Environmental Care Attitudes and Intention to Purchase Green Products: Impact of Environmental Knowledge, Word of Mouth, and Green Marketing

• Published in: Sustainability Vol. 15; no. 6; p. 5445
• Main Authors: Simanjuntak, Megawati, Nafila, Nidya Luthfi, Yuliati, Lilik Noor, Johan, Irni Rahmayani, Najib, Mukhamad, Sabri, Mohamad Fazli
• Format: Journal Article
• Language: English
• Published: Basel MDPI AG 01.03.2023
• Subjects: Attitudes; Consumer attitudes; Consumer behavior; Consumers; Customer feedback; Customers; Developing countries; Empirical equations; Environmental awareness; Environmental conditions; Environmental effects; Environmental protection; Environmental sustainability; Green marketing; Green procurement; Green products; Influence; Knowledge; LDCs; Market strategy; Marketing; Marketing research; Multivariate statistical analysis; Norms; Purchasing; Surveys; Sustainability; Variables; Word of mouth advertising; Indonesia
• ISSN: 2071-1050; 2071-1050
• DOI: 10.3390/su15065445

The intention to purchase green products cannot be separated from environmental consciousness among people. This study analyzes the effect of environmental knowledge, word of mouth (WOM), and green marketing on environmental care attitudes and the intention to purchase green products. A total of 159 valid questionnaires were analyzed with structural equation modeling. The empirical results indicate that environmental knowledge significantly affects environmental care attitudes. In addition, green marketing and environmental concerns significantly and positively affect the intention to purchase green products. Meanwhile, WOM and green marketing do not significantly affect environmental care attitudes. Similarly, environmental knowledge and WOM do not significantly affect the intention to purchase green products. Finally, managerial implications for the government and business were formulated.