Antecedents of Green Purchasing Behavior in Indonesia. Donald Picauly Universitas 17 Agustus 1945 Jakarta

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1 Antecedents of Green Purchasing Behavior in Indonesia Donald Picauly Universitas 17 Agustus 1945 Jakarta Asep Hermawan Universitas Trisakti Jakarta ABSTRACT The background of this research was the increasing potential market of green product in Indonesia but little is known about green purchasing behavior in Indonesia. Very few studies had been conducted in Indonesia about green purchasing behavior. This research try to fill the gap and give useful information for green marketers.the objective of this research was to examine the antecedents of green purchasing behavior in Indonesia and observes if the antecedents of green purchasing behavior differ by demographic characteristics.the design of this research applies a descriptive research design. Survey research through online survey method was used to collect the data. Samples was chosen through purposive sampling recruiting a total of 186 samples. Data analysis used in this research was multiple regression analysis, t-test and one way ANOVA.The result of this research conclude that the best predictor for green purchasing behavior is perceived environmental responsibility followed by perceived quality of green product, perceived effectiveness of environmental behavior and environmental knowledge. While for demographic variables, age and education is significant in explaining perceived effectiveness of environmental behavior. This result can serve as a guideline for firms to strategize their marketing approaches that cause buying behavior while analyzing the demographic characteristics would give firms better knowledge toward targeting these group of people. Keywords: Green purchasing behavior, green product, green marketer, green marketing 1. INTRODUCTION Environmental degradation is one of the top ten threats to humans and it was officially warned by the High Level Threat Panel of the United Nations (United Nations, 2004). The environmental damage itself was caused by consumption activities and excessive exploitation to meet the human needs (Sinnapan and Rahman, 2011). Human needs never runs out and continue to increase along with the growth in population, economic development and progress of science and technology. If there is no remedial and prevention of environmental damage, it will threaten the survival of man on Earth. Aware of this threat United Nations on the millennium summit in 2000, include environmental sustainability on one of the points of the Millennium Development Goals (MDGs) agreed by all members of the United Nations. Awareness of environmental issues began to grow in Indonesia. This is demonstrated by the large number of movements for the environment e.g. Earth Day, World Earth Hour, Bike to Work, Car Free Day that is increasingly prevalent in various cities in Indonesia. In addition the

2 level of Indonesia's economic growth is quite stable and high in the region, improving the indonesian consumers purchasing power. Awareness of the environmental issues supported by the improvement of consumers purchasing power, made Indonesia as a potential market for green products. Though Indonesia and other Asian countries are potential markets for green products, but very little is known about green purchasing behavior in the region (Lee, 2009). International green marketers declare that the outage of market information in destination country is often an obstacle for the success of international expansion of its green products (Gurau and Ranchhod, 2005). Without sufficient market information in Asian countries, the international green marketers would have difficulty conducting effective market segmentation in its marketing strategy. This research was conducted to reduce the information gap by examining the antecedents of the green purchasing behavior on consumers in Indonesia. From previous research, there are several antecedents of the green purchasing behavior could be identified. They are environmental attitude (Lee, 2008; Sinnappan and Rahman, 2011), environmental concern (Lee, 2008; Sinnappan and Rahman, 2011), perceived seriousness of environmental problems (Lee, 2008; Sinnappan and Rahman, 2011), perceived environmental responsibility (Lee, 2008; Sinnappan and Rahman, 2011), perceived effectiveness of environmental behavior (Lee, 2008; Sinnappan and Rahman, 2011), concern for self image in environmental protection (Lee, 2008), social influence (Lee, 2008), environmental knowledge (Noor et. al., 2012), and perceived quality of green products (Iravani et. al., 2012). This study also examined whether the attitude on antecedents of green purchasing behavior differs based on the demographic character. Previous studies such as Lee (2009) concluded that women have a more positive attitude on the antecedents than men. Sinnapan and Rahman (2011) find the young age groups have a more positive attitude on the antecedents, compared to older age. By knowing whether the attitude on the antecedents of the green purchasing behavior differs based on the demographic character, it would be useful for green marketers to do proper segmentation and targeting in its marketing strategy. 2. REVIEW LITERATURE & HIPOTHESES 2.1. Green Marketing Soonthonsmai (2007) defines green marketing as an activity undertaken by a company who cares about environmental issues by providing eco-friendly goods or services to create consumer and community satisfaction. While American Marketing Association (2013) defines green marketing as marketing of a product that is assumed as an environmentally friendly product. Hawkins and Mothersbaugh (2010)

