SINERGI, Volume 7 Number 2 September 2017

Green Consumerism : an Eco-Friendly Behaviour Form Through The

Green Product Consumption and Green Marketing
Wiwik Handayani1), Rendra Abdi Prayogo2)
1)2)
Faculty of Economics, Universitas Pembangunan Nasional “Veteran” Jawa Timur
1)
Email : Wi2k_anday@yahoo.com

(Submit : 02 July 2017; Revised : 04 August 2017; Aceepted : 24 August 2017)

Abstract. This research is referred to analyse the influence of consumer attitude of green product towards purchase intention.
The consumer attitude of green product is a psychological tendencies that is expressed by evaluating a certain entity with some
advantage or disadvantage considerations. The problem of this research is the low of cunsumer awareness to consume green
product, because the lack to comprehend the importance of green product usage for health and eco-friendly. The purpose of this
research is to test the influence of consumer attitude of green products towards purchase intention. Hypothesis testing using
Partial Least Square (PLS). The result of analysis show that there is influence among consumer attitude of green product
towards consumer purchase intention significantly.

Keywords : Consumer Attitude, Green Product, Buying Interest, Green Marketing

I. INTRODUCTION for and benefits of green products as compared to non-

green ones. In green marketing, consumers are willing to
Green consumerism is the continuation of global pay more to maintain a cleaner and greener environment.
consumerism action that started with consumer awareness Consumers, industrial buyers and suppliers need to
about their rights to get proper product, safe, and eco- pressurize to minimize the negative effects on the
friendly product. Consumer awareness of eco-friendly environment-friendly. Green marketing assumes even more
product become a suitable issue to be lifted remembering importance and relevance in developing countries like India
that stuff is important for future human sustainability. (Sarkar,Anirban, 2012).
(Dono et al., 2010) Green marketing is product marketing concept
Recently, the global warming issue is getting often using the materials that not damage environment. Green
to be spoken, it’s global warming condition that damage the marketing will be created if there is an awareness of
nature. The appearance of global warming issue makes company to take care environment by applying of green
citizens and companies be aware again that overseeing marketing concepts.
environment is really needed. There is a phenomenon that Green marketing is believed to be essential for
to make eco-friendly environment so we have to be back to sustainable development by striking a balance between
the nature, in consuming or marketing. The Green term is ecology, industrialization and human life.Green Marketing
getting often to be spoken even become an interesting issue is not only possible but also it is sustainable as well as
in research of knowledge. Green has gone mainstream profitable from various quarters (Das et al. 2012). Nadaf
because more people are worried about sustainability - and Nadaf (2014) described that “Green marketing is the
related issues than ever before (Ottman, 2011). The Green process of developing products and services and promoting
term is related with eco-friendly solution or design, or as them to satisfy the customers who prefer products of good
little as possible gives bad impact result in environment, so quality, performance and convenience at affordable cost,
it’s expected to be able contribute to curb global warming. which at the same time do not have a detrimental impact on
This phenomenon gives a picture of how cheap Green term the environment.
in our life, whereas actually it can be very expensive. It’s Polonsky (2011) proposed that transformative
not about the price, but the value, expensive of the green marketing can be implemented by (a)creating
comprehension, the aplication, to build realistic Green that alternative ways of presenting value and costs (considering
can curb this global warming. (kompasiana.com, 2015). environmental value), (b) changing the communications
These topic could certainly use future development.Thus, approach with a focus on education about human-
with investments and foresight from pioneering environment interface and importance of action and
organizations can develop the necessary green capabilities inaction; and (c) reframing consumption as want
and resources to build markets (Bigliardi et al., 2012). satisfaction rather acquisition of goods.
Commitments by organizations focusing on Kilbourne (2010) emphasised about the integration
environmentally friendly products and services and to of environmental issues into marketing approaches and
conduct marketing activities in an environmental actions for sustainability. Companies can reach to these
responsible way (Kinoti, 2011).Marketers also have the green segments by designing effective integrated marketing
responsibility to make the consumers understand the need communications (IMC) matching to identified profiles, by

