Green Consumerism in Indonesia

Abstract

Green consumerism contributes to the preservation of the sustainability development in the future. The use of green products is part of the pro-environmental behavior that plays an important role in reducing the amount of waste, sustainable development, and saving resources. This study aims to determine the effects of attitude, subjective norm, and perceived control behavior on green consumerism in Indonesia with green purchase intention as an intervening variable. This research is a quantitative study by distributing questionnaires to respondents with good understanding of the concept of green or eco-friendly products and data processing is done by path analysis. Results showed that attitude and perceived control behavior affect green purchase intention while subjective norm does not. Attitude, subjective norm and perceived control behavior do not directly influence green consumerism. This study shows that the intention to buy green products and adopt green consumerism is influenced by internal consumer factors.