Next Article in Journal
In the Search for Sustainable Vertical Green Systems: An Innovative Low-Cost Indirect Green Façade Structure Using Portuguese Native Ivies and Cork
Previous Article in Journal
Operating Multi-Purpose Reservoirs in the Red River Basin: Hydropower Benefit Optimization in Conditions Ensuring Enough Water for Downstream Irrigation
 
 
Search for Articles:
Title / Keyword
Author / Affiliation / Email
Journal
Article Type
 
 
Advanced Search
 
Section
Special Issue
Volume
Issue
Number
Page
 
Journals
Sustainability
Volume 15
Issue 6
10.3390/su15065445
sustainability-logo
Submit to this Journal Review for this Journal Propose a Special Issue
► Article Menu

Article Menu

share Share announcement Help format_quote Cite question_answer Discuss in SciProfiles thumb_up
...
Endorse textsms
...
Comment
first_page
settings
Order Article Reprints
Font Type:
Arial Georgia Verdana
Font Size:
Aa Aa Aa
Line Spacing:
Column Width:
Background:
Article

Environmental Care Attitudes and Intention to Purchase Green Products: Impact of Environmental Knowledge, Word of Mouth, and Green Marketing

by
Megawati Simanjuntak
1,*,
Nidya Luthfi Nafila
1,
Lilik Noor Yuliati
1,
Irni Rahmayani Johan
1,
Mukhamad Najib
2 and
Mohamad Fazli Sabri
3
1
Department Family and Consumer Sciences, IPB University (Bogor Agricultural University), Bogor 16114, Indonesia
2
Department of Management, IPB University (Bogor Agricultural University), Bogor 16114, Indonesia
3
Department of Resource Management and Consumer Studies, Universiti Putra Malaysia, Serdang 43400, Malaysia
*
Author to whom correspondence should be addressed.
Sustainability 2023, 15(6), 5445; https://doi.org/10.3390/su15065445
Submission received: 16 January 2023 / Revised: 2 March 2023 / Accepted: 13 March 2023 / Published: 20 March 2023
(This article belongs to the Section Economic and Business Aspects of Sustainability)
Browse Figures
Versions Notes

Abstract

:
The intention to purchase green products cannot be separated from environmental consciousness among people. This study analyzes the effect of environmental knowledge, word of mouth (WOM), and green marketing on environmental care attitudes and the intention to purchase green products. A total of 159 valid questionnaires were analyzed with structural equation modeling. The empirical results indicate that environmental knowledge significantly affects environmental care attitudes. In addition, green marketing and environmental concerns significantly and positively affect the intention to purchase green products. Meanwhile, WOM and green marketing do not significantly affect environmental care attitudes. Similarly, environmental knowledge and WOM do not significantly affect the intention to purchase green products. Finally, managerial implications for the government and business were formulated.

1. Introduction

Many factors can influence a consumer’s desire to purchase environmentally friendly products. A literature review of 108 articles across the six years from 2015 to 2021 revealed that perceived consumer effectiveness, customers’ attitudes, subjective norms, environmental concerns, environmental knowledge, perceived behavioral control, and awareness were considered the major positive factors of both green product intention and behavior. Meanwhile, price, health consciousness, and green trust as well as intention, environmental involvement, and personal norms emerged as major positive drivers for green product intention and behavior, respectively [1]. Next, previous research has found that environmental knowledge [2], word of mouth (WOM) [3,4,5], green marketing [6], and environmental care attitudes [7,8] all influence purchase intention. Knowledge can influence people’s desire for environmentally friendly products. Furthermore, understanding consumer attitudes and beliefs toward environmentally friendly products raises consumer awareness of the environment [9]. Additionally, knowledge is important, but it is influenced by the knowledge of others who have used green products, known as WOM. WOM has the potential to spread faster than advertising or direct mail [10]. Research has also shown that green marketing positively influences purchasing decisions [11]. Although green marketing has been a major research topic for decades, little research [12,13,14] has focused on the effect of green marketing strategies on purchasing intention, especially in developing countries.
Of all previous studies, research focusing on word-of-mouth and green marketing as drivers of green product intentions and behaviors is still relatively limited and thus deserves further research. An obvious research gap in this study is that none of the studies above analyzed all variables, namely knowledge, WOM, and green marketing, at once. Therefore, this research might allow the identification of multiple variables encouraging or obstructing green product attitudes and intentions. Therefore, this study contributes to the literature that examines the driving factors of behavioral intentions for green products, whether the most influential factor is internal or external to the consumer. Moreover, this research might assist in clarifying the different causes behind the existing green product intention inconsistency and the elements accountable for such conflicting behavior. So, this research aims to bridge the gap between how customers think and behave about green products, and research often shows a dissonance between the status of customers and their actual behavior regarding sustainable behavior [15]. This phenomenon is well-known in previous literature and has been called the “green attitude–behavior gap” [16]. This finding is a useful contribution towards the formation of green product interest because an increasing number of people are concerned about environmental issues, eventually leading to increased demand for eco-friendly products in daily behavior. Moreover, marketers must understand consumers’ willingness to purchase green products [17], which helps formulate appropriate green product market development strategies.
Two theories are relevant to this study: ABC theory and norm activation model (NAM) theory. These two theories emphasize that ABC theory and norm activation models can effectively explain and predict environmentally conscious behavior based on the idea that cognitive and moral norms determine what people believe and behave as environmentally conscious consumers. First, the ABC theory posits that attitudes describe ambivalence’s emotional, cognitive, and physical consequences, which influence how different components interact [18]. According to ABC theory, what is affected is a person’s emotions, attitudes, and sympathetic nervous system activity associated with objects and their association [19]. Other aspects of cognition also influence attitudes; a person’s understanding of and opinion about the attitude object is derived from their feelings toward the attitude object [20]. In addition, according to the NAM theory, personal norms are based on two factors: awareness of whether or not a behavior has consequences and a sense of responsibility for carrying out certain behaviors. It explains that awareness of consequences affects personal norms via a person’s responsibilities. Therefore, awareness of consequences and responsibilities moderates the influence of personal norms on behavior [21].
The goals of this study are first to describe each research variable in detail and second to analyze the effect of environmental knowledge, WOM, and green marketing on attitudes toward environmental care and the intention to purchase green products.
The theoretical model of the research was built in the framework depicted in Figure 1 using the ABC theory and the NAM theory.
Based on the framework in Figure 1, the following hypotheses are proposed:
H1: 
Environmental knowledge significantly affects environmental care attitudes.
Knowledge may be crucial in motivating one’s behavioral change to engage in general pro-environmental behavior [22]. Consumers who understand the concept of environmentally friendly products, the awareness of consuming environmentally friendly products, and the environmental regulations will consider the environmentally friendly value of a product before deciding to buy. In addition, environmental knowledge can influence environmentally friendly attitudes [9]. Consumers with a high level of environmental knowledge have a good attitude toward environmental protection and a strong willingness to buy green products [23].
H2: 
WOM significantly affects the attitude toward environmental care.
Word of mouth is defined as a promotional medium through the exchange, information flow, communication, or conversation between two individuals related to the value of a good/service that has been purchased or used, thus impacting the assessment of the good/service [24]. Word of mouth can influence the perception of others after hearing or reading a judgment about something, for example, a green consumer’s review [3].
H3: 
Green marketing significantly influences people’s attitudes toward environmental protection.
Green marketing is the process of marketing products in an environmentally friendly way, reducing the use of raw materials that damage the environment [25]. Previous researchers such as [12,13,14] found that green marketing has been extensively researched in western countries, while little research has been conducted on green purchasing behavior in developing countries, including Indonesia. Previous research revealed a positive and significant influence between green marketing variables on purchase intention variables and also shows that green marketing strategies on products can generate interest in potential consumers in these products. Green marketing positively and significantly influences purchasing intentions for green products [26]. Furthermore, several eco-labels and customer feedback, as part of green marketing, influence customers’ willingness to spend more on green products [18,19,27]. Moreover, green marketing activities can better promote the positive impact of corporate green marketing behaviors on consumers’ willingness to consume green [28].
H4: 
Environmental knowledge significantly affects the purchase intention of green products.
Environmental knowledge can be an important factor influencing purchase intention towards green products. Previous research states that environmental knowledge can influence consumer intention and behavior in buying green products [29]. Environmental knowledge is also an indicator of each individual’s social and environmental sustainability, and this attitude provides an impetus for buying interest in green products [7]. Furthermore, the results of previous studies explain that environmental knowledge positively affects green product purchase intentions [30]. In addition, green brand knowledge was the most significant determinant of green product purchase intention [31].
H5: 
WOM significantly influences the purchase intention of green products.
Word of mouth plays a major role in creating an image in the minds of consumers, which can cause consumers to be interested in buying the product through word of mouth. Previous research found that word of mouth significantly affects brand image [32]. The results of previous research also concluded that word of mouth could influence trust, thus impacting consumer purchase intention [33]. Previous research also states that the impact of word of mouth is very strong on consumers and can result in changes in purchasing interests and decisions [34].
H6: 
Green marketing significantly affects the purchase intention of green products.
Green marketing offers will likely trigger interest in buying the product. The green marketing mix (green products, prices, places, and advertisements) significantly correlates with purchase intention [35]. From a green marketing point of view, consumers negotiate morals subjectively, thus causing a min-at to buy green products [36]. One of the importances of implementing green marketing is that it can make differentiation for a product in an increasingly changing market; this can increase public interest in buying green products or environmentally friendly products. Consumers with a positive attitude towards green brands will have a high chance of making purchases; green brands significantly affect green purchase intention [37]. As a green marketing tool, various channels affect consumers’ psychological feelings when providing psychological security, making consumers trust products and leading to behavioral purchase intentions for consumers [38].
H7: 
Environmental care attitude has a significant effect on green product purchase intention.
Concern for the environment and climate is an individual’s moral obligation to do something for the environment [39]. Therefore, environmental concerns reflected in environmental care attitudes significantly positively affect the purchase intention of green products [40,41]. Next, using the PLS-SEM method, the scholar concluded that attitude plays a significant role in consumers’ intention to buy green cosmetics in Indonesia [42]. In addition, the role of consumer attitudes has a significant effect on the repurchase intention of environmentally friendly products [2].

