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Exploring consumers’ purchase intention towards green products in an emerging market: The role of consumers’ perceived readiness

Arli, D, Tan, LP, Tjiptono, F and Yang, L ORCID: 0000-0001-5784-0922 2018 , 'Exploring consumers’ purchase intention towards green products in an emerging market: The role of consumers’ perceived readiness' , International Journal of Consumer Studies, vol. 42, no. 4 , pp. 389-401 , doi: 10.1111/ijcs.12432.

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Abstract

Consumers’ awareness of green products has increased in the last few years, but studies show that the demand for green products has been stagnant. The purpose of this study is to explore the roles of consumers’ perceived readiness to be green and subsequently, how readiness to be green affects consumers’ purchase intention towards green products in an emerging market, Indonesia. A total of 916 survey responses were collected in three universities, two major shopping malls and several housing areas in Yogyakarta, Indonesia. The findings reveal that consumers’ attitude (ATT), subjective norm, perceived behavioural control (PBC), pro‐environmental self‐identity (PEI), ethical obligation and consumers’ readiness to be green are the determinants of intention to purchase green products. Consumers’ readiness to be green mediates the effects of ATT, PBC, PEI and perceived sense of responsibility on purchase intention. The study provides further insights into the discrepancy between professed positive attitudes towards the environment and the slow uptake of green behaviour in an emerging market.

Item Type: Article
Authors/Creators:Arli, D and Tan, LP and Tjiptono, F and Yang, L
Keywords: green consumption, sustainability, consumer green readiness, green marketing, environmentally friendly
Journal or Publication Title: International Journal of Consumer Studies
Publisher: Wiley-Blackwell Publishing Ltd.
ISSN: 1470-6423
DOI / ID Number: 10.1111/ijcs.12432
Copyright Information:

Copyright 2018 John Wiley & Sons Ltd |

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