Pendekatan Teori Perilaku Berencana Terhadap Minat Beli Produk Ramah Lingkungan

https://doi.org/10.35912/simo.v6i3.4066
Published: Oct 14, 2025

Abstract:

Purpose: The purpose of this study is to link environmental concern and the theory of planned behavior to the intention to purchase green products in Indonesia.

Purpose: This study aims to link environmental concerns and the theory of planned behavior to the intention to purchase green products.

Methodology/approach: This research was conducted from December 2023 to January 2024 with 359 respondents using convenience sampling method. The research object is the purchaser of green products in Indonesia. Data analysis was performed using partial least squares structural equation modelling (PLS-SEM).

Results/findings: The results show that environmental concern significantly and positively affects green attitudes. Green attitude, green behavior control, and green product awareness all had significant positive effects on green purchase intention. Green attitude mediates the effect of environmental concern on the intention to purchase green products. This study found that subjective green norms do not significantly affect green purchase intentions.

Conclusions: In Indonesia, green purchase intention is primarily driven by environmental concern, attitude, control, and awareness, while subjective norms have no effect. Community campaigns are needed to strengthen the social influence of eco-friendly consumption.

Limitations: The use of convenience sampling method in data collection may lead to the issue that not all participants represent the general population. Additionally, this study did not specifically focus on the use of environmentally friendly products such as electronics, vehicles, or food.

Contribution: This study contributes to the literature on green marketing by enhancing the intention to purchase green products among business owners and policymakers. This will raise public awareness of environmental issues in Indonesia.

Methodology/approach: This research was conducted from December 2023 to January 2024 with 359 respondents using convenience sampling. Data analysis was performed using partial least square – structural equation modeling (PLS-SEM).

Results/findings: The results show that environmental concern has a significant positive effect on green attitude. Green attitude, green behavior control, and green product awareness all have a significant positive effect on green purchase intention. Green attitude mediates the effect of environmental concern on the intention to purchase green products. This study found that green subjective norm does not significantly affect green purchase intention.

Limitations: The use of the convenience sampling method in data collection may lead to the issue that not all participants represent the general population. Additionally, this study does not specifically focus on the use of environmentally friendly products, such as electronics, vehicles, or food.

Contribution: The results of this study will provide academic contributions by linking environmental concern with the theory of planned behavior (TPB) approach to explore the psychological factors in explaining the intention to purchase green products. Second, it will contribute to business owners and policymakers in enhancing the intention to purchase green products. Third, it will raise awareness among the general public about environmental issues in Indonesia.

Keywords:
1. Environmental Concern
2. Green Purchase Intention
3. Theory of Planned Behaviour
Authors:
1 . Lady Lady
2 . Susanti Susanti
3 . Hesniati Hesniati
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How to Cite
Lady, L., Susanti, S., & Hesniati, H. (2025). Pendekatan Teori Perilaku Berencana Terhadap Minat Beli Produk Ramah Lingkungan. Studi Ilmu Manajemen Dan Organisasi, 6(3), 831–842. https://doi.org/10.35912/simo.v6i3.4066
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Vol. 6 No. 3 (2025): Oktober
Articles
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References

    Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

    Al Naim, A. F., Sobaih, A. E. E., & Elshaer, I. A. (2023). Enhancing Green Electronic Word-of-Mouth in the Saudi Tourism Industry: An Integration of the Ability, Motivation, and Opportunity and Planned Behaviour Theories. Sustainability (Switzerland), 15(11). https://doi.org/10.3390/su15119085

    Ansu-Mensah, P. (2021). Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective. Future Business Journal, 7(1), 1–13. https://doi.org/10.1186/s43093-021-00094-5

    Creswell, J. W. (2014). Research design: Qualitative, Quantitative, and Mixed Methods Approaches (4th edition). Unitred States of America: SAGE Publications Ltd.

    EPI. (2024). 2024 Environmental Performance Index - Environmental Performance Index. Retrieved July 29, 2024, from https://epi.yale.edu/measure/2024/EPI

    Fauzi, M. A., Hanafiah, M. H., & Kunjuraman, V. (2022). Tourists’ intention to visit green hotels: building on the theory of planned behaviour and the value-belief-norm theory. Journal of Tourism Futures, 1–22. https://doi.org/10.1108/JTF-01-2022-0008

    Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2018). Multivariate Data Analysis (8th ed.). Hampshire: Cengage Learning.

