INVESTIGATING THE FACTOR INFLUENCING INDONESIAN CONSUMERS' INTENTION TO PURCHASE GREEN PRODUCTS IN INDONESIA: APPLYING THE THEORY OF PLANNED BEHAVIOR

Investigating the factor influencing Indonesian Consumers’ Intention to Purchase Green Products in Indonesia: Applying the Theory of Planned Behavior


INTRODUCTION
Ozone degradation, climate change, contaminants in water, and air pollution are just a few of the environmental issues that have become major threats to the ecological equilibrium (H.Wang et al., 2019).Increased industrial production, exploitation of natural resources, poor farm management, and private consumption have exacerbated the damage caused to the environment (Li et al., 2019).Indonesia is referred to as one of the countries with the largest population growth with good expansion of the industrial economy but accompanied by a boost in waste, which causes water, soil, and air pollution (Kartawinata et al., 2020).Previous research has shown that increasing population and excessive consumption are the main causes of environmental damage and natural resource crises (Nekmahmud et al., 2022).More specifically, Sun et al. (2022) state that human consumption activities are partly responsible for 30-40% of all environmental issues.As such, individuals are forced to reflect on their traditional consumption behavior, and green consumption practices have been identified as an effective way to reduce environmental problems.
Green consumption is a behavioral pattern people adopt to preserve the environment through their consumption choices (Huang et al., 2023).J. Wang et al. (2021)  of consumption: product purchasing, use, and disposal.As part of the green economy, green behavior is an important driver for sustainable development.Consequently, it is crucial to determine the elements that influence individual attitudes to resolve the issue.Changes in consumer behavior towards green behavior reflect their concern about reducing climate change.This includes activities to reduce waste (Vorobeva et al., 2022), minimize carbon footprints (Zeng et al., 2022), buy and consume green products (Lin & Niu, 2018) to changes in diet (Chen & Yang, 2019).Research by Kim & Hall (2019) confirms that public awareness of the environment has shaped a shift in behavior.As a result, researching the variables that affect green consumption behavior and how green consumption behavior develops has become a crucial research area.
The previous study shows that green consumption behavior is shaped by two main factors, namely external factors (e.g., incentives, promotional strategies, and environmentally friendly product packaging) and internal individual factors, including cognitive aspects (e.g., knowledge, values, proenvironmental intentions) and emotional factors (e.g., self-existence, warm glow of giving, worry and guilt towards the environment) (Boobalan et al., 2021;Cahyasita et al., 2021;Dogan & Ozmen, 2019;Herbes et al., 2020;J. Sun et al., 2023).Furthermore, Li et al., (2019) Furthermore, Li et al., (2019) claimed that psychological variables tend to be greater predictors of green consumption behavior than external factors.To investigate the psychological factors behind the change in behavior, the theory of planned behavior (TPB) (Ajzen, 1991) is a pertinent theoretical method to explore the psychological elements underlying behavior change.The theory of planned behavior (TPB), which describes human behavior, has received widespread acceptance in the study of pro-environmental behavior (Gansser & Reich, 2023;Kim & Hall, 2019;Nekmahmud et al., 2022).
In the TPB model, consumer attitudes, subjective norms, and perceived behavioral control are the three main antecedents that shape intention (Shanmugavel & Balakrishnan, 2023).Attitude is defined as the overall evaluation of a particular behavior.Attitudes are considered to be the main determinant of intention formation, although previous studies have debated the gap between consumer attitudes and intentions (J.Wang et al., 2021).The individual's perceptions of what other people believe about their behavior are subjective norms.This represents social pressure from the environment, which then influences consumer views by following what others believe is good to do.Social trends have moved towards responsible consumption.Studies find that the influence of society on individuals in carrying out Perceived behavioral control refers to a person's impression of their ability to engage in green behavior and their perceived barriers to doing so.According to Nimri et al. (2020), individuals' intent to engage in green behavior will generally increase the more positive attitudes and societal norms, the stronger the perceived control and other factors.
Empirically, Paul et al. (2016) state that compared to consumers in developing nations, consumers in industrialized nations are more concerned with the environment.However, in-depth studies are required to comprehend green product purchasing patterns in emerging nations to stop further environmental destruction.Consumers in developing nations may have various environmental worries, assumptions, viewpoints, and attitudes.Numerous studies have been done to comprehend green consumer behavior in developing nations like India (Yadav & Pathak, 2017), Nigeria (Ojedokun et al., 2022), and Malaysia (Ogiemwonyi et al., 2020).Therefore, this research is designed for the development of the study.In the context of Indonesian consumers, this study focuses on green consumer behavior in developing nations.Given that Indonesia produces trash at the fifth-highest rate globally (World Bank reports, 2022) with high population growth, researching the behavior of Indonesian consumers in choosing green products is essential.
This study uses the theory of planned behavior (TPB) as a framework model.Previous literature has used the TPB model in green behavior (Askadilla & Krisjanti, 2017;Emekci, 2019;Joshi et al., 2021).The study's coverage of green consumption practices includes buying organic food, environmentally friendly apparel and home appliances, and environmentally friendly packaging.This study aims to provide useful insights to help practitioners, policymakers, and marketers encourage environmentally friendly behavior.So, using the Theory of Planned Behaviour (TPB), this study aims to investigate the psychological elements that influence green behavior.It is expected that attitude, perceived behavioral control (PBC), and subjective norm all substantially impact a consumer's decision to purchase a green product.