3 states that green marketing is generally instrumental in: (1) develop products that less harmful to the environment than traditional versions of such products; (2) develop products which have a positive impact on the environment; (3) relate purchase of an item to the event or organization with environment insight. Green marketing is also known as social marketing, environmental marketing, and ecological marketing. Green marketing will become a mainstream marketing mode in the 21st century (Juan, 2012) Green Consumerism Green consumerism movement was started from the consumers consciousness about their rights to get a decent and safe product so that the demands of eco-friendly products are increasingly more powerful. Green consumers is consumers who are aware of and interested in environmental issues (Soonthonsmai, 2007). They are aware that all products and services have an impact on the environment and they take initiative to relieve this intensity as minimum as possible (Sinnappan and Rahman, 2011). Consumers buying a green product if the main needs of performance, quality, comfort and convenience is achieved and they understand how green product can help to solve environmental problems (Sinnappan and Rahman, 2011). Lack of knowledge about the use and benefit of a green product will prevent consumers doing green product purchasing decisions. Green products are products that protect and improve the natural environment and conserve energy and natural resources by reducing or eliminate pollution, waste and toxins (Pavan, 2010). In short sentence, green product refers to a product that is environmentally friendly. Green consumer with preferences about products that he would like to consume, then would make the purchase of green product or also known as green purchasing Green Purchasing Behavior Green purchasing behavior is the act of consuming products that are beneficial to the environment, recyclable and responsive to the ecological concern (Mostafa, 2007). There are many factors that influence green purchasing behavior. Antecedents of green purchasing behavior are known through researches that has been done, especially in developed countries. Antecedents of green purchasing behavior which are dominant in one country may be different from other countries because of differences in cultural and socio-economic conditions in each country (Sinnappan and Rahman, 2011). Variables used as antecedents of green purchasing behavior also differ from one research to another. According to Lee (2009) very little is known about green purchasing behavior in the Asian region. Based on literature review, this research identifies nine antecedents of green purchasing behavior to be tested in the context of Indonesia, namely environmental attitude, environmental concern, perceived seriousness of environmental problems, perceived environmental responsibility, perceived effectiveness of environmental behavior, concern for self image in environmental protection, social influence, environmental knowledge, perceived quality of green product.

4 2.4. Environmental Attitude Lee (2008) states that "Environmental attitude refers to the individuals value judgment of environmental protection, and it taps the individuals cognitive assessment of the value of enviromental protection". Rashid (2009) defines environmental attitude as "A learned predisposition to respond consistently favourable or unfavourable manner with respect to the environment". Lee (2009) states that environmental attitude is "A cognitive judgment toward the value of environmental protection". Previous research identified the existence of a strong link between environmental attitude and environmental behavior, and some concluded that the link is weak. Studies conducted by Mostafa (2007) on consumers in Egypt shows environmental attitude affect green purchase intention and further influence directly on green purchase behavior. Sinnappan and Rahman (2011) on his research in Malaysia found that environmental attitude as the strongest predictor of green purchasing behavior. Lee (2008) on his research on young consumer in Hong Kong shows environmental attitude is not the dominant predictor of green purchasing behavior, and positioned at the second lowest. With reference to previous research, the hypothesis can be made as follows: H 1 : There is influence of environmental attitude towards green purchasing behavior Environmental Concern Lee (2008) states that "Environmental concern refers to the degree of emotional involvement in environmental issues, and it taps the individuals' affective response towards environmental protection". While Yeung (2005) defines environmental concern as "An affective attribute that can represent a person's worries, compassion, likes and dislikes about the environment". Aman et. al. (2012) defines environmental concern in his research as "The level of emotional and commitment towards the environmental issues". Mostafa (2007) said that environmental concern is becoming a very important factor for marketers because it eases in targeting the environmentally conscious consumer. Consumers who have high environmental concern will figure out how environmental quality can be improved and they will involve themselves with buying environmentally friendly products (Sinnappan and Rahman, 2011). Kim and Choi (2005) found that environmental concern is directly influential on green purchase behavior. Lee (2008) founds that environmental concern as the second strongest predictor of green purchasing behavior of consumers in Hong Kong. Whereas Sinnappan and Rahman (2011) found that environmental concern is the third strongest predictor of green purchasing behavior on consumers in Malaysia. With reference to the literature about environmental concern then the hypothesis can be made: H 2 : There is influence of environmental concern towards green purchasing behavior.

