The Impact of Psychological Factors on Consumer Green Purchase Behaviour: A Study of #NoStrawMovement Campaign in KFC Greater Jakarta

Abstract

Plastic pollution is one of the most concerning issues presently and Indonesia is the second largest plastic waste producer in the world. A substantial part of the plastic waste comes from non-degradable plastic straws. This research intends to seek whether consumers’ psychological factors have an impact on their green purchasing behavior with a case study of #NoStrawMovement in KFC Indonesia. The research has been carried out on 153 consumers. The outcome signified that all indicators of psychological factors do have an impact on consumers’ green purchasing behavior. Perceived knowledge about sustainability issues, spirituality, drive for environmental responsibility and perceived marketplace influence are the decisive factors affecting consumers’ green purchase behavior. It is revealed that psychological factors impact consumers’ green purchase behavior by 51.6%. The result of the research will be worthwhile for KFC Indonesia to further revamp the effectiveness of the movement and for the government to establish a policy that supports green purchasing behavior. Advocating green purchasing behavior within society could aid in alleviating the damage that has been previously caused to the environment.