2. Materials and Methods

This research applied a quantitative approach using online survey techniques to examine the impact of environmental knowledge, WOM, and green marketing on environmental care attitudes and green product purchase intentions. Data were collected via Google Forms, and information was disseminated via the social media WhatsApp, Line, and Instagram. However, how much data were obtained from each social media platform was unclear.
Furthermore, a voluntary sampling of Indonesian citizens was used based on the respondent’s desire to participate. As the name implies, the final sample is selected from those potential respondents willing and eligible to participate in the survey. The sample size is based on 5–10 times the number of variables [43]. Because there are 27 indicators in this study, the sample size required is 135–270 participants. A total of 159 valid questionnaires were analyzed. According to the demographics of the respondents, six out of ten are females aged 21–30 years who live in Greater Jakarta. In addition, four out of ten respondents had completed senior high school. Furthermore, four out of ten graduated from senior high school and are now undergraduate students. Almost 40% of respondents have an average monthly income of more than 1,000,000 rupiahs. The sample characteristics were obtained as shown in Table 1.
The variables observed in this study consisted of five components, all measured using modified instruments derived from previous studies. Environmental knowledge [44], WOM [3], green marketing [6], environmental care attitude [7], and the intention to purchase green products [45] are among these factors. The instrument was also modified to make it more understandable and simpler to complete using a five-point Likert scale. In addition, this study adds one indicator in the purchase intention of green products, namely MB4. Table 2 lists the latent variables, codes, variable indicators, and scales.
Instrument testing was performed before data collection to ensure a reliable measuring device. This study included 34 participants. The data were also analyzed using Cronbach’s alpha statistic. A variable is considered reliable if its Cronbach’s alpha value is greater than 0.60. The reliability test results demonstrate that each variable has a Cronbach’s alpha value of ≥0.6, indicating that each question on the five variables used in this study is reliable (Table 3).
Descriptive statistics were performed first to address the first goal of identifying each research variable. The average score of each indicator in a single variable was summed and then converted into an index (0–100 scale). The objective is for each variable to have the same comparison. The classification of the index is determined by categorizing it as low (index ≤ 60.00), moderate (index 60.01–79.99), and high (index ≥ 80.00). The index was calculated using the following formula:
Index = Gained   Score − Minimum   Score Maximum   Score − Minimum   Score × 100
A structural equation modeling (SEM) analysis with LISREL was used to address the second objective: to examine the effects of environmental knowledge, WOM, green marketing, and environmental care attitudes on the purchase intention of green products.

3. Results

3.1. Buying Interest

As many as 31% of respondents who received results stated they intended to buy a tote bag. Furthermore, with a percentage of 54.72%, most respondents intend to purchase goods online. Many respondents have found that green marketing can attract them to buy green products. It is also possible to conclude that respondents have taken environmental protection measures in the context of caring for the environment. Finally, regarding purchase intention, respondents are interested in purchasing green products to protect the environment, but the prices can be quite high, discouraging respondents from purchasing these green products. Furthermore, respondents received much environmental information from various media sources. Social media is the most frequently used source of environmental information. Thus, it can be concluded that respondents frequently read or see reviews before purchasing a product.

