Green purchase behavior in circular packaging: The case of young consumers in Indonesia

Abstract

The linear consumption model (take-make-dispose) has resulted in an abundance of pollution that has damaged living ecosystems and human health. The circular economy emerged as a potential tool to continue economic activities while generating less waste. Indonesian populations today majorly consist of millennials and members of generation Z (55.41%), and the consumption of these populations will shape Indonesia's future. This study aims to investigate the role of young consumers in green purchase behavior toward circular packaging in Indonesia by using Structural Equation Model (SEM). We have collected data from 287 respondents, and our results point to the positive and significant influence of green self-identity, environmental attitude, and socialization agents toward green purchase intention. Green purchase intention is also found to be a strong predictor of green purchasing behavior. This study presents practical implications for organizations as well as governments and NGOs.