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Middle-Class Customer’s Attribute Impacts on Purchasing Eco-Friendly Products Decision

Author

Listed:
  • Andriati FITRININGRUM

    (PPM- Sekolah Tinggi Manajemen)

  • Seika PARAMUDITA

    (Universitas Bunda Mulia)

Abstract

This study aims to determine how much attitude affects middle-class consumers’ purchase intentions and behavior when it comes to eco-friendly goods. Rising customer demand for eco-friendly products is encouraged by growing environmental awareness. When factors of attitude like knowledge, education, and financial situation are no longer barriers to customers’ intentions, whether customers can transfer their intention into actual purchase behavior, is the motivation of this study. The planned behavior theory strongly emphasizes how an individual’s attitude affects their ability to act on their intention to buy. To analyze these characteristics that affect middle-class customers in South Tangerang Indonesia, a quantitative study employing a survey is chosen as the research method. Partial Least Squares (PLS) are used to examine the relationship between attitude, customers’ purchase intention, and behavior. This study shows that although attitude may not be able to act or convert into actual behavior, it can still be a driving factor for purchasing intention. This study contributes to the development of planned behavior theory and the fields of customer research.

Suggested Citation

  • Andriati FITRININGRUM & Seika PARAMUDITA, 2024. "Middle-Class Customer’s Attribute Impacts on Purchasing Eco-Friendly Products Decision," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 18-28, March.
    • Handle: RePEc:aes:jetimm:v:1:y:2024:i:1:p:18-28
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    References listed on IDEAS

    as
    1. Lucyna Witek & Wiesława Kuźniar, 2020. "Green Purchase Behavior: The Effectiveness of Sociodemographic Variables for Explaining Green Purchases in Emerging Market," Sustainability, MDPI, vol. 13(1), pages 1-18, December.
    2. Kamonthip Maichum & Surakiat Parichatnon & Ke-Chung Peng, 2016. "Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers," Sustainability, MDPI, vol. 8(10), pages 1-20, October.
    3. Michael Rusiviro Jacob & Yizzy Weny Putri & Sabrina Oktaria Sihombing, 2020. "Predicting green product purchase: Applying a Cognitive-Affective-Behavior hierarchy," Jurnal Siasat Bisnis, Management Development Centre (MDC) Department of Management, Faculty of Business and Economics Universitas Islam Indonesia, vol. 24(2), pages 87-113.
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    More about this item

    Keywords

    Attitude; purchase intention; purchase behavior; eco-friendly products; middle-class customers.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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