IDEAS home Printed from https://ideas.repec.org/a/adi/ijbess/v5y2023i3p32-41.html

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
    as

    Download full text from publisher

    File URL: https://bussecon.com/ojs/index.php/ijbes/article/view/432/218
    Download Restriction: no
    File URL: https://doi.org/10.36096/ijbes.v5i3.432
    Download Restriction: no
    File URL: https://libkey.io/10.36096/ijbes.v5i3.432?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Ghazali, Ezlika & Soon, Pat Chen & Mutum, Dilip S. & Nguyen, Bang, 2017. "Health and cosmetics: Investigating consumers’ values for buying organic personal care products," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 154-163.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Akanksha Saini & Abhishek Kumar & Saroj Kumar Mishra & Sanjay Kumar Kar & Rohit Bansal, 2024. "Do environment-friendly toys have a future? An empirical assessment of buyers' green toys decision-making," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(3), pages 5869-5889, March.
    2. Nur Ain Mohd Paiz & Mass Hareeza Ali & Abdul Rashid Abdullah & Zuraina Dato Mansor, 2021. "The Effects of Service Quality on Satisfaction and Purchase Intention in Mobile Commerce," International Journal of Business and Management, Canadian Center of Science and Education, vol. 15(4), pages 1-36, July.
    3. Victoria-Sophie Osburg & Iain Davies & Vignesh Yoganathan & Fraser McLeay, 2021. "Perspectives, Opportunities and Tensions in Ethical and Sustainable Luxury: Introduction to the Thematic Symposium," Journal of Business Ethics, Springer, vol. 169(2), pages 201-210, March.
    4. Sanjoy Kumar Roy & Amena Khatun, 2024. "Influencing factors for ready-to-cook food purchase intentions: a two-stage approach," SN Business & Economics, Springer, vol. 4(1), pages 1-31, January.
    5. Guo, Wenshan & Luo, Qiangqiang, 2023. "Investigating the impact of intelligent personal assistants on the purchase intentions of Generation Z consumers: The moderating role of brand credibility," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    6. Ree Chan Ho & Muslim Amin, 2023. "Exploring the role of commitment in potential absorptive capacity and its impact on new financial product knowledge: a social media banking perspective," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 585-598, September.
    7. Zollo, Lamberto & Carranza, Rocío & Faraoni, Monica & Díaz, Estrella & Martín-Consuegra, David, 2021. "What influences consumers’ intention to purchase organic personal care products? The role of social reassurance," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    8. Shakeel, Sabahat & Karim, Emadul, 2019. "Consumer Buying Behavior: Organic Cosmetics versus Non-Organic Cosmetics," MPRA Paper 109973, University Library of Munich, Germany, revised 30 Sep 2021.
    9. Ihsan Ullah Jan & Seonggoo Ji & Chankoo Yeo, 2019. "Values and Green Product Purchase Behavior: The Moderating Effects of the Role of Government and Media Exposure," Sustainability, MDPI, vol. 11(23), pages 1-16, November.
    10. Eunyoung Choi & Kun Chang Lee, 2019. "Effect of Trust in Domain-Specific Information of Safety, Brand Loyalty, and Perceived Value for Cosmetics on Purchase Intentions in Mobile E-Commerce Context," Sustainability, MDPI, vol. 11(22), pages 1-24, November.
    11. Norazira Mohd Abas & Nurul Zamratul Asyikin Ahmad & Ahmad Harith Syah Md Yusuf & Adi Hakim Talib & Ridzuan Adli Azidin, 2024. "The Clean Beauty: Factors Affecting Organic Cosmetics Purchase Intention among Malaysian Millennials," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(9), pages 3046-3055, September.
    12. Osarodion Ogiemwonyi & Muhammad Tahir Jan, 2025. "Causal analysis of social media on environmental and health concerns, attitudes, and social influence that leads to green purchase behavior," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 22(3), pages 713-749, September.
    13. Tan Pei Kian, 2021. "Consumer Purchase Intention for Organic Personal Care Product," GATR Journals jmmr283, Global Academy of Training and Research (GATR) Enterprise.
    14. Balween Kaur & Veer P. Gangwar & Ganesh Dash, 2022. "Green Marketing Strategies, Environmental Attitude, and Green Buying Intention: A Multi-Group Analysis in an Emerging Economy Context," Sustainability, MDPI, vol. 14(10), pages 1-16, May.
    15. Francesco Testa & Gaia Pretner & Roberta Iovino & Guia Bianchi & Sara Tessitore & Fabio Iraldo, 2021. "Drivers to green consumption: a systematic review," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(4), pages 4826-4880, April.
    16. Fraccascia, Luca & Ceccarelli, Gaia & Dangelico, Rosa Maria, 2023. "Green products from industrial symbiosis: Are consumers ready for them?," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    17. Ezlika M. Ghazali & Bang Nguyen & Dilip S. Mutum & Su-Fei Yap, 2019. "Pro-Environmental Behaviours and Value-Belief-Norm Theory: Assessing Unobserved Heterogeneity of Two Ethnic Groups," Sustainability, MDPI, vol. 11(12), pages 1-28, June.
    18. Fu, Shixuan & Zheng, Xiaojiang & Wang, Hongpeng & Luo, Yunzhong, 2023. "Fear appeals and coping appeals for health product promotion: Impulsive purchasing or psychological distancing?," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    19. Massoud Moslehpour & Panita Chaiyapruk & Sahand Faez & Wing-Keung Wong, 2021. "Generation Y’s Sustainable Purchasing Intention of Green Personal Care Products," Sustainability, MDPI, vol. 13(23), pages 1-14, December.
    20. Kumar, Sushant & Talwar, Shalini & Krishnan, Satish & Kaur, Puneet & Dhir, Amandeep, 2021. "Purchasing natural personal care products in the era of fake news? The moderation effect of brand trust," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:adi:ijbess:v:5:y:2023:i:3:p:32-41. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Umit Hacioglu (email available below). General contact details of provider: https://edirc.repec.org/data/ibihutr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.