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Green Marketing Strategy: Factors Influencing Green Purchase Intention in the Decision to Use a Solar Power Plant (PLTS) in Palembang City

In: Proceedings of the 1st Bengkulu International Conference on Economics, Management, Business and Accounting (BICEMBA 2023)

Author

Listed:
  • Nehemia Indrajaya

    (Universitas Sriwijaya, Faculty of Economics and Business)

  • Badia Perizade

    (Universitas Sriwijaya, Faculty of Economics and Business)

  • Zakaria Wahab

    (Universitas Sriwijaya, Faculty of Economics and Business)

  • Muchsin Saggaff Shihab

    (Universitas Sriwijaya, Faculty of Economics and Business)

Abstract

The main objective of this study is to identify factors that can influence green purchase intention in the decision to use renewable energy for PLTS. The research design used in this study is a causal design to explain the causal relationship between variables through hypothesis testing. Theory of Planned Behavior (TPB) as a basic theoretical framework in predicting and investigating pro-environmental behavior. The population in this study were household/private PLN consumers in South Sumatra. The results of this study conclude that Environmental Knowledge and Green Product Awareness have a significant effect on Green Purchase Intention. In addition, this study also suggests that Environmental Knowledge can influence a person’s attitude to use environmentally friendly products. Environmental Knowledge has a significant effect on Green Purchase Intention through Attitude as an intervening variable.

Suggested Citation

  • Nehemia Indrajaya & Badia Perizade & Zakaria Wahab & Muchsin Saggaff Shihab, 2023. "Green Marketing Strategy: Factors Influencing Green Purchase Intention in the Decision to Use a Solar Power Plant (PLTS) in Palembang City," Advances in Economics, Business and Management Research, in: Roosemarina Anggraini Rambe & Lizar Alfansi & Robinson Robinson & Dewi Rahmayanti & Agustina Suparya (ed.), Proceedings of the 1st Bengkulu International Conference on Economics, Management, Business and Accounting (BICEMBA 2023), pages 171-181, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-328-3_21
    DOI: 10.2991/978-94-6463-328-3_21
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