Understanding the Consumers’ Behavior Intention in Using Green Ecolabel Product through Pro-Environmental Planned Behavior Model in Developing and Developed Regions: Lessons Learned from Taiwan and Indonesia

Ilma Mufidah, Bernard C. Jiang, Shu-Chiang Lin, Jacky Chin, Yulia Puspa Rachmaniati and Satria Fadil Persada
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Ilma Mufidah: Department of Industrial Management, National Taiwan University of Science and Technology, 43, Keelung Rd, Da’an Dist, Taipei 106, Taiwan
Bernard C. Jiang: Department of Industrial Management, National Taiwan University of Science and Technology, 43, Keelung Rd, Da’an Dist, Taipei 106, Taiwan
Shu-Chiang Lin: Department of Industrial Management, National Taiwan University of Science and Technology, 43, Keelung Rd, Da’an Dist, Taipei 106, Taiwan
Jacky Chin: Department of Industrial Management, National Taiwan University of Science and Technology, 43, Keelung Rd, Da’an Dist, Taipei 106, Taiwan
Yulia Puspa Rachmaniati: Department of Industrial Management, National Taiwan University of Science and Technology, 43, Keelung Rd, Da’an Dist, Taipei 106, Taiwan
Satria Fadil Persada: Department of Business Management, Institut Teknologi Sepuluh Nopember (ITS), Surabaya 60111, Indonesia

Sustainability, 2018, vol. 10, issue 5, 1-15

Abstract: An ecolabel product is an environmentally friendly substance that can be selected to maintain environmental sustainability. Both developed and developing regions are promoting the use of green products. The current study aimed to know the behavior intention on ecolabel product usage from citizens in developing and developed regions. The extended Theory of Planned Behavior, known as Pro-Environmental Planned Behavior Model (PEPB), was used as the assessment model. Two questionnaire surveys were conducted to extract the necessary information for analyzing user’s behavior intention in two different regions. Taiwan and Indonesia were selected as case studies of developed and developing regions, respectively. Structural Equation Modeling (SEM) was used to analyze the proposed model and the result reveals that the model explains 49% of behavior intention to use ecolabel product in Taiwan’s case and 72% in Indonesia’s case. The findings revealed that attitude (AT) is the key factor to determine the behavioral intention (BI) in both Taiwan and Indonesia. Several practical recommendations based on the finding can be considered as input for the governments and related agencies to persuade manufacturing companies to produce more ecolabel products. Increased citizens’ intention to use ecolabel products help the company to reach broader target market and provide incentives to manufacturing companies to produce more environmentally friendly products.

Keywords: ecolabel product; behavior intention; citizens; Indonesia; Taiwan (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (13)

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