5 2.6. Perceived Seriousness of Environmental Problems Perceived seriousness of environmental problems is the perception of a person towards how the seriousness of environmental problems. From a person's perception of the seriousness of environmental problems, then it is expected to cause actions to build an environmentally friendly life pattern (Garcia-Mira et. al., 2005). People living in Asian countries assess their problems more serious than the people in Western countries (Lee, 2009). The media is believed to play an important role in educating the seriousness of environmental problems. Lee (2008) founds perceived seriousness of environmental problems as the last factor affecting green purchasing behavior of consumers in Hong Kong. A similar study conducted by Sinnappan and Rahman (2011) in Malaysia found perceived seriousness of environmental problems as the fourth strongest predictor for green purchasing behavior. The relation is positive and this implies if the consumer perceives its environmental problems become very serious then they will be heavily involved in the purchase of green products. Based on the literature concerning these variables then the hypothesis can be made: H 3 : There is influence of perceived seriousness of environmental problems towards green purchasing behavior Perceived Environmental Responsibility Perceived environmental responsibility is an awareness of one's responsibility in conducting environmental protection (Lee, 2008). Lee (2008) founds that perceived environmental responsibility as the fourth strongest predictor for green purchasing behavior of consumers in Hong Kong. Whereas Sinnappan and Rahman (2011) in his research found that perceived environmental responsibility as the second strongest predictor of green purchasing behavior of consumers in Malaysia. The growing environmental damage due to consumption patterns create a sense of responsibility on the consumer. Without the perceived environmental responsibility, it would be very difficult to create green purchasing behavior (Sinnappan and Rahman, 2011). Consumers believe the environment is everyone's responsibility including the manufacturer, and this creates a demand for environmentally friendly products (Sinnappan and Rahman, 2011). Based on the literature concerning these variables then the hypothesis can be made: H 4 : There is influence of perceived environmental responsibility towards green purchasing behavior.

