Young Consumer’s Purchase Intention Toward Environmentally Friendly Products in Indonesia: Expanding the Theory of Planned Behavior

DOI

10.2991/aebmr.k.200127.008How to use a DOI?

Keywords

Green products, young consumer, the theory of planned behavior, purchase intention

Abstract

This research aims to examine young consumer’s behavior in Indonesia, about the attitude toward green products, subjective norm, perceived behavioral control, environmental concern, environmental knowledge and its influence on their purchase intention. This study was analyzed using Structural Equation Modeling (SEM) with the help of the Social Sciences Statistical Package (SPSS) program version 18.0 and AMOS 22.0.0. The study used 157 respondents who are interested in buying and consuming environmentally friendly products. The findings of this study found that most constructs of the Theory of Planned Behavior (TPB) framework had a positive relationship and significant results on the purchase intention of young consumers in Indonesia. Environmental concern and environmental knowledge had an insignificant positive effect on purchase intention.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - V. Sutikno
AU  - Indarini
AU  - S. Margaretha
PY  - 2020
DA  - 2020/01/31
TI  - Young Consumer’s Purchase Intention Toward Environmentally Friendly Products in Indonesia: Expanding the Theory of Planned Behavior
BT  - Proceedings of the 17 th International Symposium on Management (INSYMA 2020)
PB  - Atlantis Press
SP  - 36
EP  - 40
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200127.008
DO  - 10.2991/aebmr.k.200127.008
ID  - Sutikno2020
ER  -