Green product buying intentions among young consumers: extending the application of theory of planned behavior

Abstract

This research reveals the factors explaining the purchase intention toward green products among young consumers. Young consumers are beginner consumers who are going to play an important role to take a responsibility in preserving the environment. Theory of Planned Behavior (TPB) is selected as the main theoretical framework in this research alongside some other variables (environmental concern, environmental knowledge, and willingness to pay), which are added in the research model to expand TPB application. Three hundred and twenty-six respondents were interviewed through a survey and the data are analyzed using Structural Equation Modeling (SEM).The findings illustrated that not every explanatory variable influenced the purchase intention toward green products among young consumers. Environmental concern and attitude did not influence the purchase intention toward green products among young consumers.

Consumer guilt and green banking services

“…(2016) and Le‐Anh and Nguyen‐To (2020), but is in line with Liker and Sindi (1997) and Setyawan et al. (2018). A possible explanation for this finding is that a collectivist society, such as that in Indonesia (Hofstede Insights, 2020), emphasises the social aspect more than the personal aspect (Setyawan et al., 2018; Yuzhanin & Fisher, 2016); this weakens the link between attitude and intention (Ajzen, 2005; Bagozzi, 1992).…”

“…Liker and Sindi (1997) found that the attitude towards the expert system does not influence the intention to use the system. Within the Indonesian context, Setyawan, Noermijati, Sunaryo, and Aisjah (2018) have found that the attitude towards green products does not influence the purchase intention of those green products. A literature review of TPB also reveals inconclusive findings, in which Yuzhanin and Fisher (2016) found an equal number of studies that support the relationship between attitude and behavioural intention and those that do not support this intention.…”

Barriers of Consumer Behavior for the Development of the Circular Economy: Empirical Evidence from Russia

“…A person's attitudes and beliefs, reflecting their awareness of problems and a desire to change the situation also stimulate ecofriendly behavior, although in a less significant way. In papers [27,28], it was noted that in addition to these factors, there are several more: the so-called behavioral control, which means the ease with which an individual can put his intentions into action (the presence of monetary funds, time, opportunity); the intrinsic usefulness of environmental good and the willingness to pay for its offer. First of all, the last two parameters affect the desire to purchase environmentally friendly goods instead of conventional ones.…”

Does Green Product Consumption Gendered? Investigating Among Millennials in an Emerging Market

“…Consumers have a big role in supporting environmental sustainability by consuming green products. Millennials consumers are the current young consumers who are a part of potential market for eco-friendly products that will affect the environmental sustainability and sustainability of the marketing process (Setyawan et al, 2018;Yadav & Pathak, 2016). Understanding millennials' consumption patterns on environmentally friendly products becomes an important thing for marketers to determine the right marketing strategy.…”