6 2.8. Perceived Effectiveness of Environmental Behavior Sinnappan and Rahman (2011) define perceived effectiveness of environmental behavior as "A person's perception that if each individual involves himself in proenvironmental behaviors he would contribute a lot to the environment". Perceived effectiveness of environmental behavior is also known as perceived consumer effectiveness (PCE). According to Kim and Choi (2005), individual with a strong belief that environmental behavior will generate a positive outcomes, will be more interested in doing the behavior to support its care for the environment. Moisander (2007) says that the consumer will act pro-actively if felt his actions were effective for protecting the environment. Consumers who believe that they can make a difference by engaging in environmental protection, will buy green products to reduce the harm to the environment (Sinnappan and Rahman, 2011). In his research, Sinnappan and Rahman (2011) found that perceived effectiveness of environmental behavior as fifth strongest predictor of green purchasing behavior in Malaysia. This is similar to Lee (2008) which founds perceived effectiveness of environmental behavior as fifth strongest predictor of green purchasing behavior in Hong Kong. Based on the literature concerning these variables then the hypothesis can be made: H 5 : There is influence of perceived effectiveness of environmental behavior towards green purchasing behavior. 2.9 Concern for Self Image in Environmental Protection Concern for self image in environmental protection is the attitude of someone who pays attention to his personal image and the assessment of a person against his concern for the environment. Some researchers had previously found that individual likes to engage in activities that reflect his actual identity. Lee (2008) in his research found that concern for self image in environmental protection is the third strongest predictor of green purchasing behavior in Hong Kong. According to Lee (2008) image as a person who cares about the environment can give a good image impression to others and it motivates young consumers in Hongkong to engage in green purchasing behavior. Cheah (2009) in his research found that factor of self-image in the protection of environment affect green purchasing intention on young consumers. Different results from Sinnappan and Rahman (2011) who didn t find this factor influences green purchasing behavior. According to Sinnapan and Rahman (2011) this is due to the samples used in research which is not limited to young consumers; a more mature consumers aren't too affected by concern for self image than young consumers in green purchasing behavior. Based on the literature concerning these variables then the hypothesis can be made:

7 H 6 : There is influence of concern for self image in the environmental protection towards green purchasing behavior Social Influence Social influence refers to the pressure experienced by the person psychologically when comparing its actions with other people (Cohan, 2009). A situation where someone share values, thoughts and beliefs that are the same with those who influence them (Sinnappan and Rahman, 2011). Lee (2008) in his research found that social influence or also known as peer infuence as the strongest predictor for green purchasing behavior of consumers in Hong Kong. Different results from Sinnappan and Rahman (2011) where social influence did not significantly affect consumer purchasing behavior in Malaysia. Sinnappan and Rahman (2011) concluded this is due to social influence even more influential for the young age compared to the more mature age consumers that emphasized rationality and cognition. Sinnappan and Rahman (2011) using sample both from young age and mature age. Based on the literature concerning these variables then the hypothesis can be made: H 7 : There is influence of social influence towards green purchasing behavior Environmental Knowledge Mostafa (2007) define environmental knowledge as "The knowledge on what people know about the environment, key relationships leading to environmental impacts, an appreciation of the whole system, and collective responsibilities necessary for sustainable development". While Rashid (2009) define environmental knowledge as "The state of an individual's knowledge about an environmental issue impact significantly upon a person decision making process". When consumers have the knowledge of environmental issues, so his level of awareness will increase and will potentially have a positive attitude towards the green product (Aman et. al., 2012). Some previous studies found a link between environmental knowledge and environmental behavior. Mostafa (2009), Aman et. al. (2012) and Mei et. al. (2012) found that environmental knowledge has a significant influence towards intention to purchase green products. Wahid et. al. (2011) and Noor et. al. (2012) on their research in Malaysia found that environmental knowledge influence positively and significantly toward green purchase behavior. Based on the literature concerning these variables then the hypothesis can be made: H 8 : there is influence of environmental knowledge towards green purchasing behavior.

8 2.12. Perceived Quality of Green Products Perceived quality of green products is perception of the quality of a green product. Consumers buying an eco-friendly product when the criteria about quality, performance and convenience is achieved (Sinappan and Rahman, 2011). Iravani et. al. (2012) in his research found that the perceived quality of green products has a positive and significant effect on green purchase behavior. While research done by Ali and Ahmad (2012) found that perceived quality of green products affecting green purchase intention. Perceived quality must always be enhanced so that consumers are more motivated and more interested in making a purchase of green products even though there is an alternative to other products (Iravani et. al., 2012). Based on the literature concerning these variables then the hypothesis can be made: H 9 : there is influence of perceived quality of green products towards green purchasing behavior Demographic Profile Identification of demographic profile on green purchase behavior will assist green marketers in doing segmentation and targeting of consumers. Some earlier research concluded that the demographic variables have a significant influence on the attitude and behavior towards the environment. 1. Gender The results of some studies have revealed that there is a significant attitude differences between men and women, where women showed a more positive attitude to the environment than men (Stern et. al., 2005; Lee, 2009). Lee (2009) found that women have a more positive attitude on the antecedents of the green purchasing behavior in Hong Kong. A more positive attitude will be more supportive to do green purchase behavior. 2. Age Some previous studies concluded that younger people have the better attitude towards environment and green purchasing behavior. Sinnapan and Rahman (2011) found that consumers of a young age have a more positive attitude than the older age consumers on the antecedents of the green purchasing behavior. Soonthonsmai (2007) in his research found that age affects green purchase intention. 3. Education level Some previous studies found a positive relationship between education level with green consumer behavior. Consumers with higher education have a more positive attitude to make green purchasing behavior.

