Exploring Malaysian Household Consumers Acceptance towards Eco-friendly Laundry Detergent Powders (original) (raw)
2015, Asian Social Science
Due to the current environmental pressures and ever-rising prices of petrochemical feedstock, the detergent industry is gradually moving towards the development of green and eco-friendly products. However, besides the production cost, the challenge for today's detergent formulators still lies in increasing the quantity of green and eco-friendly surfactants in laundry detergent formulations without compromising their performance. Realizing this, research was undertaken to develop the Asian market preferred low-density laundry detergent powders by incorporating green palm oil based surfactant (known as MES) and also by eliminating the use of environmentally damaging phosphate-builders in the detergent formulation. Prior to commercialization of this newly developed eco-friendly low-density laundry detergent powder, a pilot survey was attempted over 112 respondents using mall-intercept approach in one of the popular shopping complex in Kuala Lumpur city with the aim to study consumers' preferences (format, brand, origin) and their purchasing behaviour (awareness/knowledge and perception) towards both commercial and MES based laundry detergent powders. The pilot survey results have indicated that the majority of respondents has high affinity towards green and environmental benefits offered by MES based laundry detergent powders. These positive results imply huge market potential for MES based laundry detergent powders and through effective marketing strategies and product awareness activities, this product is likely to attain success in the marketplace.
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