3.2. Description of Variable Indicators

The ability to recognize environmental issues and their causes is called environmental knowledge. The environmental knowledge in this study was moderate, at 52.2%, with an average index of 68.48. This finding suggests that green marketing is still a low priority for consumers who want to learn more about the environment. WOM is moderate at 61.6%, with an average index of 73.24; respondents are likely to consider reviews from other people before purchasing specific products. The average percentage of people responsible for the environment is 79.5% of environmental care attitude. The environmental care attitude in this study is moderate, at 62.3%, with an average index of 76.32. The environmental care attitude is expressed or practiced by someone regarding environmental sustainability issues. The environmental concern attitude in this study is moderate, at 47.8%, with an average index of 71.80. These data suggest that respondents care about the environment.
Furthermore, 62.7% of respondents are interested in purchasing eco-friendly products, and the interest in purchasing green products in this study is moderate, with an average index score of 67.52. Additionally, this study’s interest in green products is moderate, at 58.5%, with an average index score of 74.65. These findings revealed that respondents are interested in purchasing green products (Table 4).

3.3. Evaluation of Model Fit Level

The level of fit of the model was evaluated to determine the level of fit of the original data to the model that was designed based on the hypothesis. The level of data fit with the model was evaluated in three stages: (1) overall model fit, (2) measurement model fit, and (3) structural model fit [43].

3.3.1. Overall Model Fit Test

The overall model fit test results from the Root Mean Square Error of Approximation (RMSEA), Root Mean Square Residual (RMR), Goodness of Fit Index (GFI), Adjusted Goodness of Fit Index (AGFI), Incremental Fit Index (IFI), Normed Fit Index (NFI), and Comparative Fit Index (CFI) values based on the fit criteria are presented in Table 5.
The results of the re-specification show that the overall model fit test is acceptable and that the model is described as having a good fit. The absolute fit indices include the root means square error of approximation. In large samples, the RMSEA index can be used to compensate for the Chi-Square test. The RMSEA value must be less than or equal to 0.08 for the model to be accepted. The calculated RMSEA value is 0.049, indicating that it meets the appropriate criteria and that the model is acceptable. The RMR is 0.04; the GFI is 0.85; the AGFI is 0.81; the IFI is 0.98; the NFI is 0.94, and the CFI is 0.98, indicating that the model meets the good fit criteria.

3.3.2. Measurement Model Fit

After the overall model was evaluated for appropriateness, the structural model’s fit test was performed. The model’s fit criteria are based on the reliability of the indicator variables on the latent variable. A valid indicator has a standardized loading factor of ≥0.5. However, not all indicators are valid, and indicators SPL5 and SPL4 are disqualified because their standardized loading factor is significantly lower than 0.5. The SEM results are shown in Figure 2.
To assure the validity and reliability of this model and result, the construct reliability (CR) and variance extracted (VE) measure for each construct were conducted. In general, the acceptable construct reliability (CR) value is ≥0.7, and the variance extracted (VE) value is ≥0.5. High-reliability results provide confidence that individual indicators are consistent with their measurements. Based on the study’s results, it was found that all variables met the reliability requirements with CR values ≥ 0.7 and VE ≥ 0.5. These results indicate that each indicator variable has a valid conclusion to measure its latent construct. Furthermore, all construct reliability (CR) on each latent variable is more than 0.7. This finding shows that the indicators used in this study after elimination have a reliability value that can measure their constructs. Therefore, it can be concluded that the measurement model evaluation results show that the overall model fits the data (Table 6).

3.3.3. Structural Model Fit

A specific significance level is used to evaluate the structural equation model fit test. The model’s fit is tested by determining that the t-value of each latent variable must be greater than 1.96; this is required because the hypothesis must be accepted at a significance level of 0.05 (95% confidence level). According to Figure 2, three variables have a t-value greater than 1.96. In the structural model fit test, the four hypotheses with t-values less than 1.96, namely, H2, H3, H4, and H5, are considered insignificant. Therefore, the statistical analysis results have non-significant values.

3.4. Hypothesis Testing

The empirical model was used to test hypotheses by testing the path coefficient and t-value on the SEM. If the t-value is greater than 1.96, the effect of one variable on another is significant; otherwise, if the t-value is less than 1.96, it is not significant. Table 7 summarizes the results of the SEM estimation.
The hypothesis testing in Table 5 reveals that environmental knowledge (PL) significantly and positively affects environmental care attitudes (SPL) (β = 0.20; t-value = 2.03). Furthermore, green marketing (PH) has a significant positive effect on green product purchase intention (MB) (β = 0.54; t-value = 4.90). Furthermore, environmental care attitude (SPL) has a significant and positive influence on green product purchase intention (MB) (β = 0.17; t-value = 1.99). However, some results revealed that the influence of variables is not significant, such as the lack of influence of WOM on environmental care attitude (SPL) (β = 0.15; t-value = 1.45) and the lack of influence of green marketing (PH) on environmental care attitude (SPL) (β = 0.15; t-value = 1.31). Furthermore, environmental knowledge (PL) has no significant effect on green product purchase intention (MB) (β = 0.097; t-value = 1.08), and WOM has no significant effect on green product purchase intention (MB) (β = 0.014; t-value = 0.16). Therefore, we can conclude that H1, H6, and H7 are accepted, whereas H2, H3, H4, and H5 are rejected.

4. Discussion

4.1. The Effect of Environmental Knowledge on Environmental Care Attitudes (H1)

The findings revealed that environmental awareness significantly impacts the attitude toward environmental care. The coefficient of environmental knowledge on environmental care attitudes of 0.20 and a t-value of 2.03 support this conclusion. A value greater than 1.96 indicates a significant and positive relationship. The following indicators are part of environmental knowledge, with understanding global warming (PL1) being one of the most significant indicators with a loading factor of 0.93. This result implies that understanding global warming will significantly impact increasing environmental awareness.
Thus, H1 has been proven and accepted. Environmental knowledge affects environmental care attitudes by 20%. The greater one’s environmental knowledge, the more positive one’s attitude toward environmental stewardship. This finding implies that someone with extensive environmental knowledge will influence their thoughts and opinions about the environment. This will be reflected in a considerate attitude toward the environment. Attitudes based on a comprehensive and organized knowledge base could be the foundation for reactions to attitudes [46]. Knowledge is required to understand the principles of sustainable development, their implementation, the attitudes and values associated with them, and the consequences of their application [47]. Furthermore, understanding consumer attitudes and beliefs about environmentally friendly products is the primary driver of environmentally conscious consumer behavior. Consumers with higher environmental awareness and concern have a more ecological attitude than consumers without awareness or concern. This finding demonstrates that the more consumers know about the environment, the more environmentally conscious they are.

