Enhancing Enhancing Green Consumption Utilizing a Longitudinal Approach in Measuring Green Purchase Behavior
Abstract
Environmental damage has sparked the formation of the green consumption movement. The need for environmentally friendly products creates business opportunities for marketers of environmentally friendly products. In general, the prediction of green buying behavior is done by using intention as a proxy for behavior. Whereas people who have green buying intentions do not necessarily translate their intentions into actual purchases. As a result, predictions of green purchasing behavior are inaccurate. Therefore, this study attempts to predict green buying behavior directly rather than through intention as a proxy for behavior.The study was conducted with a cross-sectional and longitudinal design with a combination of two-stage cluster sampling and purposive sampling techniques. A sample size of 200 respondents was analyzed using the structural equation model triangulation method and regression analysis. The results of data analysis show that green knowledge has a significant effect on green trust, green knowledge has a significant effect on perceived consumer effectiveness, green trust has a significant effect on green buying intention, perceived consumer effectiveness has a significant effect on green buying intention, and green buying intention has a significant effect on green buying behavior. The research results make a positive contribution to stakeholders who are committed to preserving the natural environment, humans and animals.
Keywords: green knowledge; green trust; perceived consumer effectiveness; green buying intention; green buying behavior
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