An Analysis of Factors Affecting Consumer Intentions Toward Green Products
DOI:
https://doi.org/10.63901/ijebam.v4i1.173Keywords:
green finance, social approval, ease of use, risk, behavioral intentionAbstract
This study aims to examine the factors influencing consumers’ intention to use green products. A quantitative research approach was employed, involving 300 respondents who are users of Philips MyCare LED Bulb products. Data were analyzed using descriptive statistical analysis, Structural Equation Modeling (SEM), and Partial Least Squares (PLS). The results indicate that social approval has a positive effect on consumer attitudes and also positively influences behavioral intention. Ease of use has a positive and significant effect on consumer attitudes; however, its effect on behavioral intention is positive but not significant. Perceived risk is found to have a positive effect on both consumer attitudes and behavioral intention. Furthermore, consumer attitude has a positive and significant effect on behavioral intention. These findings provide insights into the key determinants of consumer intention in adopting environmentally friendly products, highlighting the importance of social influence, usability, and perceived risk in shaping attitudes and behavioral intentions.
References
Ali, S. (2013). Prediksi Perilaku Ramah Lingkungan Yang Dipengaruhi Oleh Nilai dan Gaya Hidup Konsumen. Jurnal Perspektif Bisnis, 1(1), 112-120.
Bandura, A. (1986), Social Foundations of Thoughts and Action: A Social Cognitive Theory, Englewood Cliffs, NJ: Prentice-Hall.
Chen, S. Y., (2016). Using the sustainable modified TAM and TPB to analyze the effects of perceived green value on loyalty to a public bike system. Transportation Research, Part A Police and Practice 88, 58-72.
Claudy, M. C., Michelsen, C. and O’Driscoll, A. (2011), ‘The diffusion of microgeneration technologies - assessing the influence of perceived product characteristics on home owners’ willingness to pay’, Energy Policy, 39(3), 1459-69.
Ghozali, I dan Latan, H. (2015). Partial Least Squares: Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0. Semarang: Badan Penerbit UNDIP.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2013). Partial least squares structural equation modeling: Rigorous applications, better results and higher acceptance. Long Range Planning,46(1-2), 1-12.
Jaiswal, D., Kaushal, V., Kant, R., & Singh, P. K. (2021). Consumer adoption intention for electric vehicles: Insights and evidence from Indian sustainable transportation. Technological Forecasting and Social Change, 173, 121089.
Kim, H., & Chung, J. (2011). Consumer purchase intention for organic personal care products. J. Consum. Mark, 28, 40–47.
Manning, K. C., Bearden, W. O. and Madden, T. J. (1995), ‘Consumer innovativeness and the adoption process’, Journal of Consumer Psychology, 4(4), 329–45.
Mansour, K, B. (2016). An analysis of business’ acceptance of internet banking: an integration of e-trust to the TAM, Journal of Business & Industrial Marketing.
Ozaki, R. (2011), ‘Adopting sustainable innovation: What makes consumers sign up to green electricity?’, Business Strategy and the Environment, 20(1), 1–17
Porter, M. a. (1995). Towards a new conception of environment-competitiveness relationship. Journal of Economic Perspective , 9 (4),97-118.
Porter, M. E. (1995). “Green and Competitive: Ending the Stalemate,” Harvard Business Review, 73(5).
Roidah, I. S. (2013). Manfaat penggunaan pupuk organik untuk kesuburan tanah. Jurnal Universitas Tulungagung Bonorowo, 1(1),30-4.
Suki, N. M. (2013). Green awareness effects on consumers’ purchasing decision: Some insights from Malaysia. International Journal of Asia-Pacific Studies, , 9(2), 49–63.
Suprapti, N. W. (2010). Perilaku Konsumen (Pemahaman Dasar dan Aplikasinya Dalam Strategi Pemasaran. Denpasar: Udayana University Press.
Velayudhan, S. K. (2003), ‘Dissemination of solar photovoltaics: A study on the government programme to promote solar lantern in India’, Energy Policy, 31(!4), 1509–18.
Venkatesh, V. and Davis, F. D. (2000), ‘A theoretical extension of the technology acceptance model: Four longitudinal field studies’, Management Science, 46(2), 186–204
Yildirim, H., & Ali-Eldin, A. (2019). A model for predicting user intention to use wearable IoT devices at the workplace . J. King Saud Univ.Comput. Inf. Sci, 31, 497–50
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Ika Wulandari Ridwan, Arif Hartono
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
https://creativecommons.org/licenses/by-sa/4.0/
