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Understanding the Drivers of Green Product Purchase Intentions: An Application of the Theory of Planned Behavior in a Developing Country Context

In: Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

Author

Listed:
  • Rasmidin Rasmidin

    (Hasanuddin University)

Abstract

The increasing awareness of environmental sustainability has led to the growth of green product marketing worldwide. This study investigates the influence of attitude, subjective norms, and perceived behavioral control on purchasing decisions for green products among undergraduate students in Makassar, Indonesia, using the Theory of Planned Behavior (TPB) as a theoretical framework. A quantitative approach was employed, involving 100 participants, and data was analyzed using multiple regression analysis. Findings indicate that all three factors—attitude, subjective norms, and perceived behavioral control—positively and significantly influence green product purchase decisions, accounting for 69.5% of the variance. This underscores the importance of psychological and social influences on consumer behavior in green marketing. The study contributes to the literature on green marketing strategies in developing countries and suggests that businesses should continue to enhance eco-friendly product awareness and promote sustainability value. Future research should include a larger, more diverse sample to ensure broader applicability.

Suggested Citation

  • Rasmidin Rasmidin, 2025. "Understanding the Drivers of Green Product Purchase Intentions: An Application of the Theory of Planned Behavior in a Developing Country Context," Advances in Economics, Business and Management Research, in: Mursalim Nohong & Fitra Roman Cahaya & Phung Minh Tuan & Arifuddin Mannan & Anas Iswanto Anwar & Ria (ed.), Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), pages 1463-1473, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-758-8_117
    DOI: 10.2991/978-94-6463-758-8_117
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