Mawa di, Mukhammad Kholid; Iqbal, Mohammad; As u i, Endang Si i; Al isyah ,
Rizal; Mappa ompo, Andi
A icle
De e minan s o g een us on epu chase in en ions: a
su ey o Quick Se ice Res au an s in Indonesia
Cogen Business & Managemen
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Sugges ed Ci a ion: Mawa di, Mukhammad Kholid; Iqbal, Mohammad; As u i, Endang Si i; Al isyah ,
Rizal; Mappa ompo, Andi (2024) : De e minan s o g een us on epu chase in en ions: a su ey o
Quick Se ice Res au an s in Indonesia, Cogen Business & Managemen , ISSN 2331-1975, Taylo &
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De e minan s o g een us on epu chase
in en ions: a su ey o Quick Se ice Res au an s
in Indonesia
Mukhammad Kholid Mawa di, Mohammad Iqbal, Endang Si i As u i, Rizal
Alfisyah & Andi Mappa ompo
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2024, VoL. 11, no. 1, 2318806
De e minan s o g een us on epu chase in en ions: a su ey o
Quick Se ice Res au an s in Indonesia
Mukhammad kholid Mawa dia , Mohammad iqbala , endang si i as u ia , izal al isyah a
and andi Mappa ompob
aFacul y o adminis a i e science, B awijaya uni e si y, Malang, indonesia; bFacul y o economics and Business,
Muhammadiyah uni e si y, Makassa , indonesia
ABSTRACT
his s udy aimed o de e mine he in e ac ion be ween in e nal and ex e nal ac o s o
consume s indica ed by pe cei ed alues, g een p oduc s, and en i onmen al beha io
on cus ome s’ decisions o pu chase as ood es au an s’ eco- iendly p oduc s
indica ed by g een us and epu chase in en ion a iables. his esea ch in ol ed 336
esponden s and employed a su ey as an inqui y me hod. he indings show ha
consume s’ in e nal ac o s, namely pe cei ed alues, and ex e nal ac o s, namely g een
p oduc s, could signi ican ly a ec g een us and epu chase in en ion ha ep esen ed
he decision o pu chasing en i onmen ally iendly p oduc s. Meanwhile, he
en i onmen al beha io could no in luence he consume s o pu chase eco- iendly
p oduc s om as ood es au an s. Finally, his esea ch con ibu es o a consume
in es iga ion o de e mine he e ec s o consume s’ in e nal and ex e nal ac o s o buy
eco- iendly p oduc s.
1. In oduc ion
en i onmen ally iendly p oduc s become a conside a ion o consume s wi h eco-consciousness and
p o ide a new ma ke segmen o he business indus y. as businesses a e u ged o be esponsible o
en i onmen al issues by u ilizing public ca e and a en ion; hey end o change hei business app oaches.
One o he app oaches being ocused upon by companies is hei sensi i i y o issues such as en i on-
men sus ainabili y. in his sense, one o he ele an ac i i ies ha le e age such awa eness o en i on-
men al issue is he p ac ice o g een ma ke ing (Palme o & Mon emayo , 2020; Yada e al., 2016). since
i s ea ly concep ion in he la e 1980s and ea ly 1990s, g een ma ke ing has eme ged as a p ominen
ocus in ma ke ing (lahe i e al., 2014). and hus, i became an impo an s eam o ocus in he ma -
ke ing domain and conside ed as a ma ke ing ac i i y ha seeks o educe ex ensi e use o esou ces
and, a he same ime, can sa is y he desi e o consume s.
he e m g een ma ke ing is insepa able om a g een p oduc wi h he e m ‘g een’, iden ical o he
eco- iendly p oduc s, se ices, laws, guidelines, and policies o p o ec o sa e he en i onmen (kawi ka ,
2013). Mo eo e , g een ma ke ing has e ol ed o be an in luen ial opic ha bols e he ealiza ion
owa ds en i onmen and he socie y unde he eme gence o ‘sus ainable de elopmen ’ agenda (Joshi
& ahman 2019; Palme o & Mon emayo , 2020). Despi e he signi icance o g een ma ke ing o a g eene
consump ion, he e is a gap in he li e a u e ha indica es lacked o a i ude owa ds eco- iendly beha -
io (askadilla & k isjan i, 2017; Weiss ein e al., 2014). Despi e ood p ocessing ha nu u es sus ainable
en i onmen and g een consump ion ha e been applied, issue ha su ound was e managemen emains
as a challenge o sus ainable de elopmen goals pa icula ly in eme ging economy such as indonesia.
© 2024 he au ho (s). Published by in o ma uK Limi ed, ading as aylo & F ancis g oup
CONTACT Mohammad iqbal [email protected] Facul y o adminis a i e science, B awijaya uni e si y, Malang, indonesia.
h ps://doi.o g/10.1080/23311975.2024.2318806
his is an open access a icle dis ibu ed unde he e ms o he C ea i e Commons a ibu ion License (h p://c ea i ecommons.o g/licenses/by/4.0/), which
pe mi s un es ic ed use, dis ibu ion, and ep oduc ion in any medium, p o ided he o iginal wo k is p ope ly ci ed. he e ms on which his a icle has been
published allow he pos ing o he accep ed Manusc ip in a eposi o y by he au ho (s) o wi h hei consen .