4.2. The Effect of Word of Mouth on Environmental Care Attitudes (H2)

The WOM does not affect environmental care attitudes. This is supported by the t-values of 1.45. This value is less than 1.96, indicating no significant influence exists between variables. Thus, H2 is rejected. The reviews from others do not affect a person’s attitude. The tendency to listen to or see comments from other people to find out about a product or service, such as consulting with other consumers to help choose the right product, gathering information about product reviews from other consumers before buying a particular product, did not give the consumers the confidence to buy the product.
The opinions of friends, the government, and environmental organizations might be more influenced by environmental care attitudes [3]. These findings are possible because other people’s product reviews are less significant and do not draw attention to the product to be used. Therefore, someone who reads or hears product reviews is more concerned with the advantages and disadvantages that the reviewer experienced after purchasing the product.

4.3. The Effect of Green Marketing on Environmental Care Attitudes (H3)

The analysis results conclude that green marketing does not affect environmental care attitudes. The t-value of less than 1.96, equal to 1.31, supports this conclusion, indicating no significant effect between the variables. Therefore, H3 was rejected. In addition, the path coefficient value of green marketing’s influence on environmental care attitude is 0.15, indicating that an increase in green marketing’s attitude does not lead to an increase in environmental care attitude. This study’s finding contradicts previous research, which found that the attractiveness of advertisements significantly impacts people’s attitudes toward green brands [48].
The green marketing to promote a product as environmentally friendly and reducing the use of polluting raw materials applied by companies has not succeeded in increasing the positive environmental care attitudes. Respondents’ assumed the company’s green marketing did not include values encouraging consumers to be environmentally friendly.

4.4. The Effect of Environmental Knowledge on Intention to Purchase Green Products (H4)

Environmental knowledge does not affect purchase intention for green products. This is supported by the t-values of 1.08. This value is less than 1.96, indicating no significant relationship between variables. Thus, H4 is rejected. This study’s findings contradict previous research, which found that environmental knowledge issues significantly impact the desire and choice to consume green products [30]. The greater a consumer’s environmental knowledge, the less they will feel responsible for environmental pollution, the greenhouse effect, and air quality. Even though purchasing green products is wise, switching to green products has numerous advantages.
Environmental knowledge in green products does not reflect customer commitment to prefer green products over conventional products [49]. Consumers familiar with the environment are less interested in green purchasing. This implies that respondents in this study are thought to believe that environmental knowledge is not a major factor in encouraging interest in purchasing green products. Knowledge about the environment has a greater influence on consumer mindsets, but it has not yet reached the stage of influencing the desire to purchase a product because other factors can influence purchasing interest.

4.5. The Effect of Word of Mouth on Intention to Purchase Green Products (H5)

The findings revealed that WOM did not affect purchase intentions for green products. This is supported by the t-values of 1.16. However, this value is less than 1.96, indicating no significant influence exists between variables. Thus, H5 is rejected. The tendency to listen to or see other people’s comments to find out about a product or service had no impact on a person’s interest in purchasing green products. This finding contradicts the previous research, which demonstrated that electronic WOM has a significant effect on purchase intention [50,51]. Respondents in this study are suspected of assuming that reviews obtained from other consumers are not a significant factor in encouraging interest in purchasing green products. This result is possible because WOM is an external factor and thus has less clout than other factors.

4.6. The Effect of Green Marketing on Intention to Purchase Green Products (H6)

The results show that the path coefficient value of green marketing on green product purchase intention is 0.54 with a t-value of 4.90. This result affects why green marketing has a significant positive impact on green product purchase intentions. Thus, this study’s H6 is proven and accepted. Respondents always consider products that use environmentally friendly packaging. They believe green marketing through environmentally friendly packaging affects their purchasing interest in green products.
The more interested respondents are in corporate green marketing, the more interested they are in purchasing green products. Respondents realized that a company’s green marketing could entice consumers to buy the products offered. This is in line with the previous research showing that environmental consumer attitudes influence consumers’ willingness to purchase environmentally friendly products [52].

4.7. The Effect of Environmental Care Attitudes on Intention to Purchase Green Products (H7)

The result revealed that the path coefficient value of green marketing on buying interest in green products is 0.17, with a t-value of 1.99. This finding affects why environmental care attitude significantly impacts green product purchase intention. Thus, H7 is proven and accepted. The respondents’ feeling of responsibility for environmental pollution will contribute to positive environmental care attitudes. These data illustrate that respondents believe that being responsible for environmental pollution affects their interest in purchasing green products. For consumers who feel responsible for environmental pollution, the greenhouse effect, and air quality, purchasing green products is a wise choice. They consider switching to green products because of the many benefits such as less pollution. Moreover, because they care about the environment, they switch from regular to green products for ecological reasons, plan to consume green products, and continue to buy them even though they are expensive. The more concerned people are about environmental sustainability, the more interested they are in purchasing green products.
Overall, respondents who already have environmental care attitudes can increase consumer interest in purchasing green products as proven by previous research of [53]. Furthermore, this study is consistent with the NAM theory, which states that awareness of consequences affects personal norms through one’s responsibilities [54]. The responsibility aspect is expressed in this study as an attitude of caring for the environment.

4.8. Theoretical Contribution

Based on this study to address the factors that influence the purchase intention of green products, this study concluded that environmental knowledge affected environmental care attitudes. Furthermore, green marketing and environmental care attitudes affected green product purchase intentions. Figure 3 depicts the final model.
The empirical results of this study address the gap in the prevailing body of literature in reference to the impact of environmental knowledge and green marketing, as well as the effect of environmental care attitudes on product purchase intention. Knowledge does not directly affect intention but is mediated by attitudes that align with the ABC model theory, which mentions that cognition drives attitude behavior [18]. These findings also support NAM theory which proposes that awareness of responsibilities and consequences reduces the influence of personal norms on behavior because people are aware of their responsibilities and the consequences of their actions [54]. Therefore, this study applies NAM theory to hypothesize that a person’s attitude towards environmental protection can affect their behavior, one of which is turning to green products, thus making them interested in buying green products. Moreover, this research confirms previous research such as [6,7,8,19,20]. Therefore, this study also answered that there is no gap between attitudes and intention, as it has been proven that there is an effect between these two variables. However, WOM is not a driver of attitudes and intentions. For this reason, extensive research is necessary to demonstrate the effect of WOM on green product behavior, as [3,4,5] stated in their studies.

