The inhibiting factors of green product purchasing behavior: green knowledge as a moderating effect
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...
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| Format: | Article |
| Language: | English |
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Vilnius Gediminas Technical University
2023-09-01
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| Series: | Business: Theory and Practice |
| Subjects: | |
| Online Access: | https://journals.vilniustech.lt/index.php/BTP/article/view/17877 |
| _version_ | 1797327080692645888 |
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| author | Yunita Budi Rahayu Silintowe I Made Sukresna |
| author_facet | Yunita Budi Rahayu Silintowe I Made Sukresna |
| author_sort | Yunita Budi Rahayu Silintowe |
| collection | DOAJ |
| description |
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.
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| first_indexed | 2024-03-08T06:33:19Z |
| format | Article |
| id | doaj.art-67065a79a8d04b398bc1dc9597f1a442 |
| institution | Directory Open Access Journal |
| issn | 1648-0627 1822-4202 |
| language | English |
| last_indexed | 2024-03-08T06:33:19Z |
| publishDate | 2023-09-01 |
| publisher | Vilnius Gediminas Technical University |
| record_format | Article |
| series | Business: Theory and Practice |
| spelling | doaj.art-67065a79a8d04b398bc1dc9597f1a4422024-02-03T10:59:07ZengVilnius Gediminas Technical UniversityBusiness: Theory and Practice1648-06271822-42022023-09-0124210.3846/btp.2023.17877The inhibiting factors of green product purchasing behavior: green knowledge as a moderating effectYunita Budi Rahayu Silintowe0I Made Sukresna1Faculty of Economics and Business, Universitas Diponegoro, Semarang, Indonesia; Faculty of Economics and Business, Universitas Kristen Satya Wacana, Salatiga, IndonesiaFaculty of Economics and Business, Universitas Diponegoro, Semarang, Indonesia 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. https://journals.vilniustech.lt/index.php/BTP/article/view/17877green productsgreen purchasing behaviorgreen knowledgehabitsskepticismlack of availability |
| spellingShingle | Yunita Budi Rahayu Silintowe I Made Sukresna The inhibiting factors of green product purchasing behavior: green knowledge as a moderating effect Business: Theory and Practice green products green purchasing behavior green knowledge habits skepticism lack of availability |
| title | The inhibiting factors of green product purchasing behavior: green knowledge as a moderating effect |
| title_full | The inhibiting factors of green product purchasing behavior: green knowledge as a moderating effect |
| title_fullStr | The inhibiting factors of green product purchasing behavior: green knowledge as a moderating effect |
| title_full_unstemmed | The inhibiting factors of green product purchasing behavior: green knowledge as a moderating effect |
| title_short | The inhibiting factors of green product purchasing behavior: green knowledge as a moderating effect |
| title_sort | inhibiting factors of green product purchasing behavior green knowledge as a moderating effect |
| topic | green products green purchasing behavior green knowledge habits skepticism lack of availability |
| url | https://journals.vilniustech.lt/index.php/BTP/article/view/17877 |
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