Linking of Values Orientation and Green Consumer Behaviour : A value-attitude-behavior approach
Erna S. Imaningsih (a,b), Prof. Prijono Tjiptoherijanto (b), Dr Ignatius Heruwasto(b), Daniel Tumpal H. Aruan, PhD(b)

(a) Faculty of Economics and Business, Universitas Mercu Buana, Jl. Meruya Selatan No. 1, Kembangan, Jakarta Barat 11650, Indonesia] Tel : +62 878 8888 0903, Email: esofriana[at]gmail.com and erna.sofriana[at]mercubuana.ac.id
(b) Program Pascasarjana Ilmu Manajemen, Faculty of Economics and Business, University of Indonesia, Indonesia

Abstract

The purpose of this study is to examine the influence of egoistic values, biospheric values, green functional benefit, green monetary cost on green loyalty. This study aims to investigate consumers behaviour with respect to green brand based on the value-attitude- behavior model. The research object of this paper focuses on Indonesian consumers who have the green brand purchase experience. This study undertakes an empirical study by means that the questionnaire survey method are randomly mailed to 402 consumers who have the experience of purchasing green consumers brand. Structural equation modeling (SEM) is applied to test the research framework. The empirical results indicate that egoistic and biospheric positively affect green functional benefit and negatively affect green monetary cost. The result also support hyphotheses on effect of green functional benefit and green monetary cost on green loyalty As managerial implication, green brand marketing strategy should incorporate egoistic and biospheric values in messages in advertising and promotion to strengthen green loyalty.

Keywords: values orientation, egoistic, biospheric, green functional benefit, green monetary cost, green loyalty

Topic: Marketing Management

Link: https://ifory.id/abstract-plain/FgEw3fpjhHBT

Web Format | Corresponding Author (Erna Sofriana Imaningsih)