The role of customer education: a repeated cross-sectional study

Hasrini Sari · Firmanzah Firmanzah · Asyifa Aprilia Harahap · Bona Christanto Siahaan

14 citations0/0 files storedJournal of Science and Technology Policy Management

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Environmental Sustainability in Business Sustainable Supply Chain Management Environmental Education and Sustainability

Abstract

Purpose Customer education is considered as an appropriate communication strategy for promoting green products. This paper aims to elaborate on the characteristics of customer education that are suitable for green products by identifying what messages must be delivered, sources and channels that must be used to achieve the greatest effect. Moreover, this study uses a repeated cross-sectional approach by using the same research model in 2008 and 2019. Design/methodology/approach A questionnaire was arranged based on the research model. In 2008, the data were collected at 12 shopping malls in Jakarta. The 2019 data were collected online, using Google forms, from citizens of Jakarta and five nearby cities. Then, the data were processed using structural equation modeling. Findings Data analysis of both years shows that education containing messages that are both informational and transformational can increase customers’ perceptions of the benefits and economic accessibility of green products, as well as environmental concerns. This study’s results also indicate that customers’ intentions to buy green products are influenced by their attitudes toward buying. However, the impact of customers’ perceptions of benefit and economic accessibility on their attitudes toward green purchasing varied between 2008 and 2019. Practical implications Sustainable consumption can be pursued through customer education once a community’s economic conditions have reached a certain level. This study shows how changes have unfolded in Indonesia in several areas, therefore it should also be necessary to pursue green behavior via policies that are tailored to changes in the community. Social implications This study shows how changes have unfolded in Indonesia in several areas, therefore it should also be necessary to pursue green behavior via policies that are tailored to changes in the community. Originality/value Investigation of the role of customer education in green products using a repeated cross-sectional study.

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References

2018Transforming Our World: The 2030 Agenda for Sustainable Development 2001Targeting consumers who are willing to pay more for environmentally friendly products 2015Predicting green product consumption using theory of planned behavior and reasoned action 2009Sustainable consumption: green consumer behaviour when purchasing products 1999Environmental segmentation alternatives: a look at green consumer behavior in the new millennium 2017Determinants of Consumers' Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior 2003Promoting sustainable consumption: Determinants of green purchases by Swiss consumers 2010Green Consumption: Behavior and Norms

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