    Hair, J. F., 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.

    Hesniati, & Andrew. (2023). Analisis Faktor Yang Mempengaruhi Minat Beli Mobil. Jurnal Ekonomi Pembangunan, 9(2), 385–399.

    Kamalanon, P., Chen, J. S., & Le, T. T. Y. (2022). “Why do We Buy Green Products?” An Extended Theory of the Planned Behavior Model for Green Product Purchase Behavior. Sustainability (Switzerland), 14(2), 1–28. https://doi.org/10.3390/su14020689

    Katadata. (2021). Survei KIC: Baru 28 Persen Konsumen Memahami Produk Hijau. Retrieved June 14, 2024, from https://databoks.katadata.co.id/press-release/2021/11/30/survei-kic-baru-28-persen-konsumen-memahami-produk-hijau

    Laheri, V. K., Lim, W. M., Arya, P. K., & Kumar, S. (2024). A multidimensional lens of environmental consciousness: towards an environmentally conscious theory of planned behavior. Journal of Consumer Marketing, 41(3), 281–297. https://doi.org/10.1108/JCM-03-2023-5875

    Lim, I., & Lady, L. (2023). Factors that Influence Green Purchase Behavior by Green Purchase Intention on Green Apparel. International Journal of Indonesian Business Review, 2(1), 1–17. https://doi.org/10.54099/ijibr.v2i1.390

    Masukujjaman, M., Wang, C. K., Alam, S. S., Lin, C. Y., Ho, Y. H., & Siddik, A. B. (2023). Green Home Buying Intention of Malaysian Millennials: An Extension of Theory of Planned Behaviour. Buildings, 13(1). https://doi.org/10.3390/buildings13010009

    Maziriri, E. T., Nyagadza, B., Chuchu, T., & Mazuruse, G. (2023). Antecedents of attitudes towards the use of environmentally friendly household appliance products in Zimbabwe: an extension of the theory of planned behaviour. PSU Research Review, 9(2), 1–28. https://doi.org/10.1108/JTF-01-2022-0008

    Nor Azma, R., & Christine, J. G. (2023). A Bright Sight of Green Product Market in Malaysia: An Empirical Evidence Using Structural Equation Modelling. Global Business and Management Research: An International Journal, 15(1), 22–36.

    Prakash, G., Singh, P. K., Ahmad, A., & Kumar, G. (2023). Trust, convenience and environmental concern in consumer purchase intention for organic food. Spanish Journal of Marketing - ESIC, 27(3), 367–388. https://doi.org/10.1108/SJME-09-2022-0201

    Rodrigues, M., Proença, J. F., & Macedo, R. (2023). Determinants of the Purchase of Secondhand Products: An Approach by the Theory of Planned Behaviour. Sustainability (Switzerland), 15(14). https://doi.org/10.3390/su151410912

    Simanjuntak, M., Nafila, N. L., Yuliati, L. N., Johan, I. R., Najib, M., & Sabri, M. F. (2023). Environmental Care Attitudes and Intention to Purchase Green Products: Impact of Environmental Knowledge, Word of Mouth, and Green Marketing. Sustainability (Switzerland), 15(6). https://doi.org/10.3390/su15065445

    Tseng, M. L., Lin, C. W. R., Sujanto, R. Y., Lim, M. K., & Bui, T. D. (2021). Assessing sustainable consumption in packaged food in indonesia: Corporate communication drives consumer perception and behavior. Sustainability (Switzerland), 13(14). https://doi.org/10.3390/su13148021

