The Influence of Green Skepticism, Environmental Knowledge and Environmental Concern on Generation Z's Green Purchase Intentions in Indonesia
Keywords:
green skepticism, environmental knowledge, environmental concern, green purchase intention, structural equation modelling
Abstract
As environment become a prominent issue throughout the world, consumer behaviour significantly changed and adapted to be more sustainable. This interest around environment has led to aspiring business opportunities of green product or environmentally friendly product. Firms started to produce green product as a way to remain competitive in the market. With the number of green product increased, there’s a skeptical believe that companies started to present misleading and false information about their green product to merely boost profit or reputation. This consumers’ believe is alarming to firms as it is considered to detriment consumer’s purchase intention. In addition, young generation are more likely to be open to new information and are considered as potential environmentally friendly product consumers. Alongside with green skepticism, two most - studied indicators of green purchase intention notably environmental knowledge and environmental concern were analysed on young consumers’ green purchase intention. Research was conducted using quantitative approach to 403 Generation Z respondents and analysed using Partial Least Square (PLS) – SEM method. The result of this research shows that green skepticism has insignificant negative influence on green purchase intention while both environmental knowledge and environmental concern have positive and significant influence on green purchase intention. These findings might be useful for companies to understand the green purchase behaviour among young consumers and better developed their marketing strategies.
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References
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Weijters, B., Cabooter, E. & Schillewaert, N. (2010). The effect of rating scale format on response styles: The number of response categories and response category labels. International Journal of Research in Marketing, 27(3), 236–247. https://doi.org/10.1016/j.ijresmar.2010.02.004
Wong, K. K. K.-K. (2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24(1), 1–32.
Yadav, R. & Pathak, G. S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732–739. https://doi.org/10.1016/j.jclepro.2016.06.120
Zarei, A. & Maleki, F. (2018). From Decision to Run: The Moderating Role of Green Skepticism. Journal of Food Products Marketing, 24(1), 96–116. https://doi.org/10.1080/10454446.2017.1266548
Albayrak, T., Caber, M., Moutinho, L. & Herstein, R. (2011). The Influence Of Skepticism On Green Purchase Behavior, International Journal of Business and Social Science, 2(13), 189–197.
Albayrak, T., Aksoy, Ş. & Caber, M. (2013). The effect of environmental concern and scepticism on green purchase behaviour. Marketing Intelligence and Planning, 31(1), 27–39. https://doi.org/10.1108/02634501311292902
Albayrak, T., Caber, M. & Aksoy, Ş. (2010). Clustering Consumers According to Their Environmental Concerns and Scepticisms. International Journal of Trade, Economics and Finance, 1(2), 136–139. https://doi.org/10.7763/ijtef.2010.v1.24
Albayrak, T., Caber, M., Moutinho, L. & Herstein, R. (2011). the Influence of Skepticism on Green Purchase Behavior. International Journal of Business and Social Science, 2(13), 189–197.
Arafah, W. (2018). Marketing Of Green Product In Indonesia Context Today. Willy Arafah Trisakti University, 6(1), 52–57.
Ayoun, S., Ben Cheikh, A., Abdellatif, T. & Ghallab, N. (2015). Purchase Intention of Green Product: An Approach Based Customer Orientation. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2583517
Barretta, E. U. P. G. (2016). How green are you, really? Consumers’ skepticism toward brands with green claims. Journal of Management Development, 7(1). https://doi.org/10.1108/JGR-11-2015-0021
Booi Chen, T. & Teck Chai, L. (2010). Attitude towards the Environment and Green Products: Consumers’ Perspective. Management Science and Engineering, 4(2), 27–39.
Butt, A. (2017). Determinants of the Consumers Green Purchase Intention in Developing Countries. Journal of Management Sciences, 4(2), 217–235. https://doi.org/10.20547/jms.2014.1704205
Cherian, J. & Jacob, J. (2012). Green marketing: A study of consumers’ attitude towards environment friendly products. Asian Social Science, 8(12), 117–126. https://doi.org/10.5539/ass.v8n12p117
Do Paço, A. M. F. & Reis, R. (2012). Factors affecting skepticism toward green advertising. Journal of Advertising, 41(4), 147–155. https://doi.org/10.1080/00913367.2012.10672463
Eles, S. (2017). Predicting Green Purchase Intention of Generation Y: an Empirical Study in Indonesia. 27.
Goh, S. K. & Balaji, M. S. (2016). Linking green skepticism to green purchase behavior. Journal of Cleaner Production, 131, 629–638. https://doi.org/10.1016/j.jclepro.2016.04.122
Hair, J. F., Ringle, C. M. & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hair Jr, J., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. SAGE Publications.
