Abstract :

The aim of this work is to identify the factors able to influence green purchasing. Usually using random sampling methods, quantitative research designs in the form of questionnaire distribution and evaluation of specific populations or samples may be accomplished with quantitative data analysis. The population of this research consists of respondents, or those who know about customers who have previously transacted in Batam for environmentally friendly items. The research aimed at 400 respondents in total. Except for a few that did not demonstrate a significant impact, the findings revealed that most of the hypotheses examined had a notable beneficial effect. Attitudes towards Green Products -> Green Purchase Behavior, Perceived Behavioral Control -> Green Purchase Behavior, and Environmental Concern -> Green Purchase Behavior all of which indicate that positive attitudes towards green products, subjective norms, perceived behavioral control, and environmental concern have a significant effect on green purchasing behavior. Subjective Norm -> Green Purchase Intention, Perceived Behavioral Control -> Green Purchase Intention, and Product Innovation -> Green Purchase Intention, so indicating that subjective norm, perceived behavioral control, and product innovation have a favorable impact on green product purchase intention.; So, purchasing intention does not operate as a mediator between attitude toward green products and green purchase behavior. Although environmental concern and product innovation may not always have a direct influence as predicted, generally these results imply that psychological and social factors play a crucial role in defining green product buying behavior and intention.

---

Keywords :

Attitudes towards Green Products, Environmental Concern, Green Purchase, Perceived Behavioral Control

---

References :

