CONSUMER VOICE TOWARDS ENVIRONMENTAL GREEN MOBILE

PHONE: A CASE OF UNIVERSITI TEKNOLOGI MALAYSIA STUDENTS

MAKHKAMOVA TAKHMINA

A dissertation submitted in partial fulfillment of the

requirements for the award of the degree of

Master of Science (Information Technology - Management)

Faculty of Computing

Universiti Teknologi Malaysia

FEBRUARY 2014

iii

This dissertation is dedicated to God Almighty, through His endless mercy and

support I gained strength, knowledge and guidance to complete my study.

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ACKNOWLEDGEMENT

I would like to acknowledge and extend my heartfelt gratitude to my supervisor

Dr Mohd Zaidi Abd Rozan for his vital encouragement, understanding, support,

valuable insights, and much needed motivation which resulted in successfully

completion of this dissertation. Last but not least, I would like to thank my family and

friends for their support, patience and consideration during the course of this

dissertation. Also, I wish to extend my utmost gratitude to all people who kindly

assisted me in completing this report; especially to the God who made all things

possible.

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ABSTRACT

Rapid growing of electronic products waste such as mobile phone has become a

main issue of waste stream in Malaysia. This can be explained by the fact that current

process of product development is lack of consumer voice which led to poor eco-design

of the green product in the marketplace. Therefore, this study aimed to investigate

consumer concerns and considerations towards environmental green mobile phone

which will better address consumer perspectives in the planning stage of product

development. This study applied quantitative methods of investigating consumer voice

for green definition of the mobile phone as well as main criteria that affect consumer

choice and consumer priority criteria for mobile phone green design idea. To achieve

assigned objectives, this study used exploratory Factor Analysis and Analytic Hierarchy

Process to determine priority of criteria for mobile phone green design idea. The

findings of the study revealed that consumer defined green mobile phone, that produce

the least amount of pollution and consumes the least amount of energy and resources.

Furthermore, consumer selected priority criteria is green mobile phone that has higher

quality with innovative features and it is considerably safe to the living environment,

with energy efficiency and resource efficiency features but with considerably lower

price. The implication of this study proposed an approach of eliciting consumer voice in

the planning stage of the product development which assist designer to take into account

consumer voice for environmental green mobile phone eco-design development. The

results of the study recommended further research in exploration of consumer

perspective in design for recycling, design for waste reduction as well as design for

reuse by using the proposed approach.

vi

ABSTRAK

Kadar peningkatan alatan eletronik e-sisa yang mendadak seperti telefon bimbit

menjadi isu utama dalam pengurusan sisa di Malaysia. Fenomena ini terjadi disebabkan

kurangnya perhatian terhadap suara pengguna di dalam proses penghasilan produk yang

seterusnya membawa kepada reka bentuk yang yang tidak mesra alam di pasaran. Oleh

itu, kajian ini adalah bertujuan untuk menyelidik isu pengguna dalam

mempertimbangkan telefon bimbit yang mesra alam di peringkat perancangan dalam

pembangunan produk. Kajian ini menggunakan kaedah kuantitatif dalam menyelidik

definisi telefon bimbit mesra alam dan ciri-ciri yang mempengaruhi pilihan pengguna

untuk reka bentuk telefon bimbit ini. Kajian ini turut menggunakan kaedah analisis

faktor penerokaan bagi mendapat keputusan ciri-ciri tersebut. Selain itu, Analytic

Hierarchy Proces sturut dig unakan bagi menentukan ciri-ciri yang utama yang perlu

dalam reka bentuk telefon bimbit yang mesra alam. Penemuan daripada kajian ini

mendapati, pengguna memberi definisi telefon bimbit mesra alam sebagai alat yang

menghasilkan pencemaran yang rendah dan menggunakan tenaga dan sumber yang

sedikit. Tambahan pula, kajian ini turut menemukan ciri-ciri utama pilihan pengguna

tentang telefon bimbit mesra alam yang berkualiti tinggi dengan ciri-ciri inovasi dan

mempertimbangkan keselamatan persekitaran, dengan tenaga dan sumber yang efisien

tetapi dengan harga yang rendah. Dari kajian ini, dicadangkan pendekatan bagi

mendapatkan suara pengguna di peringkat perancangan dalam pembangunan produk

yang membantu pereka bentuk mempertimbangkan nilai mesra alam dalam

menghasilkan telefon bimbit.

