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Understanding the Consumers’ Behavior Intention in Using Green Ecolabel Product through Pro-Environmental Planned Behavior Model in Developing and Developed Regions: Lessons Learned from Taiwan and Indonesia

Author

Listed:
  • Ilma Mufidah

    (Department of Industrial Management, National Taiwan University of Science and Technology, 43, Keelung Rd, Da’an Dist, Taipei 106, Taiwan
    Department of Industrial Engineering, Telkom University, Bandung 40257, Indonesia)

  • Bernard C. Jiang

    (Department of Industrial Management, National Taiwan University of Science and Technology, 43, Keelung Rd, Da’an Dist, Taipei 106, Taiwan)

  • Shu-Chiang Lin

    (Department of Industrial Management, National Taiwan University of Science and Technology, 43, Keelung Rd, Da’an Dist, Taipei 106, Taiwan)

  • Jacky Chin

    (Department of Industrial Management, National Taiwan University of Science and Technology, 43, Keelung Rd, Da’an Dist, Taipei 106, Taiwan
    Department of Mechanical Engineering, Atma Jaya Catholic University, Jakarta 12930, Indonesia)

  • Yulia Puspa Rachmaniati

    (Department of Industrial Management, National Taiwan University of Science and Technology, 43, Keelung Rd, Da’an Dist, Taipei 106, Taiwan)

  • Satria Fadil Persada

    (Department of Business Management, Institut Teknologi Sepuluh Nopember (ITS), Surabaya 60111, Indonesia)

Abstract

An ecolabel product is an environmentally friendly substance that can be selected to maintain environmental sustainability. Both developed and developing regions are promoting the use of green products. The current study aimed to know the behavior intention on ecolabel product usage from citizens in developing and developed regions. The extended Theory of Planned Behavior, known as Pro-Environmental Planned Behavior Model (PEPB), was used as the assessment model. Two questionnaire surveys were conducted to extract the necessary information for analyzing user’s behavior intention in two different regions. Taiwan and Indonesia were selected as case studies of developed and developing regions, respectively. Structural Equation Modeling (SEM) was used to analyze the proposed model and the result reveals that the model explains 49% of behavior intention to use ecolabel product in Taiwan’s case and 72% in Indonesia’s case. The findings revealed that attitude (AT) is the key factor to determine the behavioral intention (BI) in both Taiwan and Indonesia. Several practical recommendations based on the finding can be considered as input for the governments and related agencies to persuade manufacturing companies to produce more ecolabel products. Increased citizens’ intention to use ecolabel products help the company to reach broader target market and provide incentives to manufacturing companies to produce more environmentally friendly products.

Suggested Citation

  • Ilma Mufidah & Bernard C. Jiang & Shu-Chiang Lin & Jacky Chin & Yulia Puspa Rachmaniati & Satria Fadil Persada, 2018. "Understanding the Consumers’ Behavior Intention in Using Green Ecolabel Product through Pro-Environmental Planned Behavior Model in Developing and Developed Regions: Lessons Learned from Taiwan and In," Sustainability, MDPI, vol. 10(5), pages 1-15, May.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:5:p:1423-:d:144510
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    References listed on IDEAS

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