9 4. Job Previous research also concluded that consumers who is aware of the environment typically worked as a professional. This shows there is influence of the type of work toward environmental attitude. With better attitude on environment it will be more supportive to make green purchasing behavior. 5. Income level According to Awad (2011), income level always perceived to have a positive relationship with the green consumer behavior due to the common assumption that green products have higher prices than conventional products. With better earnings then it will be more supportive to make green purchasing behavior. Soonthonsmai (2007) found that income level affect green purchase intention. Based on a review of the literature regarding demographic variables then the hypothesis can be made as follows: H 10 : There is a difference in attitude on the antecedents of the green purchasing behavior based on gender. H 11 : There is a difference in attitude on the antecedents of the green purchasing behavior based on age. H 12 : there is a difference in attitude on the antecedents of the green purchasing behavior based on education level. H 13 : there is a difference in attitude on the antecedents of the green purchasing behavior based on the job. H 14 : there is a difference in attitude on the antecedents of the green purchasing behavior based on income level. 3. RESEARCH METHOD Sample selection in this study using one of the methods of non-probability sampling, which is purposive sampling. Purposive sampling is a sampling technique in which the sample of respondents is selected because researchers believe the respondent sample meets the criteria of research (Hair et. al., 2009). Purposive sampling was used because this research requires sample with specific demographic criteria and also speed and efficiency considerations. The amount of the final sample was 186 people. Primary data collection was conducted with self-administered survey using a questionnaire. The questionnaire was distributed online through and social media. The data collected will then be analyzed using: 1. Multiple regression analysis. This analysis is used to test hypotheses T-test and one-way ANOVA. This analysis is used to test hypotheses Validity and reliability test. This test to make sure each item in questionnaire are valid and reliable.

10 4. RESULT 1. Validity test. In this study, the validity tests carried out using Pearson s Correlation Product Moment, by correlating between score of each statement with a score of total item of the variable. The instrument is declared valid if the correlation value is greater than or equal to 0.3 and significant at α = From results of calculations, the value of the pearson s correlation all the items above 0,3 and significant at α=0,05. Thus it can be concluded that the items in the questionnaire are all valid. 2. Reliability test. From the calculation can be seen that all cronbach s alpha value above 0,6. It is acceptable based on the critical limit of 0.6. Overall it can be concluded that the items in the research instrument is reliable. 3. Multiple regression analysis. Table 1. Multiple Regression Analysis Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate a a. Predictors: (Constant), Perceived Quality of Green Product, Concern For Self Image, Social Influence, Perceived Effectiveness of Environmental Behavior, Environmental Knowledge, Environmental Attitude, Perceived Seriousness of Environmental Problems, Environmental Concern, Perceived Environmental Responsibility Based on table 1 the value of R 2 is 0,553. This means predictors variable effected the criterion variable by 55.3% Table 2. Multiple Regression Analysis ANOVA b Model Sum of Squares df Mean Square F Sig. 1 Regression a Residual Total a. Predictors: (Constant), Perceived Quality of Green Product, Concern For Self Image, Social Influence, Perceived Effectiveness of Environmental Behavior, Environmental Knowledge, Environmental Attitude, Perceived Seriousness of Environmental Problems, Environmental Concern, Perceived Environmental Responsibility b. Dependent Variable: Green Purchasing Behavior

