APPRAISING THE INFLUENCE OF THEORY OF CONSUMPTION VALUES ON ENVIRONMENTALLY-FRIENDLY PRODUCT PURCHASE INTENTION IN INDONESIA

Nosica Rizkalla and Deyna Dwitama Setiadi
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Nosica Rizkalla: Universitas Multimedia Nusantara
Deyna Dwitama Setiadi: Universitas Multimedia Nusantara

Management and Marketing Journal, 2020, vol. XVIII, issue 1, 7-25

Abstract: According to past studies, solving environmental problems should be initiated not only by companies and government but also by consumers as they play an important role in consumption activities. One of the initiatives can be taken by consumers in environmental preservation is by purchasing environmentally-friendly product. This study attempted to explore the environmentally-friendly product purchase intention by employing the theory of consumption values. The scope of this study is to identify which of these consumption values can influence the purchase intention for environmentally-friendly product. The object chosen for this study is environmentally-friendly fashion product, specifically environmentally-friendly shoes made from recycled plastic waste from the sea. A total of 115 respondents participated in this study. This study employed Partial Least Square to assess the validity, reliability as well as to test research hypotheses. Based on the result, functional, emotional, and epistemic value were proven to be significant in affecting purchase intention for environmentally-products, in which emotional value contributed the biggest effect. Meanwhile, social and conditional value were found to be insignificant. The result of this study emphasized the importance of the functional, emotional, and epistemic aspect of environmentally-friendly product as consumers considers these values the most when making a purchase decision.

Keywords: functional value; social value; emotional value; epistemic value; conditional value (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:aio:manmar:v:xviii:y:2020:i:1:p:7-25

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