The inhibiting factors of green product purchasing behavior: green knowledge as a moderating effect
Abstract
This study aims to analyze the effects of inhibiting factors (i.e., habits, skepticism, and lack of availability) and green knowledge on the purchasing behavior of environmentally friendly products. This research also explains the moderating effect of green knowledge on the relationship between the inhibiting factors of green product purchasing behavior and green product purchasing behavior. Prior studies have not investigated the moderating effect of green knowledge on the relationships between the inhibiting factors and green product purchases. Data was generated through a cross-sectional survey of 743 residents throughout Indonesia and analyzed by Partial Least Squares (PLS) as a variance-based technique for Structural Equation Modeling (SEM). The results demonstrate that green knowledge is crucial in affecting eco-friendly product purchasing decisions and consumers’ habits inhibit their decisions to purchase eco-friendly products. However, when moderated by better green knowledge, consumers who are not accustomed to purchasing eco-friendly products are more likely to make actual green product purchases. Further, the lack of green product availability demotivates consumers with higher green knowledge to purchase green products. This study offers practical implications for business actors by highlighting the importance of educating consumers on the positive environmental impacts of consuming green products and providing environmentally friendly products.
Keyword : green products, green purchasing behavior, green knowledge, habits, skepticism, lack of availability
How to Cite
Silintowe, Y. B. R., & Sukresna, I. M. (2023). The inhibiting factors of green product purchasing behavior: green knowledge as a moderating effect. Business: Theory and Practice, 24(2), 392–404. https://doi.org/10.3846/btp.2023.17877
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. University of Akron Press.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
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Ghazali, I., Abdul-Rashid, S. H., Md Dawal, S. Z., Aoyama, H., Sakundarini, N., Ho, F. H., & Herawan, S. G. (2021). Green product preferences considering cultural influences: A comparison study between Malaysia and Indonesia. Management of Environmental Quality: An International Journal, 32(5), 1040–1063. https://doi.org/10.1108/MEQ-11-2020-0245
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Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414–433. https://doi.org/10.1007/s11747-011-0261-6
Hariharan, G., & Shamini, H. (2019). Factors affect to consumers green purchasing behavior: A study on Batticaloa District. South Asian Journal of Social Studies and Economics, 5(1), 1–8. https://doi.org/10.9734/sajsse/2019/v5i130135
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hojnik, J., Ruzzier, M., & Konečnik Ruzzier, M. (2019). Transition towards sustainability: Adoption of eco-products among consumers. Sustainability, 11(16). https://doi.org/10.3390/su11164308
Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1–2), 128–143. https://doi.org/10.1016/j.ism.2015.04.001
Khanna, M. (2020). Growing green business investments in Asia and the Pacific: Trends and opportunities. Asian Development Bank. https://doi.org/10.22617/WPS200357-2
Khare, A. (2020). Antecedents to Indian consumers’ perception of green apparel benefits. Research Journal of Textile and Apparel, 24(1), 1–19. https://doi.org/10.1108/RJTA-04-2019-0016
Kuang, D., Li, X. F., & Bi, W. W. (2021). How to effectively design referral rewards to increase the referral likelihood for green products. Sustainability, 13(13). https://doi.org/10.3390/su13137177
Kumar, P., Polonsky, M., Dwivedi, Y. K., & Kar, A. (2021). Green information quality and green brand evaluation: The moderating effects of eco-label credibility and consumer knowledge. European Journal of Marketing, 55(7), 2037–2071. https://doi.org/10.1108/EJM-10-2019-0808
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Mayangsari, L., & Fabiola, K. (2020). The influence of green skepticism, environmental knowledge and environmental concern on generation Z’s green purchase intentions in Indonesia. Malaysian Journal of Social Sciences and Humanities (MJSSH), 5(8), 96–105. https://doi.org/10.47405/mjssh.v5i8.470
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