4.9. Policy Implications

According to the study results, Indonesians’ attitudes and purchasing intentions are moderate. Furthermore, environmental knowledge impacts environmental care attitudes, whereas green marketing and environmental care attitudes influence green product purchase intentions. Therefore, consumer environmental knowledge regarding global warming, green products, climate change, greenhouse gas, environmental issues, recycling and waste reduction, green product symbols or signs on product packaging, and green products causing less damage than other products must be improved.
As a result, collaboration with the government, particularly the Ministry of Environment and Forestry (KLHK), companies, and environmental organizations is required to improve the performance of information dissemination with clear, current, and up-to-date information. Environmental issues and eco-labeling are two examples of information that can be disseminated. Furthermore, as stated in Government Regulation of the Republic of Indonesia Number 22 of 2021 concerning the Implementation of Environmental Protection and Management, KLHK can provide education on environmental management and monitoring efforts. Furthermore, institutions that provide access to environmental information are expected to provide examples of activities to preserve the environment and provide adequate facilities to support environmental sustainability, such as facilities providing organic and inorganic waste bins in public places and establishing an organized waste disposal system so that collected organic and inorganic waste does not end up in the landfill. Furthermore, the government can enact policies that promote good waste management, allowing people to embrace environmental stewardship attitudes fully.
Green marketing, in addition to environmental knowledge, influences green purchase intention. As a result, companies are expected to use green marketing to promote their products or services. Green marketing can be accomplished by applying eco-labels to their products and providing information about the environmental impacts of using these green products. As a process, businesses should ramp up their green marketing efforts, such as using environmentally friendly packaging (e.g., paper to reduce plastic); recycling, reusing, and recreating product packaging materials; and conducting product promotions that explain their positive environmental impact. In addition, companies and businesses can use green brand positioning to market their products better and increasing consumers’ purchase intentions for green brands. A successful green brand positioning is seen as an asset for marketers that can use it to differentiate their product from available competitors, create an impression that their product is unique, create more demand and generate more intent to buy more green products.
Based on the results of this study, government or non-government environmental organizations can provide more accurate and up-to-date information to the general public to increase public awareness. For example, companies that sell green products can engage in green marketing that is both honest and appealing to consumers. Subsequently, consumers should share product reviews to increase the reference of other potential consumers before purchasing products.

4.10. Research Limitations

This study is still limited because the researchers used personal social media to distribute online questionnaires, so respondents did not come from all provinces in Indonesia. In addition, samples are not representative of the population or any bias that may have occurred. Furthermore, because only one respondent in this study had a last education below high school, the characteristics of respondents in the last education category were unevenly distributed. Since data collection was performed by non-probability sampling, the findings cannot be generalized to the population level. As a final limitation, the number of respondents was insufficient to represent the entire study area, Indonesia. Morse [55] stated that for populations larger than 100,000, at least 400 respondents with a margin of error of ±5% are required.

5. Conclusions

According to the results of this study, environmental knowledge, WOM, environmental care attitude, and purchase intention of green products are moderate. This means that people already know enough about the environment, read reviews from others before purchasing certain products, care about the environment, and are very interested in purchasing green products.
The results of hypothesis testing show that three of the seven hypotheses, namely H1, H6 and H7, are accepted, whereas H2, H3, H4, and H5 are rejected. The findings revealed that environmental knowledge significantly impacts environmental care attitudes. Furthermore, green marketing and a caring attitude toward the environment significantly impact green product purchase intention. SEM analysis supports these results, revealing that environmental knowledge significantly affects environmental care attitudes. In contrast, WOM and green marketing do not significantly affect environmental care attitudes. Similarly, environmental knowledge and WOM do not significantly affect green product purchase intention.
Future research may examine other factors influencing attitudes and interest in environmentally friendly products, such as lifestyle, personality, perceived value, culture, green value, functional value, or safety value. Another intriguing research topic is attempting to distinguish consumer living or socio-demographics typology. Finally, future research should aim to extend current research by monitoring actual use rather than intent and examining strategies that can help minimize the green gap.

Author Contributions

Conceptualization, M.S., N.L.N., and L.N.Y.; methodology, M.S. and N.L.N.; software, N.L.N.; validation, M.S. and N.L.N.; formal analysis, N.L.N., I.R.J.; investigation, N.L.N.; resources, M.S. and N.L.N.; data curation, M.S. and N.L.N.; writing—original draft preparation, M.S. and N.L.N.; writing—review and editing, M.S., N.L.N., M.N., and M.F.S.; visualization, N.L.N., M.N., and M.F.S.; supervision, M.S., L.N.Y., M.N., and M.F.S.; project administration, N.L.N. and I.R.J.; funding acquisition, N.L.N., I.R.J., and M.F.S. All authors have read and agreed to the published version of the manuscript.

Funding

This research received no external funding.

Institutional Review Board Statement

Not applicable.

Informed Consent Statement

The following statement ensured the online consent of the respondents: “I have read the brief information about the research objectives and agree to participate in the survey.”

Data Availability Statement

All data generated or analyzed during this study are available from the corresponding author upon reasonable request.

Acknowledgments

We would like to thank all respondents, the reviewers and editor.

Conflicts of Interest

The authors declare no conflict of interest.

