Abstract
Since the emergence of negative issues about the environment, caused human awareness level began to emerge. The green lifestyle is now starting widely applied by the people. The purpose of this study is to build a research framework, which helps companies to generate green consumption intention through the predictors of environmental responsibility mediated by environmental concern and moderated by green product unavailability. This research is classified as quantitative that used associative design with case study approach on Nutrifood company. The research model used is Structural Equation Modeling with questionnaire survey method to compile data from 269 people who know and have looked for Nutrifood products in Indonesia. The findings of this study reveals that environment concern is an important precursor and intermediary that helps encourage green consumption intention through consumer environment responsibility. The green products unavailability has moderating role between environment responsibility and green consumption intentions.
Highlights
Since the last few years, global warming has always been controversial and has changed the pace the climate that affects all life on Earth
If we look at the previous research findings conducted by (Dagher et al, 2015; Khaola et al, 2014; Marcelino, 2020; Nilasari & Kusumadewi, 2016; Sreen et al, 2018; Zheng & Chi, 2015) show that the environment concern variable has a favorable impact on the intention to buy green product
The results reveal that environmentally responsible individuals show a greater tendency to develop green consumption intentions which in turn makes them describe green consumption behaviors such as buying green products
Summary
Since the last few years, global warming has always been controversial and has changed the pace the climate that affects all life on Earth. In the nine months that have been running in 2020, three of them breaking the record for the hottest average temperature These results show a dangerous trend of increasing temperatures will damage the Earth. Starting from the packaging which is mostly made of plastic material, to the waste its use has such a big impact on the environment. Repose on this phenomena, it would subsequently as a result of a rise in the number of businesses adopting the Green Company program in Indonesia, it attempts to decrease energy consumption and waste in the manufacturing process
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