MATERIALS AND METHODS
The survey group comprised 228 people from various backgrounds, ages, education, status, and cultures.The market for ecologically friendly goods grows as public knowledge of various environmental challenges rises.Various types of green products are produced to meet people's needs while simultaneously contributing to solving complex environmental problems.The green products in the survey include organic food, cutlery, environmentally friendly packaging, detergents, skincare, baby cloth diapers, and eco-friendly sanitary napkins for women.The survey was carried out from March to April 2023 and distributed via online forms that respondents could easily fill out.
Applying the snowball method of sampling, data were collected.This sampling method was selected due to the absence of people listed as consumers of pro-environmental products.In filling out the form, the respondent is first given a description and brief information about the pro-environment product description.The respondents' personal information will be secure and not shared to protect privacy.Sociodemographic characteristics are important to discuss to see a picture of consumers of pro-environmental products.This paper's discussed characteristics include age, education, income, marital status, and occupation.Participant response data is measured for all items on a five-point Likert scale.This study considered external variables like attitudes, perceived behavioral control, and subjective norms.These variables are analyzed in a model, and the relationship with the latent intention variable will be seen (Wallace & Buil, 2023).as a factor in the theoretical model of planned behavior.Data analysis was carried out using PLS-SEM and was run with an analysis tool, namely Smart PLS 3. PLS was run twice to evaluate the measurement model and once to run the structural equation model (Liu et al., 2023).In the first stage, model measurements were carried out using the PLS algorithm with 3000 iterations.With a total of 5,000 subsamples and a significance level of 0.05, the bootstrapping approach in smart PLS 3 was used to evaluate the structural model.These two phases are called outer and inner model analysis Hair et al. (2014).
Outer model analysis includes outer loading, construct reliability and validity, and discriminant validity.Outer loading contains values that indicate the correlation between indicators and latent variables.To find out the reliability of the data used, look at the value of the composite reliability (CR) indicator.The parameter of convergent validity refers to the Average Variance Extracted (AVE).The heteroit-monotrait ratio (HTMT) value and the Fornell-Lecker criterion were used to test the discriminant validity.The results and discussion sections will display these various tests' results.However, an inner model analysis was performed to determine how exogenous variables and endogenous latent variables related to one another.The interactions between each exogenous variable and latent variables can be used to illustrate this directly and indirectly.The structural equation model, which is based on the original Theory of Planned Behavior (TPB) model, would be appropriate to examine the following study hypotheses: H 1 : Subjective norm significantly predicts attitude; H 2 : Subjective norm significantly predicts intention; H 3 : Perceived Behavior Control strongly predicts intention; H 4 : Attitude significantly predicts intention.