References

  1. Wijekoon, R.; Sabri, M.F. Determinants that influence green product purchase intention and behavior: A literature review and guiding framework. Sustainability 2021, 13, 6219. [Google Scholar] [CrossRef]
  2. Jaiswal, D.; Kaushal, V.; Singh, P.K.; Biswas, A. Green market segmentation and consumer profiling: A cluster approach to an emerging consumer market. Benchmarking 2021, 28, 792–812. [Google Scholar] [CrossRef]
  3. Khare, A. Consumers’ susceptibility to interpersonal influence as a determining factor of ecologically conscious behaviour. Mark. Intell. Plan. 2014, 32, 2–20. [Google Scholar] [CrossRef]
  4. Liu, H.; Meng-Lewis, Y.; Ibrahim, F.; Zhu, X. Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and WOM intention regarding superfoods: A theory of consumption values perspective. J. Bus. Res. 2021, 137, 69–88. [Google Scholar] [CrossRef]
  5. Xu, X.; Jackson, J.E. Examining customer channel selection intention in the omni-channel retail environment. Int. J. Prod. Econ. 2019, 208, 434–445. [Google Scholar] [CrossRef]
  6. Chahal, H.; Dangwal, R.; Raina, S. Conceptualisation, development and validation of green marketing orientation (GMO) of SMEs in India: A case of electric sector. J. Glob. Responsib. 2014, 5, 312–337. [Google Scholar] [CrossRef]
  7. Bhattacharya, H. Do pro-social students care more for the environment? Int. J. Sustain. High. Educ. 2019, 20, 761–783. [Google Scholar] [CrossRef]
  8. Nguyen, M.T.T.; Nguyen, L.H.; Nguyen, H.V. Materialistic values and green apparel purchase intention among young Vietnamese consumers. Young Consum. 2019, 20, 246–263. [Google Scholar] [CrossRef]
  9. Leonidou, C.N.; Leonidou, L.C. Research into environmental marketing/management: A bibliographic analysis. Eur. J. Mark. 2011, 45, 68–103. [Google Scholar] [CrossRef] [Green Version]
  10. Park, J.; Hyun, H.; Thavisay, T. A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention. J. Retail. Consum. Serv. 2021, 58, 102272. [Google Scholar] [CrossRef]
  11. Ansar, N. Impact of green marketing on consumer purchase intention. Mediterr. J. Soc. Sci. 2013, 4, 650–655. [Google Scholar] [CrossRef]
  12. Hartmann, P.; Apaolaza Ibáñez, V. Green value added. Mark. Intell. Plan. 2006, 24, 673–680. [Google Scholar] [CrossRef]
  13. Devi Juwaheer, T.; Pudaruth, S.; Monique Emmanuelle Noyaux, M. Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius. World J. Entrep. Manag. Sustain. Dev. 2012, 8, 36–59. [Google Scholar] [CrossRef]
  14. Yadav, R.; Pathak, G.S. Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. J. Clean. Prod. 2016, 135, 732–739. [Google Scholar] [CrossRef]
  15. Park, H.J.; Lin, L.M. Exploring attitude–behavior gap in sustainable consumption: Comparison of recycled and upcycled fashion products. J. Bus. Res. 2020, 117, 623–628. [Google Scholar] [CrossRef]
  16. Gleim, M.; Lawson, S.J. Spanning the gap: An examination of the factors leading to the green gap. J. Consum. Mark. 2014, 31, 503–514. [Google Scholar] [CrossRef]
  17. Chan, R.Y.K.; Lau, L.B.Y. Explaining Green Purchasing Behavior. J. Int. Consum. Mark. 2002, 14, 9–40. [Google Scholar] [CrossRef]
  18. van Harreveld, F.; Nohlen, H.U.; Schneider, I.K. The ABC of Ambivalence: Affective, Behavioral, and Cognitive Consequences of Attitudinal Conflict. In Advances in Experimental Social Psychology; Olson, J.M., Zanna, M.P., Eds.; Academic Press: Cambridge, MA, USA, 2015; Volume 52, pp. 285–324. ISBN 9780128022474. [Google Scholar]
  19. Mone, M.A.; Baker, D.D. Cognitive, Affective, and Behavioral Determinants and Consequences of Self-Set Goals: An Integrative, Dynamic Model. Hum. Perform. 1992, 5, 213–234. [Google Scholar] [CrossRef]
  20. Conner, M.; Wilding, S.; van Harreveld, F.; Dalege, J. Cognitive-Affective Inconsistency and Ambivalence: Impact on the Overall Attitude–Behavior Relationship. Personal. Soc. Psychol. Bull. 2020, 47, 673–687. [Google Scholar] [CrossRef]
  21. Schwartz, S.H. Normative influences on altruism. Adv. Exp. Soc. Psychol. 1977, 10, 221–279. [Google Scholar] [CrossRef]
  22. Onel, N. Consumer knowledge in pro-environmental behavior An exploration of its antecedents. World J. Sci. Technol. Sustain. Dev. 2016, 14, 328–352. [Google Scholar] [CrossRef]
  23. Rokicka, E. Attitudes Toward Natural Environment. Int. J. Sociol. 2002, 32, 78–90. [Google Scholar] [CrossRef]
  24. Goyette, I.; Ricard, L.; Bergeron, J.; Marticotte, F. E-WOM scale: Word-of-mouth measurement scale for e-services context. Can. J. Adm. Sci. 2010, 27, 5–23. [Google Scholar] [CrossRef]
  25. Kumar, P. Green marketing innovations in small Indian firms. World J. Entrep. Manag. Sustain. Dev. 2015, 11, 176–190. [Google Scholar] [CrossRef]
  26. Majeed, M.U.; Aslam, S.; Murtaza, S.A.; Attila, S.; Molnár, E. Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment. Sustainability 2022, 14, 11703. [Google Scholar] [CrossRef]
  27. Henriques, I.; Sadorsky, P. The determinants of an environmentally responsive firm: An empirical approach. J. Environ. Econ. Manage. 1996, 30, 381–395. [Google Scholar] [CrossRef]
  28. Yang, S.; Chai, J. The Influence of Enterprises’ Green Marketing Behavior on Consumers’ Green Consumption Intention—Mediating Role and Moderating Role. Sustainability 2022, 14, 15478. [Google Scholar] [CrossRef]
  29. Wang, Y.; Li, Y.; Zhang, J.; Su, X. How impacting factors affect Chinese green purchasing behavior based on Fuzzy Cognitive Maps. J. Clean. Prod. 2019, 240, 118199. [Google Scholar] [CrossRef]
  30. Kanchanapibul, M.; Lacka, E.; Wang, X.; Chan, H.K. An empirical investigation of green purchase behaviour among the young generation. J. Clean. Prod. 2014, 66, 528–536. [Google Scholar] [CrossRef]
  31. Mohd Suki, N. Green product purchase intention: Impact of green brands, attitude, and knowledge. Br. Food J. 2016, 118, 2893–2910. [Google Scholar] [CrossRef]
  32. Rahman, F.Y.; Yuliati, L.N.; Simanjuntak, M. The Influence of Marketing Mix and Word of Mouth Towards Brand Image and Usage of Online Bike Usage. Indones. J. Bus. Entrep. 2019, 5, 287–298. [Google Scholar] [CrossRef]
  33. Lin, L.Y.; Ching Yuh, C.Y. The influence of corporate image, relationship marketing, and trust on purchase intention: The moderating effects of word of mouth. Tour. Rev. 2010, 65, 16–34. [Google Scholar] [CrossRef]
  34. Wang, X.; Yang, Z. The effect of brand credibility on consumers’ brand purchase intention in emerging economies: The moderating role of brand awareness and brand image. J. Glob. Mark. 2010, 23, 177–188. [Google Scholar] [CrossRef]
  35. Mahmoud, T.O. Impact of green marketing mix on purchase intention. Int. J. Adv. Appl. Sci. 2018, 5, 127–135. [Google Scholar] [CrossRef]
  36. Sharma, N.; Lal, M. Facades of morality: The role of moral disengagement in green buying behaviour. Qual. Mark. Res. 2020, 23, 217–239. [Google Scholar] [CrossRef]
  37. Wahyuningtias, L.; Artanti, Y. The Effect of Green Brand Positioning and Green Brand Knowledge on Green Purchase Intention Through Attitude to Green Brand as a Mediating Variable. J. Muara Ilmu Ekon. dan Bisnis 2020, 4, 320. [Google Scholar] [CrossRef]
  38. Hosseinikhah Choshaly, S.; Mirabolghasemi, M. The role of viral marketing strategies in predicting purchasing intention of eco-labelled products. J. Islam. Mark. 2022, 13, 997–1015. [Google Scholar] [CrossRef]
  39. Garvey, J. Climate Change and Causal Inefficacy: Why Go Green When It Makes No Difference? R. Inst. Philos. Suppl. 2011, 69, 157–174. [Google Scholar] [CrossRef]
  40. Zhuang, W.; Luo, X.; Riaz, M.U. On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach. Front. Psychol. 2021, 12, 644020. [Google Scholar] [CrossRef]
  41. Rizwan, M.; Siddiqui, H. An Empirical Study about Green Purchase Intentions. J. Sociol. Res. 2014, 5, 290–305. [Google Scholar]
  42. Wilson, N.; Edelyn, E. Predicting Indonesian Consumers’ Intention to Buy Green Cosmetics Using The Modified TPB Framework. J. Bus. Appl. Manag. 2022, 15, 079. [Google Scholar] [CrossRef]
  43. Hair, J.F.; Sarstedt, M.; Ringle, C.M.; Mena, J.A. An assessment of the use of partial least squares structural equation modeling in marketing research. J. Acad. Mark. Sci. 2012, 40, 414–433. [Google Scholar] [CrossRef]
  44. Lee, K. Predictors of Sustainable Consumption among Young Educated Consumers in Hong Kong. J. Int. Consum. Mark. 2014, 26, 217–238. [Google Scholar] [CrossRef]
  45. Mishal, A.; Dubey, R.; Gupta, O.K.; Luo, Z. Dynamics of environmental consciousness and green purchase behaviour: An empirical study. Int. J. Clim. Chang. Strateg. Manag. 2017, 9, 682–706. [Google Scholar] [CrossRef]
  46. Barber, N.; Taylor, D.C.; Strick, S. Selective marketing to environmentally concerned wine consumers: A case for location, gender and age. J. Consum. Mark. 2010, 27, 64–75. [Google Scholar] [CrossRef]