ARTICLE HISTORY
ecei ed 5 Oc obe 2022
e ised 18 no embe 2023
accep ed 6 Feb ua y 2024
REVIEWING EDITOR
len iu W igh , De
Mon o Uni e si y
Facul y o Business and
law, Uni ed kingdom
KEYWORDS
Pe cei ed alue;
en i onmen al beha io ;
g een ma ke ing;
consume beha io ;
epu chase in en ion
SUBJECTS
consume Psychology;
consume Beha iou
2 M. k. MaWa Di e al.
in e es ingly, indonesia’s cen al Bu eau o s a is ics (cen al Bu eau o s a is ics, 2018) epo ed ia
he 2018 ecological indi e ence Beha io su ey wi h ega d o lacked o awa eness owa ds was e man-
agemen in indonesia was 72% (BPs 2018). his inding signi ies ha many people a e no awa e o he
impo ance o p o ec ing he en i onmen . also, i was e ealed ha indonesian popula ion composi ion
indica ed ha ‘millennials’ we e anked he second-la ges po ion wi h 25.87% (BPs 2020). Fu he , his
gene a ion is a ibu ed by ‘a en ion’ o he na u al en i onmen , apply en i onmen ally iendly li es yle,
and show en i onmen ally iendly consump ion beha io (anua e al., 2020; kanchanapibul e al., 2014).
al hough bo h su eys ha e no concluded ha lacked o awa eness owa ds g een beha io ha e
poin ed pa icula age g oups o be eluc an o en i onmen al issue, i possesses a po en ial oppo u-
ni y and h ea o sus ainable de elopmen goals.
as consump ion owa ds as - ood chain es au an s (also known as quick-se ice es au an s (Qs )
inc eases o e ime, consump ion alue o ce ain gene a ion needs o be unco e ed especially when
li es yle and inno a i eness becomes impo an consume ’s a ibu es (lu e al., 2013; Mckay, 2010;
smi h, 2010). in he ligh o he a gumen s ha co obo a e he con ex o g een ma ke ing ia an ex en-
si e e iew o he li e a u e, his s udy aims o in es iga e and unco e wo- olds o ocuses: (1) he
ex en o which pe cei ed alue, g een p oduc s and en i onmen al beha io de e mines g een us ;
and (2) de e minan s o g een us in le e age epu chase in en ion. Based on hese phenomena, he
explana ion o he push- ac o o g een ma ke ing such as: whe he o no pe cei ed alues, g een
p oduc s and en i onmen al beha io a e de e minan s o g een us subsequen o epu chase in en-
ions. he e o e, in a ious li e a u es ha ha e been disclosed, his esea ch aims o in es iga e he
de e mining ac o s ha in e ac be ween in e nal and ex e nal consume ac o s di ec ed by pe cei ed
alues, en i onmen ally iendly p oduc s, and en i onmen al beha io owa ds cus ome decisions o
pu chase en i onmen ally iendly p oduc s in Qs , emphasized by he a iables o g een us and
epu chase in en ion. adding o he aims ha had been de e mined, his s udy is ope a ionalized o
answe pe aining esea ch ques ions ( Qs):
Q1. Do pe cei ed alue, g een p oduc s and en i onmen al beha io le e age g een us ?
Q2. how can g een us le e age epu chase in en ion?
2. Li e a u e e iew
2.1. Eco- iendly p ac ices in quick se ice es au an
Quick se ice es au an s (Qs ) is one o he sec o s ele an o he issues o eco- iendly p oduc s. as indi-
ca ed in a ma ke esea ch su ey, he e is a e enue g ow h o as - ood ma ke s om 2016 o 2022 (Figu e
1). he global Qs o al e enue has inc eased wi hin he las six yea s and p edic ed o ise by 4% o equi -
alen o UsD 691 billion in 2022 ( 4, 2022). i summa izes ha consume s’ beha io o consuming Qs has
been inc easingly signi ican in line wi h he need o he indus y o adap o new consume ’s habi s such as
heal hie p oduc s and sus ainable op ions (h ps://www. 4.ai/indus y/ as - ood-ma ke -sha e).
Fu he mo e, he esea ch indica ed ha Qs ma ke sha e in 2019 we e dis ibu ed in o se e al
b ands (Figu e 2). Da a sugges ha he la ges Qs chain is McDonalds wi h 21.4%, ollowed by
Figu e 1. global as ood ma ke e enue om 2016 o 2022 (in Billion us Dolla s).
sou ce: 4, (2022).
cOgen BUsiness & ManageMen 3
s a bucks (7.52%), kFc (2.82%) and he emainde (uniden i ied b ands) has a 58.4% o ma ke sha e,
espec i ely. hese igu es indica es ha Qs s emains ha ing a po en ial ma ke g ow h.
in he con ex o ood-se ice ma ke in indonesia, a s udy om Mo do in elligence indus y epo
(2021) has epo ed ha he ma ke is alued a UsD 34,985.26 million in 2021 and is o ecas ed o g ow
a a cag o 8.44% in he pe iod be ween 2022 and 2027. Mo eo e , indonesian ood-se ice ma ke is
agmen ed, wi h he majo ma ke sha e held by p ominen local and global playe s, such as McDonald’s
co po a ion, Yum! B ands inc., Johnny and ean g oup, and P eka Bogain i. hese majo co po a ions
ha e been engaging in s a egies such as p oduc inno a ion and geog aphical expansions, p edomi-
nan ly in he indonesian ood-se ice ma ke . P oduc ion inno a ion has been a key s a egy adop ed by
he majo ope a o s, and a e ac i ely expanding hei inno a i e p oduc anges and inc easing hei
p oduc o e ings o mee he g owing demand o sus ainable and g een consume s (h ps://www.
mo do in elligence.com/indus y- epo s/indonesia- oodse ice-ma ke ). in an academic con ex , Budiyan i
and Pa i o (2018) indica ed ha he numbe o Qs in indonesia eaches mo e han 7000 uni h ough-
ou he coun y and mainly ope a e a majo ci ies. Mo eo e , he indonesian Qs ma ke is expec ed o
be p ima ily d i en by he inc easing equency o dining ou amid ime-p essed schedules and he
g owing in luence o wes e n die a y pa e ns due o he p esence o in e na ional companies, pa icu-
la ly in majo ci ies, such as Jaka a, su abaya, and Medan (Mo do in elligence indus y epo , 2021).
in addi ion, indonesian Qs ma ke is being d i en by ac o s such as g ow h in demog aphy and he
a ailabili y o o ganized Qs o e ing quali y ood and se ices. and he e o e, indonesia is an a ac i e
ma ke o in e na ional Qs s.
