Over the past three decades, attention to environmental sustainability has become a hot topic in the international arena. This issue resulted in the number of companies that developing green products to be growing rapidly. In fact, the pro-environment attitude does not lead directly to the green purchasing behavior. This research offers how to build green purchasing behavior by observing 4 research objects in the form of environmental attitude (EA), green marketing perceptions (GMP), green purchasing willingness (GPW), and green purchasing behavior (GPB).The survey was conducted on consumers of household appliances/food/beverage products sold in several supermarkets in Indonesia with random sampling techniques. The research method uses descriptive and verification methods. Data analysis using Structural Equation Modeling (SEM) with AMOS program as a statistical tool. The results showed that the environmental attitude directly did not have the ability to raise green purchasing behavior, but based on hypothesis testing on structural models it was found that the variables of green marketing perceptions and green purchasing willingness were able to mediate the environmental attitude in raising green purchasing behavior significantly with the strength of the model in moderate scale.
Volume 11 | 03-Special Issue
Pages: 798-808