Green Purchasing Behavior in the Era of Covid-19 Pandemic

Abstract

Environmental sustainability in recent years has become the focus of discussion in many media, no longer it is merely the problem of physical environmental damage such as waste, forest damage and global warming, but has evolved towards discussing changes in human behavior in consuming products concerning to the consumption of environmentally friendly products/green products. Green purchasing behavior is buying behavior that in the purchasing decision process, it considers environmental sustainability. The COVID-19 pandemic that has hit the world has an impact on various sectors of human life, including changing people's buying behavior. This study aims to analyze the influence of the Covid-19 Pandemic, Environmental Knowledge, Perceived Seriousness of Environmental Problems, Consumers Attitudes toward The Environment, Green Product Oriented and Social Influence on Green Purchasing Behavior. This research type is a quantitative research with 7 variables and 111 respondents. The population in this study is the people of the Special Region of Yogyakarta. Data were collected from September to November 2022. The sampling is using nonprobability sampling method with purposive sampling technique. Hypothesis testing used t-test (partial test) and F-tes (simultaneous test). The results of the study conclude that partially Environmental Knowledge, Consumers Attitudes toward The Environment, and Social Influence have a significant effect on Green Purchasing Behavior, while the Covid-19 Pandemic, Perceived Seriousness of Environmental Problems and Green Product Orientation variables have no significant effect on Green Purchasing Behavior. Overall, all variables have an effect of 37.3% on the Green Purchasing Behavior variable.