.

vii

TABLE OF CONTENTS

CHAPTER TITLE PAGE

DECLARATION ii

DEDICATION iii

ACKNOWLEDGMENT iv

ABSTRACT v

ABSTRAK vi

TABLE OF CONTENTS vii

LIST OF TABLES xi

LIST OF FIGURES xii

1 INTRODUCTION

1.1 Introduction 1

1.2 Problem Background 2

1.3 Problem Statement 3

1.4 Research questions 3

1.5 Aim of the study 3

1.6 Objective of the study 4

1.7 Significance of the study 4

1.8 Scope of the study 4

1.9 Methodology 4

1.10 Chapter Summary 5

2 LITERATURE REVIEW

2.1 Introduction 6

2.2 Definition of key terms 7

2.2.1 Green mobile phone definition 7

2.2.2 Green design definition 11

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2.2.3 Green mobile phone design definition 11

2.3 User related concept 12

2.3.1 Voice of the consumer for green mobile phone 12

2.3.2 Green design criteria for mobile phone 13

2.3.3 Consumer awareness for green mobile phone 15

2.3.4 Companies green initiatives 16

2.4 Environmental related concept 17

2.4.1 Green product development process 18

2.4.2 Consumer consideration towards green product 18

2.4.3 Green design process for mobile phone 20

2.5 Methodology review 21

2.5.1 QFD and AHP methodology comparison 21

2.5.2 AHP for analyzing consumer consideration 22

2.6 Chapter summary 24

3 METHODOLOGY

3.1 Introduction 25

3.2 Methodology 27

3.3 Determine criteria for developing a green mobile phone 29

3.4 Eliciting significant criteria from multiple sub-items 29

3.5 Perform pair-wise comparison of selected criteria 30

3.6 Develop Hierarchical Model 30

3.6.1 Construct a pair-wise comparison 31

3.6.2 Perform judgment of pair-wise comparison 31

3.6.3 Synthesize the pair-wise comparison 32

3.6.4 Perform the consistency test ratio 32

3.6.5 Develop overall priority ranking 32

3.6.6 Select the best design idea for green mobile phone 32

3.7 Determine mobile phone green definition and main

evaluative criteria 33

3.8 Determine criteria, sub-criteria and alternatives weights 34

3.9 Sampling strategy 35

3.10 Chapter summary 37

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4 DATA ANALYSIS

4.1 Introduction 38

4.2 Determine definition for green mobile phone 41

4.3 Define consumer criteria choice 43

4.3.1 Extraction and Rotation 45

4.3.2 Components Loadings 50

4.2.3 Chi Square Test-Goodness of Fit 50

4.3 Determine consumer preferred features 51

4.5 Summary of the data analysis 53

4.6 Findings from the second set of questionnaire 53

4.7 Determine factor loading for criteria and sub-criteria 54

4.8 Construct hierarchy structure of the decision making 59

4.8.1 Pair-wise comparison of the criteria 62

4.8.2 Synthesizing the pair-wise comparison 62

4.8.3 Consistency verification 63

4.9 Selection of the design idea for green mobile phone 68

4.10 Summary of the data analysis 68

4.11 Summary of the findings 69

5 ANALYSIS OF DATA AND FINDINGS

5.1 Introduction 70

5.2 Consumer considered mobile phone green definition 70

5.3 Consumer selected criteria that affect their choice 72

5.4 Design idea for green mobile phone 75

5.5 Outcome for Environmentally green mobile phone 76

5.6 Prototype as a proof for mobile phone green design idea 78

5.7 Summary 79

6 CONCLUSION

6.1 Introduction 80

6.2 Concluding Remarks 80

6.3 Limitations of the Study 81

6.4 Implications of the Study 82

x

6.5 Future work 82

REFERENCES 83

APENDICES A-D 91-130

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LIST OF TABLES

TABLE NO TITLE PAGE

2.1 Literature Findings 9

2.2 Voice of Customer for green mobile phone design 13

3.1 Description of the phases 26

3.2 Saaty’s 9 point ranking scale 30

4.1 Number of questionnaire distributed and returned 39

4.2 KMO and Barlett’s test of sampling adequacy 46

4.3 Correlation Matrix 47

4.4 Communalities 47

4.5 Total Variance Explained 49

4.6 Rotated Component Matrix 49

4.7 Test Statistics 50

4.8 Number of questionnaire distributed and returned 53