Based on he Qs indus ial esea ch, i is impo an o no e ha issues wi h conce ns o eco- iendly
p ac ices as well as issue o sus ainable li elihood o consume s a e becoming mo e popula . Fo
ins ance, esea ch on consume beha io ha ocuses on g een p ac ices ha e achie ed inc eased a en-
ion pa icula ly linking hem o Qs s (DiPie o e al., 2013; Joe e al., 2020; O enbache e al., 2019). in
he con ex o g een beha io , chen (2010) in es iga ed he cons uc s o g een sa is ac ion and g een
us . Fu he , ha s udy e ealed ha g een us played a c i ical ole, especially o companies ope a -
ing in mo e s ingen en i onmen al egula ions, despi e he ac ha consume s did no ha e high
ecological consciousness (chen, 2010). ano he issue closely ela ed o g een ma ke ing is he inc easing
public awa eness o he impac o en i onmen al consump ion, especially he impac o ecological con-
sump ion ac i i ies and en i onmen al awa eness (Daghe & i ani, 2014; hahnel e al., 2014). hence, i is
impo an o explo e de e minan s o ecological awa eness such as cus ome s pe cei ed alue in g een
ma ke ing p ac ices.
2.2. An applica ion o alue-belie -no m heo y in o g een ma ke ing
i has been mo e han wo decades since he Value-Belie -no m (VBn) heo y was i s in oduced
om s e n e al.’s (1999) esea ch and cu en ly, is used ac oss disciplines o examine p o-en i onmen
beha io (PeB). acco ding o au wein e al. (2023), he VBn heo y was an ex ension o no m-
Figu e 2. global as ood ma ke e enue by b and.
sou ce: 4,4 (2022).
4 M. k. MaWa Di e al.
ac i a ion- heo y (na ) de eloped by schwa z (1977) is highly employed concep ha elucida e social
psychology heo y in en i onmen al beha io s udies (abu aleb e al., 2020). Fu he mo e, au wein e
al’s (2023) highligh on en i onmen al beha io p o ided a iew ha he ci cula model o alues (cMV)
p oposed by schwa z (1992) and he new ecological pa adigm (neP) (Dunlap & Van lie e, 1978; Dunlap
e al., 2000) a e u he building blocks o VBn heo y. he e o e, VBn heo y has i s use ulness o p edic
an indi idual’s en i onmen al beha io d i en by pe sonal no ms, de e mined by belie s wi h ega d o
he associa ion be ween human and na u e. also, awa eness o consequences o en i onmen ally ha m-
ul beha io and asc ip ion o esponsibili y o en i onmen al damage has been he co e alue o VBn
heo y ( au wein e al., 2023).
Whils VBn heo y highligh s in e ac ion be ween human alues wi h hei en i onmen , he e a e
a ious beha io al heo ies ele an o be expanded in he con ex o g een ma ke ing o g een con-
sump ion. in a ecen a icle sha ma (2021) has con ended ha se e al heo ies ha e he use ulness o
explo e and explain consume pu chasing decision ha ela es hea ily o he con ex o g een ma ke ing.
Fo example, sha ma (2021) men ioned ha social in luence heo y (si ) can be used o examine he
in luence o social e e ence g oups on g een p e e ences and beha io . Fu he mo e, sha ma (2021)
highligh ed e idence by showing ha g een consump ion choices a e consis en wi h u ili y maximiza-
ion and p ice a ec s he u ili y unc ions o consume s (abaidoo, 2010). also, a i ude-Beha io -con ex
(aBc) heo y, which media es he link be ween a i ude and beha io (Pea ie, 2010) and
acquisi ion- ansac ion-U ili y (a U) heo y ha encompasses consume ’s in en o acqui e pa icula
goods. and hence, he exis ence o hese heo ies has been ui ul o unco e consume decision-making
p ocess pa icula ly in he con ex o g een consump ion (sha ma, 2021).
2.3. Cus ome pe cei ed alue on g een us
he concep o pe cei ed alue becomes inc easingly pi o al in he ield o consume beha io and
ma ke ing (konuk, 2018; Mu lih e al., 2020). since pe cei ed alue become inc easingly impo an , com-
panies can inc ease consume s’ pu chase in en ions by p o iding supe io alues o he p oduc s (cheung
e al., 2015; ka ajaya e al., 2019; s eenkamp & geyskens, 2006). Whils unc ional alue is associa ed
wi h he p oduc s’ p ope ies o achie e a ious objec i es— unc ional, u ili a ian, physical—(de Mo ais
Wa anabe e al., 2020; Jayashanka e al., 2018), p oduc alue o e s p o i ha dis inguish a company
om i s compe i o s’ (kim e al., 2008; seegeba h e al., 2016). Fu he mo e, pe cei ed alues a e impo -
an o in luence cus ome s’ us subsequen o pu chase (cu elo e al., 2019; konuk, 2018). us is seen
as a men al s a e ha in ol es he desi e o accommoda e ulne abili ies ocusing on p e e able mo i es.
he e o e, he pe cei ed alue cons i u es an essen ial componen o cus ome s’ long- e m ela ionships
(cheung e al., 2015; ka ajaya e al., 2019; Zhuang e al., 2010) and plays an impo an ole in in luenc-
ing he pu chase in en ion. he e o e, he co ela ion is ha us is o med om he in o ma ion p o-
ided ega ding he alue con ained in he p oduc , bo h ega ding bene i s, heal h, ce i ica ion, and
labeling acco ding o cus ome pe cei ed alue (de Mo ais Wa anabe e al., 2020). hus, he alues con-
ained in hese p oduc s in a sus ainable manne ac as a gua an ee o p oduc o igin (sil a e al., 2017)
and ha e an impac on cus ome pe cei ed alue. Fo ins ance, su e al. (2015) unde lined se e al ac o s
ha signi ican ly in luence he in en ion o buy o ganic p oduc s, such as a posi i e a i ude owa ds
o ganic ood by belie ing ha i is ee o pes icides, p e ious expe ience, a ailabili y and pe cei ed p ice
sui abili y. in ac , consume s may epu chase he same p oduc om he same company o b and i hey
ealize ha hey a e ecei ing g ea e alue han o e ed by o he supplie s (de Mo ais Wa anabe e al.,
2020; De oni e al., 2018).