  47. Al-naqbi, A.K.; Alshannag, Q.; Al-naqbi, A.K.; Alshannag, Q. The status of education for sustainable development and sustainability knowledge, attitudes and behaviors of UAE University students. Int. J. Sustain. High. Educ. 2018, 9, 566–588. [Google Scholar] [CrossRef]
  48. Gahlot Sarkar, J.; Sarkar, A.; Yadav, R. Brand it green: Young consumers’ brand attitudes and purchase intentions toward green brand advertising appeals. Young Consum. 2019, 20, 190–207. [Google Scholar] [CrossRef]
  49. Wu, H.C.; Cheng, C.C. What drives green advocacy? A case study of leisure farms in Taiwan. J. Hosp. Tour. Manag. 2017, 33, 103–112. [Google Scholar] [CrossRef]
  50. Lin, T.T.; Yeh, Y.Q.; Hsu, S.Y. Analysis of the Effects of Perceived Value, Price Sensitivity, Word-of-Mouth, and Customer Satisfaction on Repurchase Intentions of Safety Shoes under the Consideration of Sustainability. Sustainability 2022, 14, 16546. [Google Scholar] [CrossRef]
  51. Müller-Pérez, J.; Garza-Muñiz, V.S.; Acevedo-Duque, Á.; García-Salirrosas, E.E.; Esponda-Pérez, J.A.; Álvarez-Becerra, R. The Future of Tamaulipas MSMEs after COVID-19: Intention to Adopt Inbound Marketing Tools. Sustainability 2022, 14, 12714. [Google Scholar] [CrossRef]
  52. Ling, C.Y. Consumers ’ purchase intention of green products: An investigation of the drivers and moderating variable. Consum. Purch. Intent. Green Prod. an Investig. Drivers Moderating Var. 2013, 57A, 14503–14509. [Google Scholar]
  53. Naidoo, V.; Henry Ramatsetse, M. Assessment of the consumer purchase intentions of organic food at the Hazel food market in Pretoria, South Africa. Environ. Econ. 2016, 7, 81–88. [Google Scholar] [CrossRef] [PubMed] [Green Version]
  54. Onwezen, M.C.; Antonides, G.; Bartels, J. The Norm Activation Model: An exploration of the functions of anticipated pride and guilt in pro-environmental behaviour. J. Econ. Psychol. 2013, 39, 141–153. [Google Scholar] [CrossRef]
  55. Morse, J.M. Determining Sample Size. Qual. Health Res. 2000, 10, 3–5. [Google Scholar] [CrossRef]
Sustainability 15 05445 g001 550
Figure 1. Research framework.
Figure 1. Research framework.
Sustainability 15 05445 g001
Sustainability 15 05445 g002 550
Figure 2. The result of the structural equation modeling.
Figure 2. The result of the structural equation modeling.
Sustainability 15 05445 g002
Sustainability 15 05445 g003 550
Figure 3. Final model.
Figure 3. Final model.
Sustainability 15 05445 g003
Table
Table 1. Profiles of respondents.
Table 1. Profiles of respondents.
ProfilesFrequencyPercentage (%)
Gender
 Male6239.0
 Female9761.0
Age
 ≤20 yo 2113.2
 21–30 yo10666.7
 31–40 yo1911.9
 >40 yo138.2
Education
 Junior High School10.6
 Senior High School6842.8
 Diploma2113.2
 Undergraduate5836.5
 Postgraduate116.9
Occupation
 Freelance95.7
 Teacher/Lecturer21.3
  Private employee3421.4
 Health Care116.9
 Business63.8
 Students7446.5
 Civil Servant2314.5
Income (rupiahs)
 <1,000,0006138.4
 1,000,001–3,000,0003119.5
 3,000,001–5,000,0002213.8
 5,000,001–7,000,0001811.3
 7,000,001–9,000,000106.3
 9,000,001–11,000,000106.3
 >11,000,00074.4
Table
Table 2. Research variables and indicators.
Table 2. Research variables and indicators.
Latent VariablesOperational DefinitionCodeIndicator VariablesScale
Environmental Knowledge [2,44]The awareness and comprehension of current environmental conditions and issuesPL1Know the global warming5-Point Likert Scale (1 = very unaware to 5 = very
knowledgeable)
PL2Know the green products
PL3Know the climate change
PL4Know term greenhouse gas
PL5Know the environmental issues
PL6Know about recycling
PL7Know how to choose products that can reduce the waste
PL8Understood the symbols or signs of green products on product packaging
PL9Know that green products cause less damage than other products
Word of Mouth (WOM) [3] The tendency to listen to or see comments from other people to find out about a product or serviceWOM1Often read/hear product reviews from other consumers to find out what products/brands make a good impression4-Point Likert Scale (1 = very unsuitable to 4 = very suitable)
WOM2Reads/hear product reviews from other consumers to make sure they are buying the right product/brand
WOM3Often consult with other consumers to help choose the right product/brand
WOM4Often gather information about product reviews from other consumers before buying a particular product/brand
WOM5Worried about the decision to buy a product, if they do not read/hear product reviews from other consumers
WOM6Product reviews from other consumers give me the confidence to buy the product
Green Marketing [6]Companies carry out the process of marketing green products to make consumers interested in buying these productsPH1Believe that businesses use environmentally friendly packaging (e.g., use of paper to reduce plastic)5-Point Likert Scale (1 = Strongly disagree to 5 = Strongly agree)
PH2Believe that businesses recycle, reuse, and recreate product packaging materials
PH3Believe that businesses conduct product promotions that explain the positive impact they will have on the environment
Environmental Care Attitudes [7,8] Things that a person feels or does about things related to environmental sustainabilitySPL1Feel responsible for environmental pollution5-Point Likert Scale (1 = strongly disagree to 5 = strongly agree)
SPL2Feel responsible for the greenhouse effect
SPL3Feel responsible for air conditions
SPL4Purchasing green products is a smart choice
SPL5Switching to green products brings many benefits
Purchase intention of green products [45] A person’s interest in buying green productsMB1Would consider buying green products because they produce less pollution5-Point Likert Scale (1 = strongly disagree to 5 = strongly agree)
MB2Would consider switching from regular products to green products for ecological reasons
MB3Plan to consume green products
MB4Will keep buying even though green products tend to be expensive because they care about the environment
Table
Table 3. Reliability test of research instruments.
Table 3. Reliability test of research instruments.
Latent VariablesNumber of IndicatorsCronbach’s alphaConclusion
Environmental Knowledge (PL)90.901Reliable
Word of Mouth (WOM)60.753Reliable
Green Marketing (PH)30.668Reliable
Environmental Care Attitudes (SPL)50.604Reliable
Purchase Intention of Green products (MB)40.829Reliable
Table
Table 4. Descriptive statistics.
Table 4. Descriptive statistics.
VariablesLow (Index ≤60.00)Moderate (Index 60.01–79.99)High (≥80.00)Range of IndexMean ± SD
Environmental Knowledge (PL)27.752.220.119.44–100.0068.48 ± 15.17
Word of Mouth (WOM)8.261.630.233.33–100.0073.24 ± 14.46
Green Marketing (PH)61.628.310.10.00–100.0058.02 ± 18.87
Environmental Care Attitudes (SPL) 27.747.824.516.67–100.0071.80 ± 17.13
Purchase Intention of Green Products (MB)11.358.530.231.25–100.0074.65 ± 14.43
Table
Table 5. Overall model fit.
Table 5. Overall model fit.
Goodness of FitCut-OffResultConclusion
Root Mean Square Error of Approximation (RMSEA)RMSEA ≤ 0.080.049Good fit
Root Mean Square Residual (RMR)RMR ≤ 0.10.040Good fit
Goodness of Fit Index (GFI)0.80 ≤ GFI < 0.900.85Good fit
Adjusted Goodness of Fit Index (AGFI)0 < AGFI < 1; AGFI ≥ 0.90.81Good fit
Incremental Fit Index (IFI)0 < IFI < 1; IFI ≥ 0.90.98Good fit
Normed Fit Index (NFI)0 < NFI < 1; NFI ≥ 0.90.94Good fit
Comparative Fit Index (CFI)0 < CFI < 1; CFI ≥ 0.90.98Good fit
Table
Table 6. Construct reliability (CR) and variance extracted (VE).
Table 6. Construct reliability (CR) and variance extracted (VE).
Latent VariablesVECR
Environmental Knowledge (PL)0.650.94
Word of Mouth (WOM)0.610.90
Green Marketing (PH)0.590.81
Environmental Care Attitudes (SPL) 0.720.88
Purchase Intention of Green Products (MB)0.860.84
Table
Table 7. Hypothesis testing.
Table 7. Hypothesis testing.
PathBeta|t-Value|ResultConclusion
Environmental Knowledge (PL)→Environmental Care Attitudes (SPL)0.202.03SignificantAccept H1
Word of Mouth (WOM)→Environmental Care Attitudes (SPL)0.151.45InsignificantReject H2
Green Marketing (PH)→Environmental Care Attitudes (SPL)0.151.31InsignificantReject H3
Environmental Knowledge (PL)→Intention to Purchase Green Products (MB)0.101.08InsignificantReject H4
Word of Mouth (WOM)→Intention to Purchase Green Products (MB)0.0140.16InsignificantReject H5
Green Marketing (PH)→Intention to Purchase Green Products (MB)0.544.90SignificantAccept H6
Environmental Care Attitudes (SPL)→Intention to Purchase Green Products (MB)0.171.99SignificantAccept H7
Disclaimer/Publisher’s Note: The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of MDPI and/or the editor(s). MDPI and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.