Wiwik Handayani1), RendraAbdi Prayogo2) 25

Green Consumerism : an Eco-Friendly Behaviour Form Through The Green Product Consumption and Green Marketing
SINERGI, Volume 7 Number 2 September 2017
highlighting their product’s value proposition and after several years or even multiple tens. This VOC spread
competitive differentials for ensuring sustainable through many varians of product such as wall painting and
development . By developing a deeper understanding of varnish, so in the usage must be careful because the effect
key issues of sustainable consumption, future for industries that made by this additive substance is really dangerous and
will be untangled, clear, good for their businesses and good soil the environment (www.homefamilia,2015). Based on
for sustainable development. Corporate must realize the phenomenon above, so the next will be done a research
fact that sustainability has created immense opportunities about the influance consumer attitude of green product
for them and has constructed a bridge between business and towards purchase intention.
green, ensuring a better quality of life for everyone, now
and for the generations to come. ( Saxena, 2010). A. Attitude Toward Green Product
Green marketing is not going to be an easy
Green consumers are defined as consumers who
concept. The firm has to plan and then carry out research to
prefer products that are not likely to endanger human health
find out how feasible it is going to be. Adoption of Green
or damage the environment (Tekade & Sastikar, 2015; Xie
marketing may not be easy in the short run, but in the long
et al., 2014). Green consumers are the ultimate users of end
run it will definitely have a positive impact on the firm. The
products that are manufactured, although industrial
companies are involved in various activities to show their
consumers may be green as well, the focus is on individual
concern for environment as well as society, but at the same
or household consumers. Arguably, much of the green
time it is necessary for the companies to understand that
movement is driven by consumers, who then make their
Green marketing should not overlook the economic aspect
needs known through the supply chain, helping, in turn to
of marketing. Green marketing helps in the effective
green the supply chain and markets (Brindley & Oxborrow,
outcomes like cost cutting, employee satisfaction, waste
2014). Organizations are quite aware of green consumer
minimization, society welfare for the companies as well for
preferences, clearly profit-driven companies will be
society also (Devi,R.Uma, 2015).
strongly encouraged to green themselves
Unruh, G. and Ettenson, R. (2010) believe that
The green consumer is typically known as one
developing green products make sense for their
who support eco-friendly attitudes and/or who purchases
organization and need to determine the best path forward.
green products over the standard alternatives (Boztepe,
A green product is a product whose design and/or attributes
2012). Almost all consumers are conceivably green
(and/or production and/or strategy) use recycling
consumers. For instance, when a consumer has option to
(renewable/toxic-free/biodegradables) resources and which
choose from two similar products, the consumer will
improves environmental impact or reduces environmental
choose to buy environmentally friendly product. There
toxic damage throughout its entire life cycle. Note that each
have been a total of various circumstances which are
code containsseveral synonymic terminologies; for
influential in encouraging green consumers to buy green
example:Green: environmental or ecological; Attributes:
products. Far-reaching research over the years classify that
functions, ideas, practices, or qualities;Uses: incorporates;
intensive understanding of green issues; heightened level of
Recycling: renewable, toxic-free, or biodegradable;
knowledge opportunity on environmental subsistence;
Resources: energy, materials, or ingredients; Benefits:
green advertising by corporations; raised concern for the
maximizes, encourages, or contributes; Reduces:
environment; expanded in recognition of green products by
minimizes, saves, or eliminates, and Toxic damage:
environmental and social charities as some circumstances.
pollution (Durif , Boivin , Julien, 2010).
This overpowering advance in the general
Green products can be green for a number of
environmental awareness among various consumer
reasons, including being manufactured in a green way or
biography have been attempt undertaken by companies to
products when used make for a greener way of life
go green by introducing the idea of corporate
(Mohanasundaram, 2012).
environmentalism (Cherian & Jacob, 2012). Consumers'
Therefore, due to the attention of the society,
environmental concerns are connected to the benefit
many organisations have started to accept their
towards the biophysical environment and its issues
environmental responsibility (Chen, 2010). Chen & Chai
connected to the consumer and the surroundings. Initially,
(2010) defined green product/service as the product/service
gender plays an essential role in consumerism and
that will not spoil the environment or deprecate natural
environmental consciousness (Kaufmann, Panni, Or
resources, and can be recycled or conserved. According to
phanidou, 2012). It has been recognized by prior research
Martin & Simintiras (1995) consumers are converting their
that women were more concerned about the environment
environmental concern into green buying behaviour. Chase
than men.
(1991) as cited in Kim & Chung (2011) argued that
Besides, it has been told that consumers show
environmentally conscious people were changing their
environmental concerns depending on product features,
buying behaviours for a better environment.
precision of green product claims, information provided on
Currently, there are already many green products
the products and its advantages (Suki, 2013). There are
in market, in fashion market, consumer goods and
psychographic and cultural factors that are closely related
construction materials. Construction materials are also
to personal beliefs. Psychographic variables may include
needed to be attention because containing chemicals that
attitudes, behaviors and concerns of individuals (Zhao et
can danger people’s health. As an example, wall painting
al., 2014). In addition, cultural factors such as
has VOC which is organic compound that easy to evaporate
individualism and collectivism may also be categorized as
in the air. Mostly of bad effects of this material can be felt
psychographic variables (Xue, 2015).

