Attitude and perception towards green products in Macao: An exploratory study

This paper reports on the attitude and perception towards green products among Macao residents. Renowned for its prosperous casino industry, the ex-Portuguese colony in the South China Sea is currently at a growth stage with investments to develop mega-resorts and gaming facilities in the coming years. The booming economic growth has brought an unprecedented well-being and also put severe strain on the region's limited natural resources. In spite of the recent efforts to address the issue, limited research has been published with reference to attitude and perception of the local population towards environmentally friendly purchases. To address this gap in literature, a questionnaire distributed to 203 Macao residents is analyzed. The result suggests that when it comes to choose green products over non-green products consumers in Macao feel they do not have many choices in local shops. The attitude of the residents towards the environment contributes significantly to the intention to purchase green products and pay higher prices for the sake of the environment, but their willingness to pay a premium for going green varies by product category. This study also provides basic consumer insights to firms wishing to introduce and market eco-friendly products in the Territory.