Analysis of Consumer Awareness’ Values and Attitudes towards Green Purchase Behavior: Study on Millennial and Generation Z

  • Zahra Anggita Prameswari
  • AMAx AMA Suyanto

Abstract

Environmental problems made the Indonesian people aware of green buying behavior. Various environmental movements spread throughout Indonesia, and people's attitudes and behavior toward being environmentally friendly changed. However, research indicates that there is still a gap between environmental knowledge and behavior. This study aims to explain how consumer environmental awareness influences green buying behavior, boosted by green product quality collected by distributing questionnaires to 388 Millennial and Generation Z respondents in West Java. The results show that consumer environmental awareness positively influences green buying behavior with the support of attitude toward environmental problems bolstered by the quality of the green product. However, environmental awareness does not succeed in influencing green buying behavior if it is through an attitude toward eco-social advantages. Then, information on a green product does not directly affect green buying behavior but is successful if there is a booster from the quality of the green products.

References

Cheung, M. F. Y., & To, W. M. (2019). An extended model of value-attitude-behavior to explain Chinese consumers’ green purchase behavior. Journal of Retailing and Consumer Services, 50(February), 145–153. https://doi.org/10.1016/j.jretconser.2019.04.006
CNNIndonesia. (2021). Unilever Sinergikan Purpose Perusahaan, Brand, & Konsumen. https://www.cnnindonesia.com/gaya-hidup/20210817180503-307-681587/unilever- sinergikan-purpose-perusahaan-brand-konsumen
Databoks.katadata.co.id. (2020). Proporsi Populasi Generasi Z dan Milenial Terbesar di Indonesia | Databoks. https://databoks.katadata.co.id/datapublish/2021/05/24/proporsi- populasi-generasi-z-dan-milenial-terbesar-di-indonesia
Ghozali, I., & Latan, H. (2015). Partial Least Squares: Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 (2nd editio). Badan penerbit Universitas Diponegoro.
Gis.dukcapil.kemendagri.go.id. (2021). Visualisasi Data Kependudukan. https://gis.dukcapil.kemendagri.go.id/peta/
Han, H., Hwang, J., Lee, M. J., & Kim, J. (2019). Word-of-mouth, buying, and sacrifice intentions for eco-cruises: Exploring the function of norm activation and value-attitude- behavior. Tourism Management, 70(August 2015), 430–443. https://doi.org/10.1016/j.tourman.2018.09.006
Hiqmah, F. (2017). Observasi Tren Perilaku Pembelian Hijau Konsumen Indonesia Di Berbagai Industri. Journal of Business & Banking, 6(1), 27. https://doi.org/10.14414/jbb.v6i1.899
Homer, P. M., & Kahle, L. R. (1988). A Structural Equation Test of the Value-Attitude- Behavior Hierarchy. Journal of Personality and Social Psychology, 54(4), 638–646. https://doi.org/10.1037/0022-3514.54.4.638
Immanichi, G., & Dewi, C. K. (2020). Pengaruh Environmental Consiousness, Green Advertising, Eco-Label, dan Price terhadap Buying Decision Green Product pada TUPPERWARE (Studi pada Konsumen Generasi Milenial Jawa brat). EProceedings of Management, 7(11–8. https://openlibrarypublications.telkomuniversity.ac.id/index.php/management/article/vie w/13674
Indrasari, D. M. (2019). Pemasaran & Kepuasan Pelanggan. Unitomo Press.
Irawan, A., & B., A. V. (2015). Pengaruh Green Practice Terhadap Green Consumer Behavior Di the Kemangi Restaurant, Hotel Santika Pandegiling Surabaya. Jurnal Hospitality Dan Manajemen Jasa, 3(2), 86–101. www.journal.uta45jakarta.ac.id
Jayani, D. H. (2021). KIC: Dampak Lingkungan Mulai Jadi Faktor Konsumen Membeli Produk Baru | Databoks. https://databoks.katadata.co.id/datapublish/2021/08/24/kic-dampak- lingkungan-mulai-jadi-faktor-konsumen-membeli-produk-baru
Kotler, P., & Armstrong, G. (2018). Principles of Marketing, Seventeenth Edition. In Pearson. Kotler, P., & Keller, K. L. (2016). Marketing Management. In Boletin cultural e informativo - Consejo General de Colegios Medicos de España (Vol. 22).
Mothersbaugh, D. L., & Hawkins, D. I. (2016). Libro_Consumer Behavior Building Marketing Strategy Contributing Authors. www.mhhe.com
Schaltegger, S. (2002). A framework for ecopreneurship: Leading bioneers and environmental managers to ecopreneurship. Greener Management International, 38, 45–58. https://doi.org/10.9774/GLEAF.3062.2002.su.00006
Singh, P. (2010). Green Marketing : Opportunity for Innovation and Sustainable Development.1–12.
Statista.com. (2020, April 7). • Indonesia: zero waste lifestyle awareness 2020 | Statista. Statista.Com. https://www.statista.com/statistics/1128795/indonesia-zero-waste- lifestyle-awareness/
Sugiarto, A., & Gabriella, D. A. (2020). Kesadaran Dan Perilaku Ramah Lingkungan Mahasiswa Di Kampus. Jurnal Ilmu Sosial Dan Humaniora, 9(2), 260. https://doi.org/10.23887/jish-undiksha.v9i2.21061
Suparna, G., Ekawati, N. W., Suasana, I. G. A. K. G., & Sriathi, A. A. A. (2018). Menciptakan Green Brand Personality Bagi Merek Ramah Lingkungan. Matrik : Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 1,153. https://doi.org/10.24843/matrik:jmbk.2018.v12.i02.p07
Trikrisna, A., & Rahyuda, I. (2014). Perilaku Remaja Putri Dalam Pembelian Produk Hijau “the Body Shop” Di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 3(7), 255115.
Yamin, S. (2021). SMARTPLS 3, AMOS & STATA OLAH DATA STATISTIK (MUDAH & PRAKTIS). PT Dewangga Energi Internasional.
Published
2023-10-31
How to Cite
PRAMESWARI, Zahra Anggita; AMA SUYANTO, AMAx. Analysis of Consumer Awareness’ Values and Attitudes towards Green Purchase Behavior: Study on Millennial and Generation Z. International Journal of Business and Technology Management, [S.l.], v. 5, n. 3, p. 516-527, oct. 2023. ISSN 2682-7646. Available at: <https://myjms.mohe.gov.my/index.php/ijbtm/article/view/24540>. Date accessed: 13 june 2024.
Section
Articles