The aim of this paper is to investigate the role of pro-environmental belief as a driver of green purchase behavior. The data was collected by distributing questionnaires to 135 (hundred thirty-five) respondents who were filled in online via a google form, and offline by distributing leaflets. The data used is cross-sectional and used purposive sampling as a sampling method technique. Structural Equation Modeling (SEM) is used as an analytical method. The results of this study indicate that altruistic value has no positive effect on pro-environmental belief and hedonic value has a positive effect on pro-environment belief. In addition, pro-environmental belief has a positive effect on green personal values and a positive influence on green personal values towards green purchase behavior. However, there is no positive effect of green personal value toward green purchase behavior and green purchase intention toward a green purchase behavior. It is also found that green product quality is moderating the effect of green personal value toward green product intention and the influence of green product intention towards green purchase behavior on the low group of respondents. The findings can give benefit companies in understanding consumers’ attitudes and tendencies toward green products and services. The originality of the study is by applying green product quality as a moderating variable.
Oleh :
Luki Adiati Pratomo
