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Environmental Care Attitudes and Intention to Purchase Green Products: Impact of Environmental Knowledge, Word of Mouth, and Green Marketing

Author

Listed:
  • Megawati Simanjuntak

    (Department Family and Consumer Sciences, IPB University (Bogor Agricultural University), Bogor 16114, Indonesia)

  • Nidya Luthfi Nafila

    (Department Family and Consumer Sciences, IPB University (Bogor Agricultural University), Bogor 16114, Indonesia)

  • Lilik Noor Yuliati

    (Department Family and Consumer Sciences, IPB University (Bogor Agricultural University), Bogor 16114, Indonesia)

  • Irni Rahmayani Johan

    (Department Family and Consumer Sciences, IPB University (Bogor Agricultural University), Bogor 16114, Indonesia)

  • Mukhamad Najib

    (Department of Management, IPB University (Bogor Agricultural University), Bogor 16114, Indonesia)

  • Mohamad Fazli Sabri

    (Department of Resource Management and Consumer Studies, Universiti Putra Malaysia, Serdang 43400, Malaysia)

Abstract

The intention to purchase green products cannot be separated from environmental consciousness among people. This study analyzes the effect of environmental knowledge, word of mouth (WOM), and green marketing on environmental care attitudes and the intention to purchase green products. A total of 159 valid questionnaires were analyzed with structural equation modeling. The empirical results indicate that environmental knowledge significantly affects environmental care attitudes. In addition, green marketing and environmental concerns significantly and positively affect the intention to purchase green products. Meanwhile, WOM and green marketing do not significantly affect environmental care attitudes. Similarly, environmental knowledge and WOM do not significantly affect the intention to purchase green products. Finally, managerial implications for the government and business were formulated.

Suggested Citation

  • Megawati Simanjuntak & Nidya Luthfi Nafila & Lilik Noor Yuliati & Irni Rahmayani Johan & Mukhamad Najib & Mohamad Fazli Sabri, 2023. "Environmental Care Attitudes and Intention to Purchase Green Products: Impact of Environmental Knowledge, Word of Mouth, and Green Marketing," Sustainability, MDPI, vol. 15(6), pages 1-16, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:6:p:5445-:d:1101999
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    References listed on IDEAS

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    Cited by:

    1. Shih-Wei Wu & Pei-Yun Chiang, 2023. "Exploring the Mediating Effects of the Theory of Planned Behavior on the Relationships between Environmental Awareness, Green Advocacy, and Green Self-Efficacy on the Green Word-of-Mouth Intention," Sustainability, MDPI, vol. 15(16), pages 1-27, August.
    2. Hanli Hu & Yu Cao & Dan Yi & Qingsong Li, 2023. "How to Distribute Green Products in Competition with Brown Products? Direct Selling versus Agent Selling?," Sustainability, MDPI, vol. 15(14), pages 1-22, July.

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