Based on a ious li e a u es discussing g een consump ion, g een us is de ined as he psychological
s a e o consume s ha e e s o indi iduals’ belie s in accep ing an en i onmen ally iendly p oduc and
ending o ely on he p oduc , belie ing i can deli e eliable expec a ions wi h en i onmen ally iendly
and ene gy-e icien cha ac e is ics. P e ious s udies e ealed ha he pe cei ed alue could a ec
he g een us (anua e al., 2020; chen & chang, 2012, 2013; cu elo e al., 2019; gil & Jacob, 2018;
konuk, 2018). in he Qs con ex , his hypo hesis is subs an ia ed by s udies like Be ge and co bin
(1992) and nguyen e al. (2018), highligh ing he pi o al ole o us in en i onmen ally conscious
domains. ce i ica ions and labeling, as no ed by anua e al. (2020) and chen and chang (2012), ac as
cOgen BUsiness & ManageMen 5
i al signals in luencing g een us . as consume s inc easingly p io i ize sus ainabili y, anspa en com-
munica ion by Qs s abou hei commi men o eco- iendly p ac ices enhances pe cei ed alues, os e -
ing s onge us . in eg a ing insigh s om konuk (2018) and cu elo e al. (2019), Qs s can solidi y
consume us by aligning wi h and embodying pe cei ed alues associa ed wi h en i onmen al espon-
sibili y. i can be associa ed ha consume pe cei ed alue has a posi i e and signi ican e ec on g een
us . howe e , cus ome s’ pe cep ion owa ds a speci ic alue can a ec ones’ us owa ds a p oduc
(chen & chang, 2012; Dwikunco o & a ajczak, 2019; konuk, 2018; a abieh, 2021). Meanwhile, in he
Qs landscape, echoing De oni e al. (2018), Dlačić e al. (2014), and Wang and Yu (2016), his hypo h-
esis unde sco es he endu ing impac o pe cei ed alues on consume epu chase in en ions. Beyond
as e and con enience, pe cei ed alues associa ed wi h sus ainabili y and e hical sou cing signi ican ly
in luence loyal y, aligning wi h insigh s om anua e al. (2020) and chen and chang (2012). anspa en
communica ion and deli e y on pe cei ed alues, pa icula ly hose ela ed o en i onmen al esponsibil-
i y, a e i al. By doing so, Qs s no only mee cus ome p e e ences bu also, as sugges ed by De oni
e al. (2018) and Dlačić e al. (2014), build las ing ela ionships and d i e inc eased epu chase in en ions.
Fu he mo e, o he s udies disco e ed ha he pe cei ed alue posi i ely and signi ican ly in luence
epu chase in en ions (see, De oni e al., 2018; Dlačić e al., 2014; Wang & Yu, 2016). adding o ha o
consume ’s pe cei ed alue, g een us has an impo an a ibu e o d i e g een consump ion. and
hence, he hypo heses pe aining o his s udy a e:
h1: he e is a posi i e e ec be ween pe cei ed alues wi h g een us .
h2: he e is a posi i e e ec be ween pe cei ed alues wi h epu chase in en ions.
2.4. G een p oduc and sus ainable consump ion
Mos esea ch signi ies ha consume end o be skep ical abou g een p oduc claims (ga cia & eixei a,
2017). Despi e he con en ion ha g een p oduc s can in luence consume s’ con idence because hei
p oduc ion is mo e sus ainable han con en ional p oduc s, many consume s a e s ill skep ical and
neglec ed he claim o g een p oduc s (nu a u hisi & høge sen, 2017). Mos consume s’ doub s a e
caused by no ha ing he echnical expe ise and knowledge o dis inguish g een p oduc s om con-
en ional p oduc s, especially in he absence o chemical componen s in ood p oduc ion (nu a u hisi
& høge sen, 2017). ne e heless, o knowledgeable g een p oduc s consume s, us wo hiness in con-
suming hem is a esul o a con idence owa ds g een p oduc (agus ini e al., 2019; smi h & Paladino,
2010). Mo eo e , en i onmen al conce n has in luenced he idealis ic iew o a g een p oduc and os-
e ed cus ome us (amin & a un, 2020; li e al., 2021). and hus, g een p oduc s ha e become a key
elemen and s a egy o main ain he ma ke (ca o a e al., 2019; k ys allis & ch yssohoidis, 2005; lee,
2021). as no ed by amoako e al. (2020), he in ense use o he p oduc s de e mines consume s’ us in
g een p oduc s ha subsequen ly ac as a p e equisi e o c ea ing a ma ke o such a p oduc (Janssen
& hamm, 2011; noble & eisl, 2015). Wi hin he Qs con ex , consume skep icism owa ds g een p od-
uc claims, no ed by ga cia and eixei a (2017) and nu a u hisi and høge sen (2017), poses a chal-
lenge in es ablishing g een us . as no ed by ca o a e al. (2019) and lee (2021), us in Qs g een
o e ings becomes c ucial o sus aining ma ke p esence. amoako e al. (2020) obse e ha he consis-
en use o g een p oduc s in he Qs se ing ac s as a de e minan o consume us , becoming a
p e equisi e o c ea ing a ma ke o such p oduc s.