Demographic characteristics of the respondent
Consumers' socioeconomic status greatly shapes their decisions to buy particular goods or brands.Sreen et al. (2018) stated that consumers respond differently to environmentally friendly products according to their characteristics.Table 1 displays the demographic descriptive data of the study's respondents.The participants in this study were 228 green consumers aged 17 years.This study's Green consumers comprised 58% women and 42% men.Previous research has revealed that women are more conscious of the environment and more inclined to take action to protect it (Brough et al., 2016).Based on social role theory, women are said to include communal and domestic behavior in their decisions by expressing their feelings openly and showing concern for others.Women are, therefore, more likely to transform their pro-environmental ideas into actions and are more lined up to pay for environmentally friendly products (Kwok et al., 2016).
Most consumers (95%) are individuals under 35, and more than 50% of respondents have a university degree.These results indicate that most of the sample is young and highly educated.They are supported (Verma & Chandra, 2018), which states that the younger generation is a valuable consumer in the future.Young people are aware of their environmental responsibility and engage in some form of green behavior.The study of (Prieto-Sandoval et al., 2022) demonstrates that since they are exposed to environmental education and media that covers environmental issues, young people are typically more inclined to purchase green items.Educated young consumers are said to care more about the environment because they are very emotional about protecting something they own (Nekmahmud & Fekete-Farkas, 2020).
Income is a demographic factor that is commonly associated with green consumer profiling.In this study, 65% of the respondents had an income of <IDR 3,000,000.This is possible because 47% of the participants are students and then are young workers.Vicente-Molina et al., 2018 state that the university atmosphere can foster an environment where students can learn about and discuss environmental issues, ultimately promoting responsible environmental behavior in society.Additionally, single customers who were not married contributed to the majority of the study's participants.Previous literature stated that consumer concern for ecology was well predicted by marital status (Patel et al., 2017).
Meanwhile, single consumers prefer to participate in green behavior.The limitations of this study are in collecting data through online surveys.The method's weakness lies in the uneven distribution of respondents' locations and differences in respondents' perceptions, which causes the possibility of obtaining biased data.

Measurement model
Several evaluations were conducted during the testing of the measurement model to determine the validity and reliability of the acquired data.The reliability test will show internal consistency in each item in the variable.Before that, each item needs to go through an assessment of the outer loading value.Outer loading, together with AVE, is a test that is applied to evaluate convergent validity (Agrawal et al., 2023).Furthermore, Agrawal et al. (2023) stated that the acceptance limit for outer loading values is greater than 0.6 for an item that can be considered suitable for use in testing at a later stage.According to the study, every item has an outside loading greater than 0.6.The lowest value of outer loading is 0.721 for item INT5, and the highest is 0.888 for item ATT3.The procedure for evaluating the reliability of PLS data is called Composite Reliability (CR).If the CR number is more than 0.7, it deserves to be accepted.The highest CR value observed was 0.913, namely the attitude variable, while the lowest was subjective norms.In addition, the advised AVE is greater than 0.5 (Hair et al., 2019).The attitude variable's AVE has the highest value, 0.7, while the intention variable's AVE has the lowest value, 0.62.2, the outer loading, CR, and AVE values of all items attached to the exogenous variables have exceeded the required limits.The range of AVE values varies between 0.629 to 0.7.The discriminant validity examination employing the HTMT and Fornell Lecker tests follows next.To compare the square root of AVE with the correlation of latent variables, Fornell Lecker was applied (Fornell & Larcker, 1981).Unlike Composite reliability, HTMT functions to discriminate the validity between one construct and another construct.Construct or exogenous variables in the PLS model can be acceptable if the HTMT value is below 0.85 (Tong et al., 2023).Table 3 reveals that the HTMT of all the variables is still below 0.85 based on its specifications.The measuring model used in this work has limitations since no blindfolding analysis, which could have provided information regarding the structural model's capacity for prediction, was conducted.Apart from using the Fornell-Larcker and HTMT tests, the cross-loading value of each item used to measure each variable shows discriminant validity.Table 4 displays the cross-loading value for the above study.When the loading value of the construct itself is higher than the cross-loading value for other variables, the model has proven its discriminant validity (Hair et al., 2019).Therefore, Since each item in this study displayed a larger loading value than its cross-loading value, we can say that all items fulfill discriminant validity.For example, on the attitude 1 item, the loading value obtained is 0.723, which is higher than the cross-loading attitude one value for intention (0.424), PBC (0.356), and subjective norm (0.247).Overall, the cross-loading value in this study was the lowest at 0.146, and the highest was 0.888.Likewise, with other items in the construct, intention, PBC, and subjective norm.

