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

Megawati Simanjuntak (), Nidya Luthfi Nafila, Lilik Noor Yuliati, Irni Rahmayani Johan, Mukhamad Najib and Mohamad Fazli Sabri
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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

Sustainability, 2023, vol. 15, issue 6, 1-16

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.

Keywords: environmental care attitude; environmental knowledge; green marketing; green product; intention to purchase; word of mouth (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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