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Green Consumerism : an Eco-Friendly Behaviour Form Through The Green Product Consumption and Green Marketing
SINERGI, Volume 7 Number 2 September 2017
Green consumer behavior (Zhao et al., 2014) Single 3.value orientation as individual tendency to reach
psychographic factors or combinations of them can result in expected purpose,based on the importance level, and
different consumer behaviors with respect to green guide the principles into people’s lifes (Laroche et al.,
activities. Different groups of individuals who share the 2001in Anvar and Venter, 2014).
same or similar psychological factors may form behavioral
segments within the context of sustainable lifestyle. C. The Definitions of Purchase Intention
Although what was found in this literature review
mentioned psychographics, explicit investigation of Purchase intention is consumer tendency to buy a
psychographic-specific characteristics and green trademark or take an action that is related with a purchase
consumerism was only evident in two publications (Chan, that measured with consumer probability to do the purchase
2000; Zhao et al., 2014). level. It can be called that purchase intention is mentally
Green consumer behaviour is a consumer question from consumer who reflect purchase planning a
behaviour that applying eco-friendly knowledge in every number of product with a certain trademark. This is really
their consuming action. There are some actions that must needed by marketers to know consumer purchase intention
be done of consumer as a realization of eco-friendly towards a product, the marketers or economists use
consumer behaviour which is known by 3R (Reduce, Reuse intention variable to predict consumer behaviour in the
dan Recycle) Mils,(2012). future.
Several researchers wanted to uncover the role of Purchase intention is obtained from a learning process
attitude on green consumption. Kim (2011) tried to and thinking process that form a perception. The purchase
understand the green consumption patterns by investigating intention that appear create a motivation that recorded
the role of collectivism, personal values, environmental continously on their mind, and finally when a consumer
attitudes and effective consumer perception. Hartmann & must fill their necessary will actualization what’s in their
Apaolaza-Ibanez (2012) argue that, in general, attitudes mind. Thus, purchase intention is an important thing in a
towards green products contribute to the purchase of green business. Indicator purchase intention of Rizaimyet. al,
products. (2010) and Phuah et.al. (2011).
Consumer attitude towards environment is a
common tendency that is learnt or formed in responding D. The Influence Of Consumer Attitude Of Green
consistently towards environment in a positive or negative Product Toward Purchase Intention
form, which is based on cognitive, affective, and conative.
This thing can be seen from there is still lack of Several researchers wanted to uncover the role of
consumer’s knowledge about eco-friendly claim. Consumer attitude on green consumption. Kim (2011) tried to
will believe information that is given by company without understand the green consumption patterns by investigating
processing the information more continously because the role of collectivism, personal values, environmental
consumer has had trust of product quality. The information attitudes and effective consumer perception. Kareklas,
of environment on product table, has not been fully give a Carlson, and Muehling (2014) expect that consumers’
clearly picture to consumers about the impact of consuming beliefs that organic farming is less harmful to the
product to environment. In the reality, the available of data environment will positively impacttheir organic food–
and information linked with environment and the products related attitudes and purchase intentions. The attitude
that are claimed green products still of lack so actually toward environment with product purchasing or the willing
consumer don’t know about the truth of those claims fully. to use it. The researchers conclude that individual has
positive attitude with environment will be more participate
B. The Dimension Of ConsumerAttitude Toward in buying and consuming green product (Kinnear et al,
Green Product 1974; Amyx et al, 1994; McCarty and Shrum, 1994; in
Cheah dan Phau, 2011).
Someone who concerned of many people importance This thing indicate, the more higher individual or
especially family, there is a tendency to do positive attitude consumer mixed up with environment, the more higher they
toward green product. This opinion is supported by the will buy green product. This concept is also supported by
result of Cheah and Phau’s research (2011). That explain the result of Cheah and Phau (2011) research, that
positive relation between value orientation with consumer consumer who has positive attitude toward green product,
attitude towards green product. The dimensions of Attitude will have a want to buy green product
Toward Green Productvariable former are : Attitude is someone expression that express a
1.Ecoliteracy, ecological knowledge that is also called sense of like or dislike on an object. Someone attitude and
as ecoliteracy is a consumer skill to identify or difine his behaviour are really related, which is if someone has
some symbols, concepts and behaviour linked to the positive attitude so the behaviour will be positive too. The
problem of ecological environment(Laroche et al. attitude towards green product purchase behaviour has
2001, in Anvar and Venter, 2014). positive correlation, supported by the research of Cheah
2. Interpersonal influence, is the influence of persuade and Phau (2011) where the consumer who has an attitude
action or influence others to a specific purpose. The that gives advantage to their environment will buy green
main influence of individual behaviour is the influence product in market. Based on the background and problem
from another person (Bearden et al, 1989, in Cheah that have been explained before, so the hypotheses who can
and Phau,2011).

