consumer willingness Pearson Correlation .053 to p ay more for Sig. (2-tailed) .824 environmentally friendly products N 20 behaviours

20

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Correlations Consumer willingness to p ay more for environmental ly friendly values p roducts values Pearson Correlation 1 .404 Sig. (2-tailed) .077 N 20 20 Consumer willingness Pearson Correlation .404 1 to pay more for Sig. (2-tailed) .077 environmentally friendly p roducts N 20 20 Correlations Consumer willingness to p ay more for environmental ly friendly p roducts .256 .277 20 1

attitudes Pearson Correlation 1 Sig. (2-tailed) N 20 Consumer willingness Pearson Correlation .256 to pay more for Sig. (2-tailed) .277 environmentally friendly p roducts N 20 attitudes

20

23

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Correlations Consumer willingness to pay more for environmental ly friendly p roducts .195 .410 20 1.000 . 20

Spearman's rho behaviours

behaviours Correlation Coefficient 1.000 Sig. (2-tailed) . N 20 Consumer willingness Correlation Coefficient .195 to pay more for Sig. (2-tailed) .410 environmentally friendly products N 20

Correlations Consumer willingness to pay more for environmental ly friendly p roducts .150 .529 20 1.000 . 20

Spearman's rho knowledges

knowledges Correlation Coefficient 1.000 Sig. (2-tailed) . N 20 Consumer willingness Correlation Coefficient .150 to pay more for Sig. (2-tailed) .529 environmentally friendly p roducts N 20

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5.Mean

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27

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1=Strongly Disagree 2=Moderately Disagree 3=Disagree 4=Neither Disagree nor agree 5=Agree 6=Moderately Agree 7=Strongly

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1.Since we live in such a country, any pollution that we create is Easily spread out and therefore of no concern to me. 1 2 3 4 5 6 7 2. Our country has so many trees that there is no need to recycle paper. 1 2 3 4 5 6 7 3. Recycling will reduces pollution. 1 2 3 4 5 6 7 4. Recycling is important to save natural resources. 1 2 3 4 5 6 7 5. Recycling will save land that would be used as dumpsites. 1 2 3 4 5 6 7 6. Packaged food companies are acting responsibly toward the environment. 1 2 3 4 5 6 7 7. Paper companies are concerned about the environment. 1 2 3 4 5 6 7 8. Keeping separate piles of garbage for recycling is too much troubl1 2 3 4 5 6 7 9. Recycling is too much trouble. 1 2 3 4 5 6 7 10. I hate to wash out bottles for recycling. 1 2 3 4 5 6 7 11. Trying to control pollution is much more trouble than it is worth.1 2 3 4 5 6 7 12. Refusing to buy products from companies accused of being polluters. 1 2 3 4 5 6 7 13. Considering environmental issues when making a purchase. 1 2 3 4 5 6 7 14. I feel very excitement in participating environmental friendly activity 1 2 3 4 5 6 7 15. I am aware of environmental related issues 1 2 3 4 5 6 7 16. It is acceptable to pay 10 percent more for groceries that are Produced, processed, and packaged in an environmentally friendly way. 1 2 3 4 5 6 7 17.. I would accept paying 10 percent more taxes to pay for an environmental Cleanup program. 1 2 3 4 5 6 7 18. I would be willing to spend an extra 200 taka a week in order to buy less Environmentally harmful products. 1 2 3 4 5 6 7 19. Buying environmentally friendly products 1 2 3 4 5 6 7

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