Structural equation model
It is confirmed by the review of the theory of planned behavior model of consumer behavior for environmentally friendly goods that attitude, perceived behavioral control (PBC), and arbitrary standards can account for 40% of consumer intentions (R 2 = 0.395).The subjective norm's ability to describe attitude is 13% (R 2 = 0.128).Based on blindfolding analysis or Construct cross-validating redundancy, the Q 2 value on endogenous latent variables must show a value of more than 0.05.This analysis aims to see the level of relevance of predictions from a construct model.Related to this, the test results show that the attitude and intention variables are relevant because both are worth more than 0.05, namely 0.087 for attitude and 0.242 for intention.According to the conveyed hypothesis, the path coefficient values in Table 5 reflect the interaction between each variable.The bootstrapping test results on SmartPLS confirmed the path coefficient values of subjective norms to attitude (β = 0.358, p = .000),PBC to intention (β = 0.354, p = 0.000), and attitude to intention (β = 0.352, p = .000).The above three hypotheses show that intention has a strong positive connection.This has been confirmed by the findings of Liu and Chen (2023).Conversely, path subjective norms towards intention (β = 0.033, p = .611)did not show a significant relationship.In this model, a mediating effect is found on subjective norms on intention with attitude as a mediator.In other words, the intention to purchase environmentally friendly goods is indirectly influenced by subjective norms.The assessment's findings demonstrated that the mediating impact significantly affected both of them.
The findings reveal the confirmation in supporting the theory of planned behavior (TPB) (Ajzen, 1991).According to theory, a person's behavior can be predicted based on whether or not they have strong intentions.A person's social-psychological behavior can be understood using the theory of planned behavior.Mutyebere et al. (2022) declared that Adoption behavior is primarily influenced by awareness, attitude, subjective norm (SN), and PBC.Vamvaka et al. (2020) emphasized that in TPB, the stronger the attitude, SN, and PBC, the more a consumer intends to perform a behavior.Research by (Ogiemwonyi et al., 2023) states that SN is considered a substitute for social influence in the context of green behavior.
Furthermore, Welsch & Kühling (2018)  attitudes.Analysis revealed that although subjective norms do not considerably impact the intention to purchase green items, attitudes are directly impacted.The magnitude of the effect can be seen from the F 2 test with a limit of 0.2.An F 2 value below 0.02 can be said to have no effect.The results show the influence of subjective norms with a value of 0.147, showing a small predicting power on attitudes.According to a study by Cahyasita et al. (2021), SN substantially impacted attitudes but not the intention to eat organic rice.On the other hand, Van Tonder et al. (2023) confirm that subjective norms directly contribute to people's environmentally friendly behavior.On the other hand, numerous studies have discovered a significant impact of SN on consumers' decisions to purchase green products directly (Ham et al., 2015).2020), PBC can be interpreted as consumers' external and internal control factors related to commitment to green products.According to the evaluation's findings, perceived behavioral control (PBC) significantly affects consumers' intentions to buy environmentally friendly goods.The F 2 value of 0.138 indicates that the magnitude of the influence of PBC in predicting R 2 intention is quite small.In their research, Aitken et al. (2020) found that one thing that can be useful in strengthening consumers' positive intentions towards purchasing organic food product consumption is the use of labeling on products.Labeling refers to providing clear information on product packaging, such as health, environmental, and social benefits.This is proven to hinder consumers' sense of control who previously objected to buying organic products due to several barriers such as price, trust, and availability.PBC, together with an attitude based on the results of Cristea & Gheorghiu (2016), are the best predictors of the intention of a behavior.Similar to this research, the results of this investigation further support the idea that attitude plays a part in determining whether or not a person will choose to purchase green goods.The F 2 value of 0.147 indicates a small predicting power of attitude in describing R 2 's intention to buy green products.Attitudes can be formed in several ways, including adopting repeated events, differentiation as experience increases, and gradual integration of attitude formation (Sartika, 2020).However, on the other hand, Sartika (2020) also states that there is a possibility of attitudes that do not align with behavior.In other words, to strengthen consumer intentions for sustainable behavior, it is important to disseminate information regarding health benefits when changing the consumption of conventional products to organic products.Continuous outreach will increase the intensity of people's exposure to green products.This is theoretically expected to direct people's attitudes towards purchasing proenvironmental products.In this framework, we found a moderating effect of SN on intention.The results show that although in Table 5 it is found that directly SN has no significant effect, indirectly SN can predict whether a consumer will purchase a green product.Therefore, the total effect of SN is that SN has a full mediating influence, where the role of SN in this model is that it can influence intentions but must go through the mediator variable, namely attitude.These results are supported by research from Alonso & Eleftherios (2021), who compiled a special paper assessing subjective norms' role in mediating the connection between attitude and intention.The social environment nevertheless impacts the attitude component, an antecedent of intention, even when the effect is indirect.Therefore, the perception of the people closest to something will shape one's attitude towards something.
Table 6 provides an overview of the model fit test findings.The level of collinearity in PLS-SEM was assessed using the variance inflation factor (VIF).This research shows that the VIF value between variables ranges from 1 to 1.49, which is smaller than the collinearity limit according to (Henseler et al., 2016), namely 5. Thus, it is known that there is no problem with collinearity in this model.The standardized root mean squared residual (SRMR) value indicates a better model fit.The obtained SRMR value is 0.063, less than the threshold of 0.08.The normed fit index (NFI), currently 0.843, is almost at the 0.9 criterion.Although NFI is outside the normal fit boundaries, other parameters have demonstrated good fit in this model.