1. Akehurst, G. (2019). Re-Examining Green Purchase Behavior and the Green Consumer Profile: New Evidences. Management Decision, 50(5), 972-988.
2. Aseri, M. and Ansari, Z. A. (2023). Purchase Behavior of Green Footwear in Saudi Arabia Using Theory of Planned Behavior. Sustainability, 15(6), 5045.
3. Aktas, SC and Cicek, B. (2019). Examination of the Sustainable Consumption Behaviors of Women and Men from Different Generations”, Third Sector Social Economic Review, 54(4), 1957-1978.
4. Bartels, J. and Onwezen, M. C. (2019). Consumers’ Willingness to Buy Products with Environmental and Ethical Claims: The Roles of Social Representations and Social Identity. International Journal of Consumer Studies, 38(1), 82-89.
5. Bui, T. Q. (2021). Antecedents Affecting Purchase Intention of Green Skincare Products: A Case Study in Vietnam. The Journal of Asian Finance, Economics and Business, 8(3), 1295-1302.
6. Chen, Y.S.; Chang, C. H. (2019). Enhance green purchase intentions. Manag. Decis. 50, 502–520.
7. Chen, L., Wu, Q., and Jiang, L. (2022). Impact of Environmental Concern on Ecological Purchasing Behavior: The Moderating Effect of Prosociality. Sustainability (Switzerland), 14(5). https://doi.org/10.3390/su14053004
8. Choi, D.; Johnson, KKP (2019) Influences of environmental and hedonic motivations on intention to purchase green products: An extension of the theory of planned behavior. Sustain. Prod. Consume. 18, 145–155.
9. Dagher, G. K. (2019). The Impact of Environmental Concern and Attitude on Green Purchasing Behavior: Gender as the Moderator. Contemporary Management Research, 11(2), 179-206.
10. Febriandani, H., Muhaimin, A., and Andriani, D. (2021). The Analysis of Purchase Intention of Processed Apple Products in Shopee. Habitats, 32(3), 173–183. https://doi.org/10.21776/ub.habitat.2021.032.3.19
11. Fontes, E., Moreira, A.C., and Carlos, V. (2022). The influence of ecological concerns on green purchasing behavior. Management and Marketing, 16(3), 246–267. https://doi.org/10.2478/mmcks-2021-0015
12. Ge, B.; Yang, Y.; Jiang, D.; Gao, Y.; Du, X.; Zhou, T. (2018). An Empirical Study on Green Innovation Strategy and Sustainable Competitive Advantages: Path and Boundary. Sustainability, 10, 3631
13. Hasan, HN and Suciarto, S. (2020). The Influence of Attitude, Subjective Norm and Perceived Behavioral Control towards Organic Food Purchase Intention. Journal of Management and Business Environment, 1(2), 132-153.
14. Hasan, G. (2025). The Influence of Social Influence and Perceived Usefulness on Intention to Spread E-WOM Mediated by Attitude The Influence of Social Influence and Perceived Usefulness on Intention to Spread E-WOM Mediated by Attitude. September 2024. https://doi.org/10.58806/ijirme.2024.v3i9n04
15. Hasan, G., & Elviana. (2022). Effect Of Brand Image, Celebrity Endorsement, EWOM, Brand Awareness And Social Media Communication On Purchase Intention With Brand Trust As A Mediation Variable On Smartphone Users In Batam City. Management Studies and Entrepreneurship Journal, 4(1), 606–615. http://journal.yrpipku.com/index.php/msej
16. Hasan, G., & Jasfar, F. (2025). The effect of leadership, learning organisations, employee creativity, transactive memory systems with organisational innovation mediation. International Journal of Business Performance Management, 26(3), 289–304. https://doi.org/10.1504/IJBPM.2025.145871
17. Hasan, G., & Pattikawa, S.N. (2022). The Effect of Online Trust and Repurchase Intention on Consumer Behavior in Online Shopping at E-Commerce. Conference on Business, Social Sciences and Technology, 2(1), 162–171. https://journal.uib.ac.id/index.php/conescintech%0AThe
18. Huang, J.-W.; Li, Y. H. (2019). Green Innovation and Performance: The View of Organizational Capability and Social Reciprocity. J. Bus. Ethics, 145, 309–324.
19. Joshi, Y. and Rahman, Z. (2019). Factors Affecting Green Purchase Behavior and Future Research Directions. International Strategic Management Review, 3(1-2), 128-143.
20. Junior, SSB (2019). The Effects of Environmental Concern on Purchase of Green Products in Retail. Procedia-Social and Behavioral Sciences, 170, 99-108.
21. Kaufmann, H.R. (2019). Factors Affecting Consumers’ Green Purchasing Behavior: An Integrated Conceptual Framework. Amfiteatru Economic Journal, 14(31), 50-69.
22. Kim, Y. and Choi, S. M. (2019). Antecedents of Green Purchase Behavior: An Examination of Collectivism, Environmental Concern, and PCE. Advances in Consumer Research, 32, 592-599.
23. Liang, D.; Hou, C.; Jo, M.-S.; Sarigöllü, E. (2019). Pollution avoidance and green purchases: The role of moral emotions. J. Clean. Prod. 210, 1301–1310.
24. Mamun, A. (2019). Intention and Behavior towards Green Consumption among Low-Income Households. Journal of Environmental Management, 227, 73-86.
25. Nova-Reyes, A. (2020). The Tipping Point in the Status of Socially Responsible Consumer Behavior Research? A Bibliometric Analysis. Sustainability, 12(8), 3141.
26. Octavia, J., Witono, ABM, and Kurniawan, D. (2021). The Effect of Product Innovation towards Brand Image and Its Implications on Consumer Buying Behavior (A Case of Toshiba television in Jakarta). International Journal of Family Business Practices, 4(1), 1–22. https://doi.org/10.33021/ijfbp.v4i1.1495
27. Patwary, AK (2022), “Green Purchasing Behavior of International Tourists in Malaysia Using Green Marketing Tools: Theory of Planned Behavior Perspective”, Nankai Business Review International, 13(2), 246-265.
28. Paul, J. (2020), “Predicting Green Product Consumption Using the Theory of Planned Behavior and Reasoned Action”, Journal of Retailing and Consumer Services, 29, 123-134.
29. Ritter, Á.M. (2019). Motivations for Promoting the Consumption of Green Products in an Emerging Country: Exploring Attitudes of Brazilian Consumers. Journal of Cleaner Production, 106, 507-520.
30. Saleki, R., Quoquab, F., and Mohammad, J. (2019). What drives Malaysian consumers’ organic food purchase intention? The role of moral norms, self-identity, environmental concern and price consciousness. Journal of Agribusiness in Developing and Emerging Economies, 9(5), 584–603. https://doi.org/10.1108/JADEE-02-2019-0018
31. Samarasinghe, G.D. (2020). Green Decisions: Consumers’ Environmental Beliefs and Green Purchasing Behavior in Sri Lankan Context. International Journal of Innovation and Sustainable Development, 7(2), 172-184.
32. Siddique, MZR, Saha, G., and Kasem, A.R. (2021). Estimating green purchase behavior: an empirical study using integrated behavior model in Bangladesh. Journal of Asian Business Studies, 15(2), 319–344. https://doi.org/10.1108/JABS-04-2019-0120
33. Song, W.; Yu, H. (2019). Green Innovation Strategy and Green Innovation: The Roles of Green Creativity and Green Organizational Identity. Corp. Soc. Responsive b. Environ. Manag. 25, 135–150.
34. Sreen, N. (2019). Impact of Culture, Behavior and Gender on Green Purchase Intention. Journal of Retailing and Consumer Services, 41, 177-189.
35. (2019). Quantitative, Qualitative, and RandD Research Methods. Bandung: Alfabeta.
36. Thoo, Nor, Zuraidah, Adaviah, Farrah, and Huam. (2019). Effect of Green Brand Positioning, Knowledge, and Attitude of Customers on Green Purchase Intention. Journal of Arts and Social Sciences, 3(1), 23–33.
37. Tullani, H.; Saha, R.; Dahiya, R. (2019). Green Innovation and Ethical Responsibility: Do They Improve Customers’ Green Purchase Intentions? In Green Business: Concepts, Methodologies, Tools, and Applications. 1032–1047.
38. Yadav, R. and Pathak, G.S. (2019). Young Consumers’ Intention towards Buying Green Products in A Developing Nation: Extending the Theory of Planned Behavior. Journal of Cleaner Production, 135, 732-739.
39. Yusiana, R., Widodo, A., and Hidayat, AM (2021). Green Purchase Intention: An Investigation of Green Brand Knowledge and Green Perceived Value of Bioplastic Products in Bandung – Indonesia. In-clusive Society and Sustainability Studies, 1(2), 24–32. https://doi.org/10.31098/issues.v1i2.709
40. Zameer, H., and Yasmeen, H. (2022). Green innovation and environmental awareness driven green pursuit intentions. Marketing Intelligence and Planning, 40(5), 624–638.https://doi.org/10.1108/MIP-12-2021-0457
41. Zheng, G.W., Siddik, A.B., Masukujjaman, M., Alam, S.S., and Akter, A. (2021). Perceived environmental responsibilities and green buying behavior: The mediating effect of attitude. Sustainability (Switzerland), 13(1), 1–27. https://doi.org/10.3390/su13010035
42. Zhuang, W., Luo, X., and Riaz, M.U. (2021). On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach. Frontiers in Psychology, 12(April), 1–15.https://doi.org/10.3389/fpsyg.2021.644020