The Influence Factors of Green Purchasing Behavior: A Study of University Students in Jakarta

Topics: Environmentalism, Marketing, Environment Pages: 14 (3834 words) Published: October 8, 2013
0
The Influence Factors of Green Purchasing Behavior:
A Study of University Students in Jakarta
Ronnie Irawan and Dahlia Darmayanti,MIM
Abstract
Period of study – the study was conducted from September 2011 to January 2012 Purpose – the purpose of this paper are to identify the influence factors of green purchasing behavior of university students in Jakarta and to find out whether there is any gender differences Methodology – using convenience sampling, there was 200 university students in Jakarta participated on the survey. Questionnaires using 6 point likert scale were developed. The data were analyzed using test of reliability, validity, multiple regression, and independent sample T-Test Findings - Environmental Concern, Perceived Seriousness of Environmental Problems, and Perceived Environmental Responsibility-were significantly affecting green purchasing behavior. There were no gender differences on those 3 significant variables. Research limitation/ implication – This research didn’t investigate green purchasing behavior on specific product. Value – this research was one of the few which investigated green purchase behavior on young people Keywords- green marketing, green purchasing behavior, young consumer, Jakarta 1. Introduction

Factors such as population growth, global warming, threatening the future of human beings, exhaustion of natural resources develops and revealed the concept of “Green Marketing” (Sevil, 2011). The last 1980s was said to be the mark of the first stage of green marketing. In this stage, the industry was first introduced to the concept of “Green Marketing” (Peattie and Crane, 2005). The 1990s decade, which was the second stage, began with very high and hopeful forecasts about the emergence of a "green tide" of consumers and new products (Vandermerwe and Oliff, 1990). The third stage of green marketing has started since 2000. More advanced technology has been implemented, deceptive claims are taking at stricter enforcement, new regulations from the government and a thorough and detailed inspection from various environmental organizations and the media, consumer‟s confident has been greatly improved and many high quality green products has been made during this period. In addition to the global concern of environmental quality that is steadily rising, green marketing now has picked up its momentum again like back in the 1990s (Lee, 2008). _____________________

School of Marketing, Bina Nusantara University- International, Jl. Hang Lekir 1 no 6, Jakarta 10270, Indonesia, Tel: (62-21) 720-2222, E-mail: ddarmayanti@binus.edu 1
The force of “going green” is now extending to the Asian region, where environmental threats are alarming local governments and citizens ( Lee, 2008). The fast-growing economy in Asia has led to a vigorous rise of financially empowered consumers across Asia who is willing to spend more than previous generations (Li and Su, 2007) A progressive degradation of nature, air and water pollution, and ineffectiveness of technical solution to cope with environmental problems are often more severe in developing countries. It is found that 30-40% of natural degradation has been caused by the consumption activities of private households (Chan, 2001).Indonesia as one of the developing countries has been facing a severe environmental issue since the last two decades. The destruction of natural resources is not showing any single decline. Previously, the deforestation in Indonesia was 1 – 1.2 million acre /year, now it is up to 2 million acre /year. The damage has made an increase in floods, landslides and droughts as well strong air and water pollution. Jakarta as the capital city of Indonesia has experience air pollution and floods as an annual event. It is not only up to endangering human health but it is already up to the level of might not be able to be renewed anymore. (Kementrian Lingkungan Hidup Republik Indonesia, 2009). In Jakarta, the activity to increase awareness in...

References: Chan, R.Y.K. 2001. “Determinants of Chinese consumers‟ green purchase behavior‟, Psychology & Marketing”, Vol.18, no. 4, pp 389-413.
Charter, M., & Tischner, U. 2001, Sustainable solutions: developing products and services for the future, Sheffield, UK: Greenleaf Publishing Limited.
Idowu, S. O., FIlho, W. L. 2009, Professionals’ perspective of corporate social responsibility, London, UK: Springer-Verlag Berlin Heidelberg.
Kementrian Lingkungan Hidup Republik Indonesia. (2009). KLHS: Penerapan KLHS Di Kebijakan Tata Ruang Sebagai Solusi Masalah Lingkungan Hidup Di Daerah 2009. Retrieved from http://www.menlh.go.id
Lee, K
Lee, K. 2009. “Gender Differences in Hong Kong Adolescent Consumers Green Purchasing Behavior‟, Journal of Consumer Marketing”, vol. 26, no.2, pp 87-96.
Malhotra, N.K., & Peterson, M. 2006, Basic marketing research: a decision-making approach (2nd ed.). Upper Saddle River, New Jersey: Pearson Education, Inc.
11
Martinsons, M.G.,S, S.K.K., Tin, C and Wong, D, 1997” Hongkong and China: emerging markets for environmental products and technologies‟, Long Range Planning”, vol
Ottman, J.A., Staffoerd, E. R. and Hartman, CL (2006).”Avoiding green marketing myopia: ways to improve consumer appeal for environmentally preferable products‟, Environment”, vol. 48, no.5, pp 22-36.
Ottman, J.A. 2011, The new rules of green marketing: strategies, tools, and inspiration for sustainable branding. Sheffield, UK: Greenleaf Publishing Limited.
Sevil. Z. 2011.”A Theoretical Approach to Concept of Green Marketing. Interdisciplinary Journal of Contemporary Research in Business”, vol.3, no. 2, pp.1808-1804.
Sinnappan, P., & Rahman, A. A. 2011.” Antecedents of Green Purchasing Behavior among Malaysian Consumers‟, International Business Management”, vol.5, no.3, pp 129-139.
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Essay on The driving factors that influence students to choose to study in University of Nottingham Ningbo
  • Essay about Situational Influences on Purchasing Behavior
  • Factors Affecting Students Behavior Essay
  • Essay on Factors to Determine Ethical Behavior
  • Influences consumer behavior Essay
  • Risk factors of behavior summary Essay
  • Rights and responsibilities of a university student Essay
  • The Shifting of One University Course to Another: Factors Affecting Students' Decisions Essay

Become a StudyMode Member

Sign Up - It's Free