Investigating the factor influencing Indonesian Consumers' Intention to Purchase Green Products in Indonesia: Applying the Theory of Planned Behavior

Abstract

Green products have received worldwide attention as an alternative to more environmentally responsible consumption. Even though the environmental sustainability of green products is crucial, more research is still needed to determine the factors influencing consumer purchasing behavior for green products in developing nations, particularly Indonesia. Using the Theory of Planned Behaviour (TPB), this study investigates the psychological aspects that influence green behavior. It is believed that attitude, perceived behavioral control (PBC), and subjective norm all substantially impact a consumer's decision to purchase a green product. Subjective norm is the influence of people surrounding the respondent, while PBC is the respondent's perspective about their ability to perform certain actions. The research was conducted in 2023 using an online survey. Partial Least Square-Structural Equation Modelling (PLS-SEM) was used to analyze the data of 228 respondents using SmartPLS 3. The results show that attitudes and PBC significantly influence green consumption behavior. However, they show small predicting powers towards the intention. The subjective norm does not directly influence how behavior is formed but directly impacts how customers' attitudes are formed. The research results provide practical implications for the government and marketers to hold a special exhibition for green products and create labeling to improve the accessibility of green consumption. At the same time, the government can contribute to supporting green consumption by labeling pro-environmental products. This research still uses the basic variables of the TPB, where many researchers can add other variables that have the potential to influence a person's intention to take an action.