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Exploring consumers’ readiness to be green in an emerging market

Version 2 2025-01-15, 01:12
Version 1 2023-05-24, 17:18
conference contribution
posted on 2025-01-15, 01:12 authored by D Arli, LP Tan, F Tjiptono, Lin YangLin Yang
Consumers’ awareness of green products has increased in the last few years but studies shows that demands of green products have been stagnant. Thus, the purpose of this study is: (1) to examine consumers’ green perceptions and readiness to be green across different demographics profiles (i.e. age, gender, and religion), (2) to explore how consumers’ green perceptions influence their readiness to be green and subsequently, how readiness to be green impact consumers’ purchase intention of green products. A total of 710 survey responses were collected in three universities, two major shopping malls and several housing areas in Yogyakarta, Indonesia. The findings reveal that consumers’ green perceptions shape their perception of how ready they are to be green but gender, age and religion also influence their green perceptions. The study provides further insights into the discrepancy between professed positive attitudes towards the environment and the slow uptake of green behaviour.

History

Publication title

2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing: Conference Proceedings

Editors

A Sinha, J Cadeaux and R Bucic

Pagination

1-7

ISSN

1441-3582

Department/School

TSBE

Publisher

ANZMAC

Place of publication

Australia

Event title

2015 ANZMAC Conference: Innovation and Growth Strategies in Marketing

Event Venue

Sydney, NSW

Date of Event (Start Date)

2015-11-30

Date of Event (End Date)

2015-12-02

Socio-economic Objectives

150303 Marketing, 280106 Expanding knowledge in commerce, management, tourism and services

UN Sustainable Development Goals

11 Sustainable Cities and Communities, 12 Responsible Consumption and Production, 13 Climate Action

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