4th International Conference on Business, Marketing, Management and Economic (ICBMME'15) June 18-19, 2015 Pattaya (Thailand)
Influence of Green Marketing toward Purchase Intention of Green Products through Attitude: Survey on Indonesian and Taiwanese Students
Sentot Suciarto A., Wen-Shai Hung, Shu-Hsun Ho, and Posmaria S.Sitohang
Abstract—The purpose of this study was to know the responses of the youths on green marketing towards purchase intention on green products. Sample of 240 students were selected by purposive sampling. Analysis used was path analysis. The result was green marketing positively and significantly influence attitude toward green products. The consumer attitude positively and significantly influence the purchase intention toward green products. The green marketing significantly influence purchase intention through attitude toward green products. The attitude toward green product was actually the choice of the respondents. Promotional tools should not only advertise the existence of green product, but give positive affirmation to the consumer attitude toward green product.
Keywords— attitude, green marketing, green product, purchase intention
- INTRODUCTION
THE green business becomes trending topics nowadays and green marketing is one of green business efforts in line with sustainable business paradigm. According to Ottman et al (2006) [1], green marketing has transformed from emphasis on environmental stressing to the added values offered by green products. Green consumer is not only a lifestyle statement, but is becoming mainstream decision based on selecting qualified products. Environmental friendly products offer the benefits sought after by the mass market consumer. Avoiding green marketing myopia is to improve
environmental quality and customer satisfaction.
The green business is trending topic for advanced or developed countries, but for emerging or developing countries should be researched. Youth segments of green products researched in Semarang Indonesia had concerned on this (Suciarto and Retnowati, 2011). [2]
Sentot Suciarto Athanasius, Management Department, Faculty of Economics and Business, Soegijapranata Catholic University, Semarang, Indonesia (mobile phone: 62 81 829 1204; e-mail: sentot.sa@unika.ac.id ).
Wen Shai Hung. Department of Business Administration, Providence University, Taichung, Taiwan. (Mobile: 886 919 094720, e-mail: wshung@pu.edu.tw).
Shu-Hsun Ho. Department of Business Administration, Providence University, Taichung Taiwan. (Phone: 886-4-2632-8001 x. 13030, 13319 Fax: 886-4-2631-1187. e-mail: ho.shuhsun@gmail.com).
Posmaria Setiasiwi Sitohang, Management Department, Faculty of Economics and Business, Soegijapranata Catholic University, Semarang, Indonesia (phone: 62 24 8441555; e-mail: posmariasetiasiwisitohang@gmail.com
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Youth segments still not prefer green products because of the higher price and not efficient for them. So their attitude is good but their behavior is not good to green products. This research wants to know if youth segments in Asia also like this. If the youths reject to buy and use green products, it will troubled the environmental trend for the next decade. Then the green business trend will diminish and vanish. But if the youth segment received the ideas of green product, they will be hope for the future of businesses that green product can be the good future businesses.
Strategically there is marketing strategy to appeal and promote green products. Is the youth segment aware of and receive to green promotion? If the youths‟ attitudes and behavior are good enough to receive green products, then green marketing effort can be developed for this segment. In terms of marketing mix, what are the green product, green pricing, green distribution and green promotion should be developed by green business.
The research problems to be tested in this research are: the influence of green marketing toward consumer attitude; influence of consumer attitude toward purchase intention; and the green marketing influence purchase intention through attitude toward green products.
- REVIEW LITERATURE
- Green Marketing
Green marketing in 1990s becomes the subject observed and researched (Polonsky,1994). [3] The term green marketing can be used in consumer goods, industrial goods and even services. According to Polonsky (1994), green or environmental marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs with minimal detrimental impact on the natural environment. Green marketing comprise of green products, green packaging, green prices; green communication and green distribution called as green marketing mix (Khan and Khan, 2012: 5-6). [4]
The green product claims that is „less harmful to the environment‟, or „environmentally friendly‟. While Ottman
(1997) [5] noted that green product in business means product that protect or enhance the natural environment by conserving energy and/or resources and reducing or eliminating use of toxic agents, polution, and waste. Polonsky (1994) also mentioned some businesses which concern on the green product. There were McDonald packaging which replaced polystyrene packaging with waxed paper; and Xerox copy
4th International Conference on Business, Marketing, Management and Economic (ICBMME'15) June 18-19, 2015 Pattaya (Thailand)
used paper of „high quality” recycled paper. Other factors influencing the green businesses are social responsibility, government
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