Is Environmental Concern as Antecedent Green Buying Behaviour?Case Study Consumer in Yogyakarta, Indonesia

Fitroh Adhilla, Nursaadatun Nisak Binti Ahmad, Muhammad Syamsu Hidayat, Rai Rake Setyawan, Riky Dwi Puriyanto, Aftoni Sutanto, Zunan Setiawan, Purwoko Purwoko, Abdul Choliq Hidayat

Abstract


Introduction: Recently, the increase of environmental problems has led to an environmental concern insociety. Consumers who are concerned about the environment have started to show environmental awareness by means of their buying behaviours. Consumers have begun to express their environmental consciousness through the products they purchase (Emekci, 2019). Consumers who take into account environmental consequences would be more careful about their consumption behaviours (Kim, 2011). Finally, consumers have become more concerned about environmental problems and therefore, green marketing has gained importance. Main purpose of this study is to explain the factors that affect the green buying behaviours and the relations between these factors. For this purpose, three main factors were added to the Ajzen’s theory of planned behaviour (TPB) to develop a more comprehensive model, namely environmental concern. Design/method: Our empirical work is based on a survey to 136 respondents in Yogyakarta. the sample collection method is purposive sampling. Data processing is applied by using the SmartPLS 3 Structural Equation Modelling (SEM) method.
Finding/results: Our results show that attitude and subjective_norm have a positive relationship with the purchase intention, environmental concern norm have a positive relationship with the attitude, purchase_intention have a positive relationship with the green_buying_behavior, environmental concern have a positive relationship with the green buying behavior, and perceived behavioral control have a positive relationship but not significance with the green_buying_behavior.
Research implication: Research provide a contribution to the marketing strategies and the literature. Results clarified the impact of environmental concern to green consumption behaviours in Indonesia.
Originality/value: This study has evaluated the effects of attitude, subjective_norm, and perceived behavioral control, in enhancing the green buying behavior of consumers along with the mediating role of environmental concern based on the theory of planned behaviour. Precisely, this study examined the unique characteristics of respondent that using consumer respondents in Yogyakarta, Indonesia which is known as a student city.

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Publihser:
Universitas Ahmad Dahlan

Editorial Address:
Yogyakarta

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