Wiwik Handayani1), RendraAbdi Prayogo2) 27

Green Consumerism : an Eco-Friendly Behaviour Form Through The Green Product Consumption and Green Marketing
SINERGI, Volume 7 Number 2 September 2017
be formulated is : that consumer attitude toward green Based onthe research is obtained that hypotheses
product made positive influence toward purchase intention. who is submitted by consumer attitude toward green
product influence positively to purchase intention of eco-
friendly is the truth, because from the result of research
declare that consumer attitude toward green
II. METHODS productinfluence positively toward purchase intention of
wall paint can be received. This research is also supported
A. Participants research-researchthat there is positive influence from
The population of this research is wall painting understanding of environment on positive attitude
consumer. This research uses purposive samplingtechnic formation toward green product and influence positively
with criteria : the consumer who will buy eco-friendly wall toward consumer attitude on consumer willing to buy green
paint, the age of at least 21st, the consumer who understand product.
about green product. The result of this research show that on common
consumer knowledge in green product can interpret symbol
B. Instrument of eco-friendly written on that product. With the increasing
of consumer awareness toward environment, so consumer
The Variableof this research is consumer attitude interest to use it and have th positive impact for
toward green product,formed by ecoliteracy, interpersonal environment sustainability in a general way and consumer
value and value orientations.Quesionaire that usingwere health for special way. Making consumer active to search
study sum 20 item. Five items to measure respondents’ the information about eco-friendly wall paint product.
ecoliteracy were adapted from the work of (Laroche et al. This information sources are obtained by
2001, in Anvar and Venter, 2014).Five items to measure consumer from many media sources, such as television,
respondents’ interpersonal influence were adapted from the newspaper, magazine, tabloid, and scientific. The
work of (Bearden et al, 1989, in Cheah and Phau,2011). information about the product also can be obtained from
Five items to measure respondents’ value orientations were friend, family, or formally from company’s promotion, that
adapted from the work of (Laroche et al., 2001in Anvar and means that the care toward environment causes positive
Venter, 2014). Six items of behavioral intention to purchase attitude to environment. Therefore, from attitude will make
green products were constructed based on the studies of influence of consumer willing to buy the product, this is
Rizaimyet. al, (2010) and Phuah et.al. (2011).All items called ecological. Thus, it shows there is positive influence
were measured using 5-point Likert scale (1 is low and 5 is about environment on consumer positive attitude on
high). consumer willing to buy eco-friendly wall paint product.

C. Procedurs V. CONCLUSSION
The descriptive survey using questionaire was Based on the research can be concluded that consumer
employed in this study to examine how consumers’ attitude toward green product able to increase consumer
perceived green products affect their behavior intention to purchase willing. This is because there is awareness of the
purchase the products.The survey was conducted to important taking care the health and create eco-friendly
customer green product. The quesionaire were shared to 50 condition in our environment. The spreading of information
people who will buy eco-friendly wall paint. Then the data and knowledge about green product must be increased
were analyzed use Partial LeastSquare (PLS). continously. Thus consumer be able to interpret the symbol
of eco-friendly in the future on the product and will getting
III. RESULTS aware that by buying and using green product, it means that
participate in environment sustainability. The company is
The result of research show that model outer value
better to add information and promotion programs that can
(Measurement Model) with showing that all dimension in
attract consumer purchase intention toward green product.
variables of green products attitude show good validity,
Next research can learn green product promotion variables,
(factor loading) the entire above 0,5 and significan, bigger
communication and technology of information to increase
than 1,645. So it can be concluded that all dimension as
the knowledge and interpretation of consumer and the
variable measurer of green product attitude.
variables green consumerism variable.
Theinner model testing orstructural model was
done to see the relations among variables, significancy of
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Green Consumerism : an Eco-Friendly Behaviour Form Through The Green Product Consumption and Green Marketing