4.9 KMO and Bartlett’s Test 54

4.10 Total Variance Explained 55

4.11 Rotated Component Matrix 55

4.12 Sub-Items Loadings 56

4.13 Cronbach Alpha reliability test 56

4.14 Summary of factor loading for criteria and sub-criteria 58

4.15 Pair-wise comparison of criteria 62

4.16 Synthesized matrix for the criteria 63

4.17 Calculation to get a new vector 64

4.18 Random index 64

4.19 Overall priority vectors for the criteria, sub-criteria,

r and alternatives 66

4.20 Overall priority vectors for the Design idea

alternatives with respect to six criteria 67

4.21 Alternatives ranking

67

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LIST OF FIGURES

FIGURE NO TITLE PAGE

2.1 Literature map 7

2.2 Criteria affecting consumer choice 14

2.3 Conversion of new product development process 18

2.4 Unbalance flow of information among manufacturer,

consumer, government 19

2.5 Design process 21

3.1 Research process 28

3.2 Example of Analytic Hierarchy Process structure 31

3.3 Example of Pair-wise comparison matrix 31

3.4 Data collection procedure 33

4.1 Survey process 39

4.2 Respondents’ gender 40

4.3 Respondents’ level of education 40

4.4 Respondents familiarity with green mobile phone 41

4.5 Green mobile phone definition 42

4.6 Consumer evaluative criteria for green mobile phone 44

4.7 Scree Plot test illustrations 48

4.8 Consumer preferred features for green mobile phone 52

4.9 Hierarchy structure of the decision making 59

5.1 Criteria affecting consumer choice 75

5.2 Process of eliciting consumer voice 77

1

CHAPTER 1

1.1 Introduction

Young people tend to use cell phones more than older generations in their day-

to-day lives. They represent a key target market for cell phone marketing, and most of

them grew up in the technological age. According to Business Monitor International

(2011), the number of mobile phone users in Malaysia is estimated at 33.9 million in

2010 and this number is constantly increasing. However, increased consumption for

electronics including mobile phone products resulted in increasing waste and pollution

to the environment (Sheng et al., 2013).

Consequence of increasing environmental pollution has lead to increasing

consumers’ concern and awareness of various environmental issues (Sakao & Fargnoli,

2013). This also influenced consumer to demand from companies to produce high

quality products which are consistent with environmental standards as well as

satisfying their needs (Chang & Fong, 2010). Although many mobile companies like

Samsung, Motorola, Nokia constantly developing their products by elimination of

hazardous substances which is harmful to the environment, user related perspective that

mainly influences market demand remains unaddressed. The result of the findings

showed that manufacturers performance for developing greenproduct put relatively low

effort on consumer side which caused consumer dissatisfaction (Sakao & Fargnoli,

2013). Since consumer play important role inproduct development process which

mainly express priority criteria for various environmental issues (Tsai, 2012), this study

aims to determine priority of the consumer choice criteria for environmental green

mobile phone which mainly contributeconsumer longer usageby identifying consumer

needs for environmental preservation as well as allowing to gain competitive

advantages in marketplace.

2

Furthermore, prioritizing consumer criteria choice for environmental green

mobile phone help researcher to come up with green design idea alternatives which aid

design engineer to select the most appropriate design idea for developing

environmental green mobile phone.It is expected that the results of this study could

help developers and design engineer to develop environmental green mobile phone eco-

design that could promote consumer longer usage and less frequent disposal.

