Consumers' Green Purchase Behavior in West Java, Indonesia: Applying The Theory of Planned Behavior

Abstract

According to a survey conducted by WWF Indonesia and Nielsen, 63 percent of Indonesians are willing to pay a premium price for green products. However, there are still several elements that prevent people from using green products. In 2018, sales green products only reached 22.30% compared to sales of conventional product categories of 47.3%. This study uses a theoretical framework of planned behavior (TPB) to understand consumer behavior towards green purchase behavior in Indonesia, particularly in West Java. Previous studies used TPB to predict consumer behavior, but TPB was used to predict green purchase behavior in this study to help industries and companies in determining effective marketing strategies to shape green purchase behavior as part of solution for environmental problems in West Java, Indonesia. By conducting an online survey of 257 respondents in West Java, it was found that the attitude of green purchase behavior has a positive effect on green purchase intention. Furthermore, the attitude of green purchase behavior is positively influenced by behavioral beliefs and control beliefs but not influenced by normative beliefs.