Kahraman, A. & Kazançoğlu, İ. (2019). Understanding consumers’ purchase intentions toward natural-claimed products: A qualitative research in personal care products. Business Strategy and the Environment, 28(6), 1218–1233. https://doi.org/10.1002/bse.2312
Kanchanapibul, M., Lacka, E., Wang, X. & Chan, H. K. (2014). An empirical investigation of green purchase behaviour among the young generation. Journal of Cleaner Production, 66, 528–536. https://doi.org/10.1016/j.jclepro.2013.10.062
Lakra, P. (2014). Consumer Behaviour With Reference To Green Consumption And Sustainibility Main. 5(4), 3–11.
Leonidou, C. N. & Skarmeas, D. (2015). Gray Shades of Green: Causes and Consequences of Green Skepticism. Journal of Business Ethics, 144(2), 401–415. https://doi.org/10.1007/s10551-015-2829-4
Leonidou, C. N. & Skarmeas, D. (2017). Gray Shades of Green: Causes and Consequences of Green Skepticism. Journal of Business Ethics, 144(2), 401–415. https://doi.org/10.1007/s10551-015-2829-4
Maholtra, N. K. (2015). Essentials of Marketing Research. Publisher by Pearson Prentice Hall in Upper Saddle River, NJ.
Maichum, K., Parichatnon, S. & Peng, K.-C. (2017). The Influence of Environmental Concern and Environmental Attitude on Purchase Intention towards Green Products: A Case Study of Young Consumers in Thailand. International Journal of Business Marketing and Management, 2(3), 2456–4559.
Nguyen, T. T. H., Yang, Z., Nguyen, N., Johnson, L. W. & Cao, T. K. (2019). Greenwash and green purchase intention: The mediating role of green skepticism. Sustainability (Switzerland), 11(9), 1–16. https://doi.org/10.3390/su11092653
Nielsen. (2014). Indonesian Consumers Are Willing To Put Their Money Where Their Heart Is When It Comes To Buying Goods And Services From Companies Committed To Social And Environmental Responsibility – Nielsen. Retrieved October 7, 2019, from https://www.nielsen.com/id/en/press-releases/2014/indonesian-consumers-are-willing-to-put-their-money-where-their-heart-is-when-it-comes-to-buying-goods-and-services-from-companies-committed-to-social-and-environmental-responsibility/
Promotosh, B. & Sajedul, I. M. (2011). Young Consumers ’ Purchase Intentions of Buying Green Products. Analysis, 68.
Raykov, T. & Marcoulides, G. A. (2000). A First Course in Structural Equation Modeling. Lawrence Erlbaum Associates, Inc.
Richards, L. (2013). Examining Green Advertising and Its Impact on Consumer Skepticism and Purchasing Patterns. The Elon Journal of Undergraduate Research in Communications @BULLET, 4(2), 78–90.
Schmuck, D., Matthes, J. & Naderer, B. (2018). Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising. Journal of Advertising, 47(2), 127–145. https://doi.org/10.1080/00913367.2018.1452652
Shukla, P. (2008). Marketing Research. Publisher by Paurav Shukla & Ventus Publishing Aps.
Siddique, M. Z. R. & Hossain, A. (2018). Sources of Consumers Awareness toward Green Products and Its Impact on Purchasing Decision in Bangladesh. Journal of Sustainable Development, 11(3), 9. https://doi.org/10.5539/jsd.v11n3p9
V.N, F. W., Yean, L. M., Ru, L. X., & Yin, L. S. (2012). A Study on the Youth Attitudes toward purchase Green Products in Malaysia ans Singapore A research project submitted in partial fulfillment of the requirement Bachelor of International Business ( HONS ) Faculty OF Accountancy and M for the degree of Bache. Research Project Submitted in University of International Business, (November).
Weijters, B., Cabooter, E. & Schillewaert, N. (2010). The effect of rating scale format on response styles: The number of response categories and response category labels. International Journal of Research in Marketing, 27(3), 236–247. https://doi.org/10.1016/j.ijresmar.2010.02.004
Wong, K. K. K.-K. (2013). Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24(1), 1–32.
Yadav, R. & Pathak, G. S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732–739. https://doi.org/10.1016/j.jclepro.2016.06.120
Zarei, A. & Maleki, F. (2018). From Decision to Run: The Moderating Role of Green Skepticism. Journal of Food Products Marketing, 24(1), 96–116. https://doi.org/10.1080/10454446.2017.1266548
Published
2020-08-02
How to Cite
Fabiola, K. and Mayangsari, L. (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), pp. 96 - 105. doi: 10.47405/mjssh.v5i8.470.
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