1.2 Background of the problem

Environmental issues such as the problem of E-waste in Asian countries like

China, India, Indonesia and Malaysia is increasing. One of the reasons is growing

number of electronic industries. On the other hand, rapid development of new

electronic products, that contributed to high consumption of the new products and

falling prices which consequently resultedin fastest growing e-waste of the obsolescent

electronic devices. Cellular phones have been recognized as a rapid growing

component of the solid-waste stream in developing and developed countries. The

impact of e-waste considered to be dangerous not only to the environment but to human

health as well since certain components of electronics contains toxic materials

increasing risk to surrounding living environment (Maheshwari et al., 2013).According

to the findings obtained from a survey, Malaysia is generated 1.1 million tonnes of e-

waste only in 2008 and this number is constantly increasing (Pariatamby & Victor,

2013). Due to this, Malaysian government adopted several significant polices towards

environmental protection to promote green technology within country. This includes:

Increasing production of local Green Technology products

Larger local market shares in Green Technology

Become as a major producer of Green Technology in the global market. (Chua

& Oh, 2011).

However, there are certain challenges that many company faces, are lack of

criteria and definition of the green mobile phone product which could help companies

3

to develop better strategy for sustainable development of the green mobile phone in the

marketplace. Some companies emphasize that lack of clear definition of what criteria a

green product needs to meet, creates uncertainty that could not direct companies

towards successfully developing a green product in Malaysian market. According to the

WECAM's Secretary General Piarapakaran Subramanian statement: “The research

should identify 'green initiative' products that would encourage the emergence of

sustainable consumers with technology” (Euromonitor International, 2012).

1.3 Problem statement

Lack of consumer consideration of environmental value of the mobile phone tec

hnology has become the main barrier for sustainable development of the green mobile p

hone in the marketplace.

1.4 Research questions

1. How does consumer define green product?

2. What kind of criteria and preferences should be considered from the consumers’

point of view?

3. How AHP approach can assist to deal with complex problems with many

criteria and alternatives to be considered?

1.5 Aim of the study

This study aims to investigateconsumer consideration towards environmental

green mobile phone which will help to better understand and address consumers’

perspective in the development of green mobile phone.

4

1.6 Objectives of the study

1. To identify mobile phone green definition based on the consumer consideration

2. To identify consumer choice criteria for green mobile phone

3. To prioritize consumer criteria choice for various design alternatives

4. To develop aprototype as a proof for proposed green mobile phone design idea.

1.7 Significance of the study

It is expected that this study would aid companies, industries, developers, and

business organizations to develop environmental green mobile phone eco-design that

could promote consumer longer usage and less frequent replacement.

1.8 Scope of the study

The scope of the thesis is as below:

1. It covers only UTM students of Skudai Campus, Johor, Malaysia.

2. It focuses on green mobile phone.

3. And lastly, it considers consumer selected criteria and definition for green

mobile phone.

1.9 Methodology

With the purpose of reaching first and second objectives; firstly, we used

literature review to collect relevant information and afterwards distributed

questionnaires to carry outa survey to determine significant variables. Obtained data

were analysed using exploratory factor analysis for data reduction as the number of

5

variables for the green mobile phone were abundant with multiple sub items, thus from

the first set of questionnaires we applied factor analysis to remove redundant and

insignificant variables for further analysis. As exploratory factor analysis is a complex,

multi-step process; essentially, the main role of using factor analysis is to explore

significant numberof variables and their interrelationships.

In order to achieve the third objective, we also, applied Analytical Hierarchy

Process - AHP approach to develop a decision-making method to make better and

informed decisions in selecting the most appropriate design concept for green mobile

phone. The proposed method utilizes all natures of the AHP to make paired

comparisons based on Saaty`s 9 point ranking scale to evaluate consumer green

consideration for mobile phone. This method is used to cope with Multi-Criteria

Decision Making matters. The main advantages of applying AHP are:

Enable complex problems with many criteria and alternatives to be solved.

Can deal with tangible and intangible attributes

Take into account qualitative and quantitative factors

Easy to refer to previous pair-wise comparisons while making judgment

1.10 Chapter summary

In the first chapter a brief introduction about the research and how research is

going to be executed had been discussed. The problem background and the main

statements have also been discussed in this chapter to give an introduction of the

research and to explain why this study has been proposed. It is expected that, by

completion of this study, the objectives and aims of the research would be achieved.

83

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