What drives consumers to purchase green innovation product? Empirical evidence from Indonesian consumers

Abstract

This study investigates the determinants of behavioral intention to purchase a green product, such as relative advantage, compatibility, ease of use, and visibility of the attitude and its effect on behavioral intentions. This study employed a quantitative research method. A purposive sampling method was used to collect the data. A total of 300 respondents were successfully managed. The proposed hypotheses are tested using structural equation modeling (SEM). The study finds that relative advantage, compatibility, ease of use, and visibility positively affect attitudes. Furthermore, the attitude has a positive influence on behavioral intentions.

Keywords: {'name': 'Green Innovation Product'}, {'name': 'Behavioral Intention'}, {'name': 'Influencing Factors'}, {'name': 'Indonesia'}

Authors & affiliations

Raharjito Rakhmad Dirgantara
Affiliation not supplied

Arif Hartono
Affiliation not supplied

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Supplied references, not a list of publications citing this article.

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