The Influence of Environmental Attitude, Environmental Concern, Social Influence and Brand Image on Green Purchase Behavior Oriflame in West Sumatra

Milla Hanifah () and Yasri Yasri
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Milla Hanifah: Universitas Negeri Padang, Faculty of Economics and Business
Yasri Yasri: Universitas Negeri Padang, Faculty of Economics and Business

A chapter in Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-10 2022), 2025, pp 1674-1689 from Springer

Abstract: Abstract The aim of this study is to examine the impact of environmental attitudes and concern, social influence, and brand image on green purchasing behavior for Oriflame products in West Sumatra, as well as To assess the impact of moderation role Of gender as it pertains toward the connection within environmental attitudes and concerns and green purchase behavior. The study addresses a research gap due to the limited exploration of how environmental attitudes, concerns, and gender influence green product purchases. A quantitative methodology implemented through a survey technique was employed, through data obtained from 385 Oriflame consumers in West Sumatra through a questionnaire. SPSS 23 software was utilized for data analysis. The analysis demonstrates that environmental concern, social influence, and brand image significantly and positively affect green purchasing behavior. However, environmental attitudes were found to have no significant impact. Additionally, Gender was shown to have no moderating influence on the connection between environmental attitudes, environmental concerns, and green purchasing behavior for Oriflame products in the region.

Keywords: Environmental Attitude; Environmental concern; Social Influence; Brand Image; Green Purchase Behavior; Gender (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-839-4_131

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DOI: 10.2991/978-94-6463-839-4_131

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