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What drives consumers to purchase green innovation product? Empirical evidence from Indonesian consumers

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  • Raharjito Rakhmad Dirgantara

    (Master of Management, Department of Management, Faculty of Business and Economics, Universitas Islam Indonesia, Yogyakarta, Indonesia)

  • Arif Hartono

    (Department of Management, Faculty of Business and Economics, Universitas Islam Indonesia)

Abstract

This study investigates the determinants of behavioral intention to purchase a green product, such as relative advantage, compatibility, ease of use, and visibility of the attitude and its effect on behavioral intentions. This study employed a quantitative research method. A purposive sampling method was used to collect the data. A total of 300 respondents were successfully managed. The proposed hypotheses are tested using structural equation modeling (SEM). The study finds that relative advantage, compatibility, ease of use, and visibility positively affect attitudes. Furthermore, the attitude has a positive influence on behavioral intentions. Key Words:Green Innovation Product, Behavioral Intention, Influencing Factors, Indonesia

Suggested Citation

  • Raharjito Rakhmad Dirgantara & Arif Hartono, 2022. "What drives consumers to purchase green innovation product? Empirical evidence from Indonesian consumers," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(8), pages 376-386, November.
    • Handle: RePEc:rbs:ijbrss:v:11:y:2022:i:8:p:376-386
    DOI: 10.20525/ijrbs.v11i8.2198
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    References listed on IDEAS

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    1. Fisher, Robert J & Price, Linda L, 1992. "An Investigation into the Social Context of Early Adoption Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(3), pages 477-486, December.
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