Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/289361 
Year of Publication: 
2022
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 9 [Issue:] 1 [Article No.:] 2148334 [Year:] 2022 [Pages:] 1-16
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
The aim of the study is to examine the influence of altruistic values, egoistic values, and perceived consumer effectiveness on eco-friendly purchase intention, with moderating effect of subjective norms and ecological consciousness using the stimulus organism response paradigm. The primary data were collected from 491 Indonesian customers using snowball sampling, and the data were analyzed using a structural equation model. The results revealed that altruistic, egoistic, and perceived consumer effectiveness had a significant impact on consumer attitude and perceived behaviour control. Similarly, customer attitude and perceived behaviour control influenced eco-friendly purchase intention. Subjective norms showed positive moderation between attitude, perceived behaviour control, and purchase intention; similarly, eco-friendly consciousness had a positive connection between attitude and purchase intention but not between perceived behaviour control and purchase intention. The study's results will help green marketers devise new strategies for attracting and increasing sales volume in Indonesia's growing markets.
Subjects: 
altruistic value
eco-friendly purchase intention
ecological consciousness
egoistic value
perceived consumer effectiveness
subjective norms
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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