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Analysis of consumer purchase behavior of green products in Indonesia

Author

Listed:
  • Ditha Delima Zaslya Musa

    (Faculty of Business & Economics, Universitas Islam Indonesia)

  • Arif Hartono

    (Faculty of Business & Economics, Universitas Islam Indonesia)

Abstract

The environmental damage that has occurred so far has sparked concern and concern for the global community. The problem of environmental damage has also received the attention of the wider community, especially Indonesian consumers, starting from air pollution, water pollution, and most phenomenal is the problem of waste pollution. This paper aims to investigate the effects of consumer buying behavior on green products in Indonesia by linking several variables, including prosocial attitudes, green consumption values, and green communication. We conducted questionnaires and obtained data from 220 respondents, which were processed using PLS-SEM. We employed a hybrid analytics method, namely descriptive and statistical analysis using SmartPLS 3. This study shows that (i) prosocial attitudes significantly had a positive effect on green consumption value, (ii) green consumption value significantly had a positive effect on green communication, and (iii) green consumption value significantly had a positive effect on purchasing behavior. Finally, (iv) green communication positively affected purchasing behavior. Lastly, this study provides practical insights into identifying innovation opportunities for green products. Understanding consumer preferences and behavior toward green products enable managers to make effective and competitive marketing and branding decisions.

Suggested Citation

  • Ditha Delima Zaslya Musa & Arif Hartono, 2023. "Analysis of consumer purchase behavior of green products in Indonesia," International Journal of Business Ecosystem & Strategy (2687-2293), Bussecon International Academy, vol. 5(3), pages 32-41, July.
    • Handle: RePEc:adi:ijbess:v:5:y:2023:i:3:p:32-41
    DOI: 10.36096/ijbes.v5i3.432
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