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
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Journal of Technology Management and Technopreneurship (JTMT)
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-By 4.0 (CC BY 4.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