CONCLUSIONS AND SUGGESTION
The outcomes of this research analysis show that attitudes and perceived behavioral control substantially impact intentions.At the same time, subjective norms have a full mediating effect on intention.Hence, through related agencies, we recommend the government provide support for easy accessibility, such as holding special exhibitions of pro-environmental products regularly.In addition, product labeling can also assist sellers in forming positive perceptions from the public towards proenvironmental products.This research still uses the basic variables of the TPB, where many researchers can add other variables that have the potential to influence a person's intention to take an action.Meanwhile, subjective norms can predict intention by contributing to a moderating effect.Further research is recommended to broaden the scope of variables and discuss matters that have the potential to be predictors of green product purchasing intentions.

Figure 1 .
Figure 1.Structural equation model According toSultan et al. (2020), PBC can be interpreted as consumers' external and internal control factors related to commitment to green products.According to the evaluation's findings, perceived behavioral control (PBC) significantly affects consumers' intentions to buy environmentally friendly goods.The F 2 value of 0.138 indicates that the magnitude of the influence of PBC in predicting R 2 intention is quite small.In their research,Aitken et al. (2020) found that one thing that can be useful in strengthening consumers' positive intentions towards purchasing organic food product consumption is the use of labeling on products.Labeling refers to providing clear information on product packaging, such as health, environmental, and social benefits.This is proven to hinder consumers' sense of control who previously objected to buying organic products due to several barriers such as price, trust, and availability.PBC, together with an attitude based on the results ofCristea & Gheorghiu (2016), are the best predictors of the intention of a behavior.Similar to this research, the results of this investigation further support the idea that attitude plays a part in determining whether or not a person will choose to purchase green goods.The F 2 value of 0.147 indicates a small predicting power of attitude in describing R state that there are three stages

Table 5
define social norms as a mutual agreement regarding what is appropriate and inappropriate to do in support of pro-environmental values.In the previous literature, the first hypothesis testing aims to see the relationship between subjective norms and

Table 5 .
Indirect effect of constructs.