Antecedent of green purchase behavior: Cases of Indonesia

Uce Karna Suganda,Mularia Priska Theresia,Herrisa Azhalia Wijaya

doi:10.36096/ijbes.v4i1.306

Uce Karna Suganda, Mularia Priska Theresia + Show 1 more

Open Access

https://doi.org/10.36096/ijbes.v4i1.306

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Abstract

The use of a product that is not environmentally friendly has become a crucial issue in preserving the environment. The waste from marketing activities, such as plastic waste, is currently becoming a threat to the environment and the economic sector. Companies must understand this problem and respond to it by providing products or services that can minimize environmental damage. The purpose of this study is to examine the influence of green knowledge, green brand, and willingness to be environmentally friendly toward a green purchase behavior. The object of this study is consumers in Bandung City, Indonesia, who have the experience of purchasing environmentally-friendly products such as eco-bag (shopping bags) as a means to minimize plastic waste. This study uses a quantitative method with explanatory research. The samples are taken from 125 respondents who were collected in three days in different places. The results of this study indicate that there is a quite high influence of green knowledge, green brand, and willingness to be environmentally friendly in explaining consumer purchasing behavior. This study provides the implication that in order to increase the purchase of green products, companies need to educate consumers regarding the benefits of using an environmentally-friendly product and provide a brand image that can support and promote green marketing.

Highlights

The condition of the environment has become a concern from various parties, including the government, business actors or entrepreneurs, and consumers
The main purpose of this study is to understand the determinants of green purchase behavior in Indonesia
This study has provided an understanding of the role of green knowledge, green brand, and willingness to be environmentally friendly in influencing consumer green purchase behavior

Summary

Introduction

The condition of the environment has become a concern from various parties, including the government, business actors or entrepreneurs, and consumers. The marketing field are seen as partly responsible for environmental damage, because of its activities that can lead to consumption and waste. The concern towards the environment nowadays requires this field to move to a concept called green marketing or sustainable marketing, which includes the shift of conventional purchase behavior that does not pay attention to the environment to be green purchase behavior (Quoquab & Mohammad, 2016; Jaini et al, 2020). Companies will be able to sustain only if the products they offered are being purchased and used regularly by consumers Regarding this issue, a number of studies have shown that consumer awareness towards the environmental issue is not in line with green product purchase or green purchase behavior. It becomes important to understand and examine the factors that can influence individual to carry out green purchase behavior

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