hus, he a ibu es o g een p oduc s ha emphasize en i onmen al p o ec ion which a e ac ually
supe io alues can only be ealized by changing demands o en i onmen al p o ec ion in o ( e)pu chase
in en ions (a i in e al., 2016; sil a e al., 2017). g een p oduc s a e cha ac e ized by esou ce conse a-
ion, can be ecycled, ee o chemicals, and a e heal hy (sun & Wang, 2019), hus, hey a e sa e o con-
sump ion by consume s. his is he supe io i y o p e e ence o g een p oduc s which can shape
epu chase in en ion (sil a e al., 2017). in addi ion, epu chase in en ion includes a ious mo i es ha
in luence consume buying beha io and can p edic ac ual pu chase beha io by assessing he alue
a ibu es con ained in he p oduc (Baum & g oss, 2017). Fu he mo e, g een p oduc epu chase in en-
ion e e s o he endency o consume s o buy p oduc s wi h he bes en i onmen al cha ac e is ics
han o dina y p oduc s (esmaeilpou & Bahmia y, 2017), which also consis s o a ious mo i a ions
6 M. k. MaWa Di e al.
gene a ed by beha io (li e al., 2021; suha an o e al., 2020). in he Qs landscape, he supe io en i-
onmen al a ibu es o g een p oduc s, such as esou ce conse a ion, ecyclabili y, and heal hiness (sun
& Wang, 2019), posi ion hem as a ac i e op ions o consume s. a i in e al. (2016) and sil a e al.
(2017) s ess ha hese a ibu es con ibu e o epu chase in en ions, e lec ing consume s’ p e e ences
o en i onmen ally conscious op ions. he e a e a ious s udies ha ha e in es iga ed he ela ionship
be ween g een p oduc s and epu chase in en ions which show a posi i e e ec (a i in e al, 2016; Fa ias
e al., 2021; Paul e al., 2016; suha an o e al, 2020). he e o e, he hypo heses ele an o his s udy a e:
h3: he e is a posi i e e ec be ween g een p oduc s on g een us .
h4: he e is a posi i e e ec be ween g een p oduc s on epu chase in en ions.
2.5. En i onmen al beha io impe a i e
Unde s anding en i onmen al beha io o ood consume s’ con enience is e y challenging o Qs due
o con adic i e in e es s be ween en i onmen al- iendly in en ions o beha io and he p oduc s o
se ices p o ided ( icci e al., 2018). Mo eo e , en i onmen al beha io can be a quali y a ibu e o he
p oduc (aschemann-Wi zel & niebuh aagaa d, 2014; Daghe & i ani, 2012; soom o e al., 2020; Xu e al.,
2020) as i p o ides in o ma ion and con inces consume s o make a pu chase. en i onmen al beha io
con ibu es o p o iding in o ma ion abou he p oduc o consume s; and hence, hei us a ec s hei
beha io al in en ion o buy (lee & Yun, 2015; au ique e al., 2017). ne e heless, when en i onmen al
alues a e o e s a ed and p o ide misleading and con using g een claims, consume s will e en ually be
eluc an in us ing he p oduc (chen & chang, 2013; lahe i e al., 2014; lucas e al., 2021). in ac ,
consume s may iden i y eal en i onmen al e o s by businesses as in insic mo i a ions and en i on-
men al oppo unis ic p o i s as ex insic mo i a ions when i comes o ad e ising o in o ma ion abou
g een p ac ices (ahmad e al., 2021; Moon, 2017; Pa guel e al., 2011). he unc ion o en i onmen al
o ien a ion can lead a company o p oduce sa e p oduc s o he en i onmen and a ac sensi i e con-
sume s o he en i onmen (konuk, 2019; na ula & Deso e, 2016). Mo eo e , consume s’ b and a i ude
in g een ad e ising migh be an ou come o hei pe cep ion owa ds en i onmen al u ili a ian bene i s
(lee, 2021). hus, na iga ing en i onmen al beha io in he Qs landscape is challenging due o con lic -
ing in e es s. icci e al. (2018) unde line his complexi y, a ising om con adic o y in en ions and he
na u e o Qs p oduc s. en i onmen al beha io , as a p oduc quali y a ibu e (aschemann-Wi zel &
niebuh aagaa d, 2014; Daghe & i ani, 2012; soom o e al., 2020), signi ican ly in luences g een us .
au hen ic en i onmen al claims a e pi o al (chen & chang, 2013; lahe i e al., 2014), as o e s a ed alues
b eed skep icism. consume s dis inguish genuine en i onmen al e o s, impac ing us (ahmad e al.,
2021; Moon, 2017). Fu he , mul iple s udies ha e p o en ha en i onmen al beha io signi ican ly in lu-
ences he g een us o an en i onmen ally iendly p oduc (aschemann-Wi zel & niebuh aagaa d,
2014; konuk, 2019; lee & Yun, 2015; icci e al., 2018; au ique e al., 2017).
Meanwhile, en i onmen al beha io owa d g een p oduc s is also a de e minan o consume beha -
io which indica es ha i is ela ed o epu chase in en ion because i is based on ha consume s a e
awa e o he impo ance o p o ec ing he en i onmen in o de o main ain heal h. hus, epu chase
in en ion is a consume endency o buy g een p oduc s in he u u e which highligh s en i onmen al
beha io (De oni e al., 2018; Wu e al., 2018). in ac , his epu chase in en ion is an indica o indica ing
ha he e is a s ong associa ion o en i onmen al beha io in i (suha an o e al., 2020). his en i on-
men al beha io has been linked o epu chase in en ion om a ious li e a u e on g een p oduc s
(chaudha y & Bisai, 2018; Woo & kim, 2019). in Qs , he nexus be ween en i onmen al beha io and
epu chase in en ions is c ucial. consume s’ de e mina ion o epu chase g een p oduc s aligns wi h hei
en i onmen al consciousness. De oni e al. (2018) and Wu e al. (2018) e eal ha epu chase in en ion
signals consume s’ inclina ion o in es in g een Qs p oduc s. his inclina ion, oo ed in en i onmen al
awa eness, becomes a obus ma ke (suha an o e al., 2020), highligh ing he s ong associa ion o
en i onmen al beha io wi hin i . nume ous s udies (chaudha y & Bisai, 2018; Woo & kim, 2019) es ab-
lish a posi i e link be ween en i onmen al beha io and epu chase in en ion in he Qs se ing.
consume s showcasing eco-conscious beha io a e likely o sus ain a p e e ence o g een Qs p oduc s,
emphasizing he las ing impac o en i onmen al conside a ions on pu chasing beha io . hus,
cOgen BUsiness & ManageMen 7
en i onmen al beha io shows ha he e is a posi i e in luence on epu chase in en ion (Pahle i &
suha an o, 2020; shapo al e al., 2018). in addi ion, he hypo heses pe aining o his s udy a e:
h5: he e is a posi i e e ec be ween en i onmen al beha io on g een us .
h6: he e is a posi i e e ec be ween en i onmen al beha io on epu chase in en ions.
