Young Muslim consumers’ attitude towards green plastic products: the role of environmental concern, knowledge of the environment and religiosity

• Published in: Journal of Islamic marketing Vol. 14; no. 12; pp. 3168 - 3185
• Main Authors: Suhartanto, Dwi, Mohd Suki, Norazah, Najib, Mukhamad, Suhaeni, Tintin, Kania, Rafiati
• Format: Journal Article
• Language: English
• Published: Bingley Emerald Publishing Limited 24.11.2023; Emerald Group Publishing Limited
• Subjects: Attitudes; Consumer behavior; Injection molding; Muslims; Purchase intention; Green attitude; Behavioural intention; Environmental concern; Environmental knowledge; Green products; Religiosity
• ISSN: 1759-0833; 1759-0833; 1759-0841
• DOI: 10.1108/JIMA-08-2021-0277

Purpose Environmental pollution due to the enormous usage of conventional plastic products has alerted consumers to change their attitude towards green plastic products. This study aims to examine the effects of environmental concern, knowledge of the environment and religiosity on young Muslim consumers’ attitude towards green plastic products in Indonesia. Additionally, the moderating role of gender on these relationships is investigated. Design/methodology/approach An online survey was used as a method of data collection. Data gathered from 231 young Muslim consumers in Bandung, Indonesia, was analysed via the partial least squares-structural equation modelling approach. Findings The results revealed that environmental concern is the factor that has the biggest impact on consumers’ attitude and behavioural intentions, both directly and indirectly. This research implies that as a young Muslim’s concern for the environment grows, his or her attitude towards the environment improves, leading them to purchase and endorse green plastic products. Practical implications Green plastic product managers should increase the environmental concern of young Muslim consumers through effective marketing communication strategies and green education programs to disseminate a positive message that green plastic products consumption aids in making the environment safe and healthy. Originality/value This empirical study is imperative for green managers to improve their capabilities in boosting young Muslim consumers’ attitude towards green plastic products through strengthening consumers’ environmental concern, knowledge of the environment and religiosity towards supporting the sustainable development goals.