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.
Publication status
Published
Place of publication
United Kingdom
Rights statement
Copyright 2018 John Wiley & Sons Ltd |
Socio-economic Objectives
150303 Marketing, 280106 Expanding knowledge in commerce, management, tourism and services
UN Sustainable Development Goals
12 Responsible Consumption and Production, 11 Sustainable Cities and Communities, 13 Climate Action