Eco-Friendly Shopping Bags and The Younger Generation in Urban Areas: Can Environmental Consciousness and Attitude Influence Green Buying Decision?

Michael Christian · Edi Purwanto · Oktafalia Marisa Muzammil · Henilia Yulita

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Environmental Sustainability in Business Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Abstract Environmental sustainability is essential to achieve the Sustainable Development Goals (SDGs) and address global environmental challenges. These challenges include CO2 emissions, pollution, climate change, resource scarcity, and biodiversity loss, which have significant impacts on the natural environment. This study is a quantitative study using SEM-PLS modeling and SmartPLS 3.0 as analysis tools. Primary data collection was conducted using a survey - questionnaire involving 250 young generation participants in Jakarta. Using a p-value standard <0.05, the results of this study explain that out of 7 hypotheses, 4 hypotheses are accepted, and 3 hypotheses are rejected. The results of this study explain that environmental consciousness has no effect on green advertising and green buying decisions. Furthermore, the attitude in this study shows its significance on green advertising and green buying decisions. The same thing is also shown by the role of green advertising which influences green buying decisions. Meanwhile, the role of green advertising shows different results in its influence on green buying decisions which are preceded by environmental consciousness and attitude.

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2017An updated and expanded assessment of PLS-SEM in information systems research 1996The link between green purchasing decisions and measures of environmental consciousness 2014The Skeptical Green Consumer Revisited: Testing the Relationship Between Green Consumerism and Skepticism Toward Advertising 2020What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco‐labeled products?2005Green advertising effects on attitude and choice of advertising themes 2015Why environmentally conscious consumers do not purchase green products 2019Determinants of green product buying decision among young consumers in Malaysia 2012Are guilt appeals a panacea in green advertising?

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