2.6. The ele ance o g een us on epu chase in en ion
in he con ex o consume beha io , us becomes a c ucial elemen subsequen o a ce ain beha io al
ou come such as in en o pu chase g een p oduc . P e ious esea ch has alida ed ha cus ome s’ us
in epu chasing a g een p oduc (de Mo ais Wa anabe e al., 2020; gil & Jacob, 2018; Jiang & chiu, 2014;
Moussa & ouzani, 2008). Building a highe le el o in e ac ion wi h cus ome s by showing mo e han
a ge ed sales esul s, he company will ame a highe le el o us in i s p oduc s (lin & niu, 2018;
Wang e al., 2018). O he han ha , he in o ma ion ep esen ing a p oduc cons i u es o labels and
ce i ica ion, which can ensu e ha he p oduc is comple ely g een (amoako e al., 2020; de Mo ais
Wa anabe e al., 2020; kang & hu , 2012). as a esul , he labeling gua an ees he p oduc ’s au hen ici y
and indica es an eco- iendly p oduc (sil a e al., 2017). g une e al. (2014) a gue ha i he us in
he p oduc labeling inc eases, consume s’ us ha he p oduc mee s g een p oduc equi emen s will
inc ease. in addi ion, us e e s o a le el o belie ha ano he pa y will demons a e a pa icula
beha io al as an ou come (chen & chang, 2012; Mu lih e al., 2020; Wu e al., 2018). acco ding o
schlosse e al. (2006), cus ome s’ us de e mines ones’ epu chasing in en ions, especially i hey ha e
en i onmen al conce ns. i is impo an o no e ha expe ience, a p oduc ’s alue, and engagemen o
en i onmen al beha io in luences consume s’ us ; and hus, d i ing hem o epu chase a g een p od-
uc as a beha io al ou come (chen & chang, 2012; liu e al., 2018; sil a e al., 2017).
in he Qs ealm, us s ands as a linchpin in he consume decision-making p ocess, especially con-
ce ning he in en o epu chase g een p oduc s. Valida ed by p e ious s udies, cus ome us p o es
ins umen al in shaping epu chase decisions o g een o e ings (de Mo ais Wa anabe e al., 2020; gil &
Jacob, 2018). Beyond sales me ics, os e ing deepe connec ions wi h cus ome s, as sugges ed by lin
and niu (2018) and Wang e al. (2018), ampli ies us in Qs p oduc s. in o ma ion con eyed h ough
labels and ce i ica ions, pi o al in ensu ing au hen ici y and eco- iendliness (amoako e al., 2020; de
Mo ais Wa anabe e al., 2020), becomes pa amoun . g une e al. (2014) asse ha heigh ened us in
p oduc labeling co ela es posi i ely wi h consume con idence in Qs p oduc s mee ing g een s an-
da ds. us , cha ac e ized as belie in a speci ic beha io al ou come (chen & chang, 2012; Wu e al.,
2018), p o es pi o al in in luencing Qs epu chase in en ions, especially in en i onmen ally conscious
con ex s (schlosse e al., 2006). Based on hese easons, he hypo hesis ele an o his s udy is:
h7: he e is a posi i e e ec be ween g een us on epu chase in en ions.
3. Resea ch me hod
his esea ch employed a quan i a i e app oach using s a is ical analysis as an inqui y ool. he s a is ical
echniques used we e desc ip i e and in e en ial s a is ics. Meanwhile, he Pls-seM was applied o ana-
lyze he in e en ial s a is ics. acco ding o hai e al. (2014), he Pls-seM is a powe ul s a is ical ool
because i applies o all da a scales, does no equi e many assump ions, and con i ms he ela ionship
wi hou a solid heo e ical ounda ion. Fu he mo e, he Pls-seM mo e s ongly es ima es a s uc u al
model han he cB-seM, especially when some o he assump ions a e iola ed (hai e al., 2014).
Fu he mo e, cB-seM is mo e e ec i e on ac o -based model bu Pls-seM is mo e e ec i e on
composi e-based model (Dash & Paul, 2021). e en he esul s om cB-seM and Pls-seM showed simila
esul s (Dash & Paul). O he han ha , Pls-seM is employed o de elop o build a hypo hesis, p edic a
complex si ua ion, and acili a e he mul i a ia e da a analysis; in con as , he Pls-seM comp ises
e idence-based heo y and wo ks a e pa ame ic assump ions mee (hai e al., 2014).
his s udy employed a cons uc by adop ing a en i ems o pe cei ed alue scale (chen, 2010; De oni
e al., 2018; Zielke, 2010), ele en i ems o g een p oduc s scale (D’souza e al., 2006), ele en i ems o en i on-
men al beha io scale (lee e al., 2011), a i e i ems scale o epu chase in en ions (De oni e al., 2018), and a
14 M. k. MaWa Di e al.
insigni icance o such e ec . hese assump ions we e based on he s udies o icci e al. (2018) as well as
aschemann-Wi zel and niebuh aagaa d (2014). Fi s , cus ome s possibly did no in luence g een p oduc s.
