Behavior’s Green Consumer Model Development (Green Consumer Study in North Sulawesi, Indonesia)

Henry J. D. Tamboto ,Allen Manongko

doi:10.7176/ejbm/11-27-15

Abstract

The purpose of this study is to analyze and explain the relationships and effects of green marketing, theory of planned behavior on green consumerism and environmental sustainability through green consumer behavior. The research design uses a quantitative approach through survey methods. The population in this study are consumers who buy and are willing to conduct interviews about green products in modern markets and souvenirs in a number of districts / cities in North Sulawesi province. The research sample analyzed was 381 respondents. Sampling using a purposive sampling technique with data analysis techniques using structural equation models with the help of AMOS, SPSS, and Ms Exel programs. A number of variables in this study are green marketing, theory of planned behavior, green consumer behavior, green consumerism and environmental sustainability.The research findings produce: 1) Equation 1 formed Y1 = 0.408 X1 + 0.195 X2, meaning that green marketing and the theory of planned behavior have a positive relationship and have a significant effect on green consumer behavior; 2) Persuasion 2 is formed Y2 = 0.137 X1 + 0.130 X2 + 0.489 Y1, meaning green marketing and theory of planned behavior have a positive relationship and have a significant effect on green consumerism through green consumer behavior; 3) Perservation 3 is formed Y3 = 0.122 X1 + 0.021 X2 + 0.570 Y1, meaning that green marketing and theory of planned behavior have a positive relationship and have a significant effect on environmental sustainability through green consumer behavior. With the findings of this study, it can be concluded that the green consumer behavior model is a model that can be considered in developing green product development strategies. Keywords : Green Marketing, Theory of Planned Behaviour, Green consumer behavior, Green consumerism, Environmental sustainability DOI : 10.7176/EJBM/11-27-15 Publication date :September 30 th 2019

Highlights

In recent years the level of awareness of the world community on the importance of a sustainable, healthy and green environment tends to increase
1Based on the results and discussion, several things that can be concluded related to the development of the green consumer behavior model in North Sulawesi are as follows: 1. Research findings prove that green marketing has a positive relationship and a significant influence on green consumerism with green consumer behavior as a mediating variable
Research findings prove that the theory of planned behavior has a positive relationship and a significant influence on green consumerism with green consumer behavior as a mediating variable 3

Summary

Introduction

In recent years the level of awareness of the world community on the importance of a sustainable, healthy and green environment tends to increase. Many consumers have realized that their consumption patterns can have a direct impact on many environmental problems They apply this awareness to their consumption patterns by considering environmental issues in shopping, such as paying attention to whether the packaging of a product can be recycled or not (Laroche et al, 2001). This situation is a challenge for marketers to be able to meet the increasing demand by remaining socially responsible and environmentally responsible, ie maintaining environmental sustainability (Istantia et al 2016; Nair & Maram, 2015). Green marketing refers to holistic marketing where marketing activities utilize limited resources (Anika, 2014), applied by the company and will provide encouragement to consumers who are selective in purchasing products so that the products produced by companies that implement these concepts will be more sought after and liked by consumers

Objectives

Methods

Discussion

Conclusion