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Exploring consumers’ purchase intention towards green products in an emerging market: The role of consumers’ perceived readiness

journal contribution
posted on 2023-05-19, 19:36 authored by Denni ArliDenni Arli, Tan, LP, Tjiptono, F, Lin YangLin Yang
Consumers’ awareness of green products has increased in the last few years, but studies show that the demand for green products has been stagnant. The purpose of this study is to explore the roles of consumers’ perceived readiness to be green and subsequently, how readiness to be green affects consumers’ purchase intention towards green products in an emerging market, Indonesia. A total of 916 survey responses were collected in three universities, two major shopping malls and several housing areas in Yogyakarta, Indonesia. The findings reveal that consumers’ attitude (ATT), subjective norm, perceived behavioural control (PBC), pro‐environmental self‐identity (PEI), ethical obligation and consumers’ readiness to be green are the determinants of intention to purchase green products. Consumers’ readiness to be green mediates the effects of ATT, PBC, PEI and perceived sense of responsibility on purchase intention. The study provides further insights into the discrepancy between professed positive attitudes towards the environment and the slow uptake of green behaviour in an emerging market.

History

Publication title

International Journal of Consumer Studies

Volume

42

Issue

4

Pagination

389-401

ISSN

1470-6423

Department/School

TSBE

Publisher

Wiley-Blackwell Publishing Ltd.

Place of publication

United Kingdom

Rights statement

Copyright 2018 John Wiley & Sons Ltd |

Repository Status

  • Restricted

Socio-economic Objectives

Marketing

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