second, he pe cei ed alue disag ees wi h he equi ed alue; subsequen ly, a epu chase was no p esen .
and hi d, cus ome s had inadequa e knowledge and in o ma ion abou g een p oduc s.
las ly, his s udy ound ha g een us could in luence he epu chase in en ions (ß = 0.470). Many
s udies ha e discussed ha he g een us and epu chase in en ions a e ele an and can o m expe i-
ence and sa is ac ion a ec ing epu chase in en ions (chen & chang, 2012; de Mo ais Wa anabe e al.,
2020; høge sen e al., 2017). apa om ha , g een us becomes ano he c i ical concep o comp e-
hend consume s’ en i onmen ally iendly beha io because his beha io is hei eason o p e e ing a
speci ic p oduc (chen & chang, 2013). eco- iendly p oduc s wi h high quali y a e conside ed o ha e
high alue and can sa is y cus ome s’ expec a ions o en i onmen ally iendly p oduc s (chen & chang,
2012; sil a e al., 2017). F om he consump ion expe ience, cus ome s will build hei us in en i on-
men ally iendly p oduc s (g une e al., 2014). Based on his a i ma ion, cus ome s will belie e i he
company can p oduce en i onmen ally iendly p oduc s ha a e sa e o cus ome s and he en i on-
men . he e o e, cus ome s’ us can p o ec hem om obscu i y in pu chasing en i onmen ally iendly
p oduc s (Jiang & chiu, 2014; hei s & hameed, 2020). chen (2013) p oposed and es ed a us model
o en i onmen ally iendly p oduc s. he es ablished ha quali y, sa is ac ion, alues, and isks signi i-
can ly encou aged cus ome s o us eco- iendly p oduc s. his phenomenon ag ees wi h a ious s ud-
ies disco e ing ha g een us posi i ely and g ea ly impac ed epu chase in en ions (chen & chang,
2012; de Mo ais Wa anabe e al., 2020; sil a e al., 2017).
5.2. Theo e ical implica ion
he implica ions o his esea ch encompass ou old indings con ibu ing o he li e a u e:
1. ex ension o g een ma ke ing heo y. he s udy emphasizes he impo ance o pe cei ed alue,
g een p oduc s, and en i onmen al beha io in in luencing g een us , ex ending he exis ing g een
ma ke ing heo y;
2. alignmen wi h sus ainable de elopmen goals. his esea ch ecognizes he e olu ion o g een ma -
ke ing wi hin he b oade con ex o he sus ainable de elopmen agenda. in es iga ing he ela ion-
ships be ween pe cei ed alue, g een p oduc s, en i onmen al beha io , g een us , and epu chase
in en ions aligns wi h he goals o sus ainable de elopmen co e ed in p e ious esea ch (ahmad
e al., 2021; amin & a un, 2020; anua e al., 2020; chen, 2010; Wu e al., 2018);
3. add essing a i udes and beha io s disc epancy. a no able aspec is he iden i ica ion o he ela ion-
ship be ween a i udes and beha io s in g een ma ke ing. Despi e he impo ance a ibu ed o
g een p oduc s, he e seems o be a lack o co esponding a i udes owa d eco- iendly beha io .
his obse a ion opens a enues o u u e esea ch aimed a b idging his di ide and unde s anding
he complexi ies o g een consume ism (amoako e al., 2020; chen, 2013; chen e al., 2015); and,
4. explo a ion o push- ac o s in g een ma ke ing: Del ing in o he mechanisms h ough which busi-
nesses in luence consume beha io , his esea ch explo es he push ac o in g een ma ke ing.
speci ically, i in es iga es whe he pe cei ed alues, g een p oduc s, and en i onmen al beha io ac
as de e minan s o g een us and subsequen ly in luence epu chase in en ions, expanding on p e-
ious s udies (ahmad e al., 2021; chen e al., 2015; cheung e al., 2015).
5.3. P ac ical implica ion
a pa om he heo e ical implica ions been highligh ed om his esea ch, he e a e se e al p ac ical
implica ions as sou ce o use ul in o ma ion o businesses pa icula ly o Qs s. hese p ac ical implica-
ions include:
1. a ocus on cus ome ’s pe cei ed alue. an eco- iendly p oduce should ensu e ha hei o e ings
no only con ibu e o en i onmen al sus ainabili y bu also e ec i ely mee cus ome s’ expec a ions
o cleanliness and p oduc pe o mance. Fu he , conduc ing cus ome su eys o unde s and hei
needs and p e e ences can guide p oduc de elopmen ;
cOgen BUsiness & ManageMen 15
2. le e aging emo ional alue h ough communica ing con ibu ions o heal h and en i onmen al sus-
ainabili y o deepen an emo ional connec ion o he b and;
3. Di e en ia ion o g een p oduc s ia ocusing no only he en i onmen al bene i s bu also he supe-
io as e and nu i ional alue o o ganic menu i ems. also, a clea labeling and ma ke ing cam-
paigns dis inguish eco- iendly choices will be bene icial o Qs s; and,
4. capi alize on he eco- iendly aspec s o he dining expe ience and collabo a e wi h en i onmen al
o ganiza ions, ob ain ce i ica ions, and main ain anspa en p ac ices o enhance g een us .
6. Conclusion
his esea ch concluded consume beha io wi h he ocus on g een p oduc s o as - ood es au an s
in ou - olds o indings. Fi s ly, his s udy e ealed ha he consume s’ in e nal ac o s, ep esen ed by
he a iables o pe cei ed alues and g een p oduc s, signi ican ly in luenced g een us , and epu -
chase in en ions. secondly, his s udy de e mines he ac o s ha co obo a es o ‘gen-Z’ consump ion
beha io owa ds he unde s anding o en i onmen ally iendly li es yle consump ion. hi dly, en i on-
men al beha io ep esen ing consume s’ ex e nal ac o s o making a pu chase decision was no a
p edic o o bo h g een us and in en ions o buy epu chase as ood es au an s’ p oduc s.
