Exploring consumers’ purchase intention towards green products in an emerging market: The role of consumers’ perceived readiness

TLDR

Green product awareness has risen, yet demand remains stagnant. The study investigates how consumers’ perceived readiness to be green influences their purchase intention for green products in Indonesia. The authors surveyed 916 respondents across universities, malls, and housing areas in Yogyakarta, Indonesia. Attitude, subjective norm, perceived behavioral control, pro‑environmental identity, ethical obligation, and readiness to be green drive purchase intention, with readiness mediating the effects of attitude, control, identity, and responsibility, underscoring a gap between positive environmental attitudes and low green purchasing in Indonesia.

Abstract

Abstract Consumers’ awareness of green products has increased in the last few years, but studies show that the demand for green products has been stagnant. The purpose of this study is to explore the roles of consumers’ perceived readiness to be green and subsequently, how readiness to be green affects consumers’ purchase intention towards green products in an emerging market, Indonesia. A total of 916 survey responses were collected in three universities, two major shopping malls and several housing areas in Yogyakarta, Indonesia. The findings reveal that consumers’ attitude (ATT), subjective norm, perceived behavioural control (PBC), pro‐environmental self‐identity (PEI), ethical obligation and consumers’ readiness to be green are the determinants of intention to purchase green products. Consumers’ readiness to be green mediates the effects of ATT, PBC, PEI and perceived sense of responsibility on purchase intention. The study provides further insights into the discrepancy between professed positive attitudes towards the environment and the slow uptake of green behaviour in an emerging market.