  1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
  2. Al Naim, A. F., Sobaih, A. E. E., & Elshaer, I. A. (2023). Enhancing Green Electronic Word-of-Mouth in the Saudi Tourism Industry: An Integration of the Ability, Motivation, and Opportunity and Planned Behaviour Theories. Sustainability (Switzerland), 15(11). https://doi.org/10.3390/su15119085
  3. Ansu-Mensah, P. (2021). Green product awareness effect on green purchase intentions of university students’: an emerging market’s perspective. Future Business Journal, 7(1), 1–13. https://doi.org/10.1186/s43093-021-00094-5
  4. Creswell, J. W. (2014). Research design: Qualitative, Quantitative, and Mixed Methods Approaches (4th edition). Unitred States of America: SAGE Publications Ltd.
  5. EPI. (2024). 2024 Environmental Performance Index - Environmental Performance Index. Retrieved July 29, 2024, from https://epi.yale.edu/measure/2024/EPI
  6. Fauzi, M. A., Hanafiah, M. H., & Kunjuraman, V. (2022). Tourists’ intention to visit green hotels: building on the theory of planned behaviour and the value-belief-norm theory. Journal of Tourism Futures, 1–22. https://doi.org/10.1108/JTF-01-2022-0008
  7. Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2018). Multivariate Data Analysis (8th ed.). Hampshire: Cengage Learning.
  8. Hair, J. F., 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.
  9. Hesniati, & Andrew. (2023). Analisis Faktor Yang Mempengaruhi Minat Beli Mobil. Jurnal Ekonomi Pembangunan, 9(2), 385–399.
  10. Kamalanon, P., Chen, J. S., & Le, T. T. Y. (2022). “Why do We Buy Green Products?” An Extended Theory of the Planned Behavior Model for Green Product Purchase Behavior. Sustainability (Switzerland), 14(2), 1–28. https://doi.org/10.3390/su14020689
  11. Katadata. (2021). Survei KIC: Baru 28 Persen Konsumen Memahami Produk Hijau. Retrieved June 14, 2024, from https://databoks.katadata.co.id/press-release/2021/11/30/survei-kic-baru-28-persen-konsumen-memahami-produk-hijau
  12. Laheri, V. K., Lim, W. M., Arya, P. K., & Kumar, S. (2024). A multidimensional lens of environmental consciousness: towards an environmentally conscious theory of planned behavior. Journal of Consumer Marketing, 41(3), 281–297. https://doi.org/10.1108/JCM-03-2023-5875
  13. Lim, I., & Lady, L. (2023). Factors that Influence Green Purchase Behavior by Green Purchase Intention on Green Apparel. International Journal of Indonesian Business Review, 2(1), 1–17. https://doi.org/10.54099/ijibr.v2i1.390
  14. Masukujjaman, M., Wang, C. K., Alam, S. S., Lin, C. Y., Ho, Y. H., & Siddik, A. B. (2023). Green Home Buying Intention of Malaysian Millennials: An Extension of Theory of Planned Behaviour. Buildings, 13(1). https://doi.org/10.3390/buildings13010009
  15. Maziriri, E. T., Nyagadza, B., Chuchu, T., & Mazuruse, G. (2023). Antecedents of attitudes towards the use of environmentally friendly household appliance products in Zimbabwe: an extension of the theory of planned behaviour. PSU Research Review, 9(2), 1–28. https://doi.org/10.1108/JTF-01-2022-0008
  16. Nor Azma, R., & Christine, J. G. (2023). A Bright Sight of Green Product Market in Malaysia: An Empirical Evidence Using Structural Equation Modelling. Global Business and Management Research: An International Journal, 15(1), 22–36.
  17. Prakash, G., Singh, P. K., Ahmad, A., & Kumar, G. (2023). Trust, convenience and environmental concern in consumer purchase intention for organic food. Spanish Journal of Marketing - ESIC, 27(3), 367–388. https://doi.org/10.1108/SJME-09-2022-0201
  18. Rodrigues, M., Proença, J. F., & Macedo, R. (2023). Determinants of the Purchase of Secondhand Products: An Approach by the Theory of Planned Behaviour. Sustainability (Switzerland), 15(14). https://doi.org/10.3390/su151410912
  19. Simanjuntak, M., Nafila, N. L., Yuliati, L. N., Johan, I. R., Najib, M., & Sabri, M. F. (2023). Environmental Care Attitudes and Intention to Purchase Green Products: Impact of Environmental Knowledge, Word of Mouth, and Green Marketing. Sustainability (Switzerland), 15(6). https://doi.org/10.3390/su15065445
  20. Tseng, M. L., Lin, C. W. R., Sujanto, R. Y., Lim, M. K., & Bui, T. D. (2021). Assessing sustainable consumption in packaged food in indonesia: Corporate communication drives consumer perception and behavior. Sustainability (Switzerland), 13(14). https://doi.org/10.3390/su13148021