Mo eo e , he en i onmen al beha io suppo ing he deli e y p ocess o g een p oduc s’ alues o
consume s could no s imula e he consume s’ ex e nal ac o o aise hei us in he g een p oduc
and in end o epu chase Qs ’ p oduc s. he e o e, o he al e na e indica o s a e needed o jus i y how
ex e nal ac o s can a ec consume s’ beha io o pu chase g een p oduc s. las ly, g een us and
epu chase in en ions ha cons i u e o ou pu s o consume s’ beha io showed a posi i e and signi -
ican e ec . as a consequence, consume s’ us in en i onmen -o ien ed p oduc s o Qs s could
enhance cus ome s’ in en ions o epu chase he p oduc s. apa om hese indings, he esul s o
his s udy should be gene alized in a ca e ul manne o a oid o e s a ed assump ions. his is due o
a single geog aphic obse a ion employed in his s udy, whe eas di e ences in consump ion/pu chas-
ing powe in di e en a eas o obse a ion would di e . hus, he ex en o which en i onmen al
beha io as an ex e nal d i e did no in luence consume ’s g een us and in en o epu chase a
p oduc which had no been able o be explained in-dep h. his is a challenge o schola s in he
ocus o g een ma ke ing o explo e in-dep h on he insigni icance o en i onmen al beha io on
g een us and epu chase in en ion. he hyb id clus e analysis app oach p o ides a nuanced unde -
s anding o cus ome di e si y, enabling companies o op imize hei ma ke ing s a egies, se ice
o e ings, and o e all cus ome expe ience (cahyana e al., 2020).
Despi e his s udy has explained hese indings and p esen ed heo e ical and p ac ical implica ions, i is no
wi hou limi a ions. Fi s ly, he discussion o he push- ac o o he g een ma ke ing concep indica ed by
pe cei ed alues, g een p oduc s, and en i onmen al beha io may no p o ide a comp ehensi e iew o
g een ma ke ing. as emphasized by au wein e al. (2023), he e a e de e minan s in p edic ing indi idual’s
en i onmen ally d i en beha io , which is a co e alue o he Value-Belie -no m. Mo eo e , he signi icance o
g een us is no only limi ed o he p oduc i sel bu also ex ends o se ices, b ands, and epu a ion (chen
& chang, 2013). hus, despi e de e minan s o g een us ha e been demons a ed in his s udy, o he con-
olling ac o s need o be iden i ied and es ed, as sugges ed by chen and chang (2013). his could be use ul
in p o iding a holis ic heo e ical explana ion and unde s anding o he g een ma ke ing concep . secondly,
his s udy se a sample ep esen ing consume s om Qs , om he ma ke pe spec i e in indonesia, speci i-
cally in he ci y o Malang, eas Ja a P o ince. he e o e, he e migh be di e ences in consume beha io add
o he majo ci ies in indonesia, such as Jaka a, Bandung, and su abaya. simila ly, conside ing he pe spec i e
o he ma ke in o he coun ies migh also lead o a ia ions in he indings.
Acknowledgemen
he au ho s exp ess since e app ecia ion o all anonymous e iewe s o hei aluable insigh s and cons uc i e
eedback, which ha e signi ican ly con ibu ed o he enhancemen o his manusc ip . addi ionally, he au ho s
acknowledge he Facul y o adminis a i e science a B awijaya Uni e si y, indonesia, o hei suppo and p o i-
sions unde he esea ch g an scheme.
16 M. k. MaWa Di e al.
Disclosu e s a emen
no po en ial con lic o in e es was epo ed by he au ho (s).
Abou he au ho s
Mukhammad Kholid Mawa di, is an associa e P o esso a he Business adminis a ion Depa men , B awijaya
Uni e si y, indonesia. his cu en appoin men is as he Vice Dean o he Facul y o Voca ional s udies. he holds a
PhD om he Uni e si y o Wollongong, aus alia. his esea ch in e es s include en ep eneu ship and small business
managemen , inno a ion and ma ke ing managemen .
Mohammad Iqbal, is an associa e P o esso o he Business adminis a ion Depa men , B awijaya Uni e si y,
indonesia. his cu en appoin men as he chai man o he Di ec o a e o inno a ion and science echnology Pa k.
Ob aining his DBa om Vic o ia Uni e si y, aus alia, he has au ho ed esea ch pape s on he hemes o en ep e-
neu ship, s a egic managemen and ma ke ing.
Endang Si i As u i, is an eme i us P o esso a he Depa men o Business adminis a ion, B awijaya Uni e si y. he
expe ise includes human esou ce in o ma ion sys em, echnology managemen , o ganiza ional beha iou and
knowledge managemen . as one o he p ominen academicians in he ins i u ion, she has supe ised and g adu-
a ed nume ous esea ch s uden s.
Rizal Al isyah , is a senio lec u e o he Business adminis a ion Depa men , B awijaya Uni e si y, indonesia. his
esea ch in e es includes ma ke ing managemen , consume beha io and en ep eneu ial ma ke ing. he wo ked in
Ma kPlus, inc as a ma ke ing consul an p io o being an academician and cu en ly pu suing his Doc o a e deg ee
a swinbu ne Uni e si y o echnology, aus alia.
Andi Mappa ompo, is a senio lec u e a he Muhammadiyah Uni e si y in Makassa , indonesia. his esea ch in e -
es include consume beha iou , o ganiza ional beha iou and ma ke ing managemen .
Funding
his s udy was suppo ed by Uni e si as B awijaya.
ORCID
Mukhammad kholid Mawa di h p://o cid.o g/0000-0001-9967-9188
Mohammad iqbal h p://o cid.o g/0000-0002-1052-9632
endang si i as u i h p://o cid.o g/0000-0003-3283-7342
izal al isyah h p://o cid.o g/0000-0002-8626-5709
andi Mappa ompo h p://o cid.o g/0000-0002-5571-3134
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