Analysis of consumer purchase behavior of green products in Indonesia

Ditha Delima Zaslya Musa and Arif Hartono
Additional contact information
Ditha Delima Zaslya Musa: Faculty of Business & Economics, Universitas Islam Indonesia
Arif Hartono: Faculty of Business & Economics, Universitas Islam Indonesia

International Journal of Business Ecosystem & Strategy (2687-2293), 2023, vol. 5, issue 3, 32-41

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.

Keywords: Green Marketing; Prosocial Behavior; Green Consumption Values; Green Communication; Buying Behavior (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://bussecon.com/ojs/index.php/ijbes/article/view/432/218 (application/pdf)
https://doi.org/10.36096/ijbes.v5i3.432 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:adi:ijbess:v:5:y:2023:i:3:p:32-41

Access Statistics for this article

International Journal of Business Ecosystem & Strategy (2687-2293) is currently edited by Umit Hacioglu

More articles in International Journal of Business Ecosystem & Strategy (2687-2293) from Bussecon International Academy Bussecon International Academy, School of Business, IHU, Ordu cad. F-05 Blok No 3, 34480 Basaksehir, Istanbul, Turkey. Contact information at EDIRC.
Bibliographic data for series maintained by Umit Hacioglu ().