Share and Cite

MDPI and ACS Style

Simanjuntak, M.; Nafila, N.L.; Yuliati, L.N.; Johan, I.R.; Najib, M.; Sabri, M.F. Environmental Care Attitudes and Intention to Purchase Green Products: Impact of Environmental Knowledge, Word of Mouth, and Green Marketing. Sustainability 2023, 15, 5445. https://doi.org/10.3390/su15065445

AMA Style

Simanjuntak M, Nafila NL, Yuliati LN, Johan IR, Najib M, Sabri MF. Environmental Care Attitudes and Intention to Purchase Green Products: Impact of Environmental Knowledge, Word of Mouth, and Green Marketing. Sustainability. 2023; 15(6):5445. https://doi.org/10.3390/su15065445

Chicago/Turabian Style

Simanjuntak, Megawati, Nidya Luthfi Nafila, Lilik Noor Yuliati, Irni Rahmayani Johan, Mukhamad Najib, and Mohamad Fazli Sabri. 2023. "Environmental Care Attitudes and Intention to Purchase Green Products: Impact of Environmental Knowledge, Word of Mouth, and Green Marketing" Sustainability 15, no. 6: 5445. https://doi.org/10.3390/su15065445

Note that from the first issue of 2016, this journal uses article numbers instead of page numbers. See further details here.

Article Metrics

Back to TopTop