From
this phenomena, it is quite interesting to analyze whether it will lead Jakarta
people to support the green purchase behavior and more thoroughly to find out
what factors that influence their green purchase behavior. Hence, it will help
Indonesia government to persuade all Indonesians to go green in to save
Indonesia from further environment destruction. As stated by Lin and Huang
(2012) that the consumers with high green consumption cognition have high
willingness to choose green products because they are more supportive to green
products (Chen, Chen, Chen, Hsieh, 2012). It sounds a good improvement if many
businesses turn into green businesses and people who have high green
consumption is also increasing.
During the past decade, in the
business phenomenon, the adaptation of environmental concerns into corporate
practice has been gaining popularity (Mahesh, 2013). Green marketing is an
important concern for producer from many kinds of industry and people as
consumers also have willingness to buy green products which environmentally
friendly although the price of green products is mostly more expensive than
common products (Situmorang, 2011). This phenomenon is very interesting for
many businesses to encourage them gaining more profit. According to Rehman and
Dost (2013), there are four factors influencing green purchase intention, they
are environmental concern, social
influence, self-image, and man nature orientation. In addition, environmental
attitude, consumer beliefs, and perceived quality of green products also have
significant impact to green purchase intention (Iravani, Zadeh, Forozia,
Shafaruddin, and Mahroeian, 2012).
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