11 Based on table 2, could be seen that the F test resulted p < 0.05 so could be concluded that all the predictors variables are jointly has significant influence towards green purchasing behavior. Table 3. Multiple Regression Analysis Coefficients a Unstandardized Coefficients Standardized Coefficients t Sig. Model B Std. Error Beta 1 (Constant) Environmental Attitude Environmental Concern Perceived Seriousness of Environmental Problems Perceived Environmental Responsibility Perceived Effectiveness of Environmental Behavior Concern For Self Image Social Influence Environmental Knowledge Perceived Quality of Green Product a. Dependent Variable: Green Purchasing Behavior Testing the hypothesis 1 From table 3, could be seen from variable of environmental attitude where the value of β = 0,119 and p value (0,258) above So it can be concluded that value of β is not significant and thus reject the H 1. This means there is no influence of environmental attitude towards green purchasing behavior. Testing the hypothesis 2 From table 3, could be seen from variable of environmental concern where the value of β = 0,090 and p value (0,239) above So it can be concluded that value of β is

12 not significant and thus reject the H 2. This means there is no influence of environmental concern towards green purchasing behavior. Testing the Hypothesis 3 From table 3, could be seen from variable of perceived seriousness of environmental problems where the value of β = and p value (0,562) above So it can be concluded that value of β is not significant and thus reject the H 3. This means there is no influence of perceived seriousness of environmental problems towards green purchasing behavior Testing the Hypothesis 4 From table 3, could be seen from variable of perceived environmental responsibility where the value of β = 0,311 and p value (0.003) under So it can be concluded that value of β is significant and thus received the H 4. This means there is influence of perceived environmental responsibility towards green purchasing behavior. Testing the Hypothesis 5 From table 3, could be seen from variable of perceived effectiveness of environmental behavior where the value of β = 0,156 and p value (0,021) below So it can be concluded that value of β is significant and thus receive H 5. This means there is influence of perceived effectiveness of environmental behavior towards green purchasing behavior. Testing the Hypothesis 6 From table 3, could be seen from variable of concern for self image where the value of β = 0,015 and p value (0,710) above So it can be concluded that value of β is not significant and thus reject the H 6. This means there is no influence of concern for self image in environmental protection towards green purchasing behavior. Testing the Hypothesis 7 From table 3 could be seen from variable of social influence where the value of β = 0,051 and p value (0,299) above So it can be concluded that value of β is not significant and thus reject the H 7. This means there is no influence of social influence towards green purchasing behavior. Testing the Hypothesis 8 From table 3 could be seen from variable of environmental knowledge where the value of β = 0,140 and p value (0.007) below So it can be concluded that value of β is significant and thus receive the H 8. This means there is influence of environmental knowledge towards green purchasing behavior.

13 Testing the Hypothesis 9 From table 3 could be seen from variable of perceived quality where the value of β = 0,186 and p value (0.003) under So it can be concluded that value of β is significant and thus receive H 9. This means there is influence of perceived quality of green products towards green purchasing behavior. Table 4. T-Test Based on Gender Independent Sample Test Levene's Test for Equality of Variances t-test for Equality of Means 95% Confidence Interval of the Difference F Sig. t Df Sig. (2- tailed) Mean Differen ce Std. Error Difference Lower Upper PER Equal variances assumed Equal variances not assumed PEO EB Equal variances assumed Equal variances not assumed EK Equal variances assumed Equal variances not assumed PQ Equal variances assumed Equal variances not assumed

14 Testing the Hypothesis 10 From table 4, could be seen that p value of all the variables above It can be concluded that there is no difference in average significantly and thus reject H 10. This means there is no difference in attitude on the antecedents of the green purchasing behavior based on gender. Table 5. One-Way ANOVA Based on Age ANOVA Sum of Squares df Mean Square F Sig. PER Between Groups Within Groups Total PEOEB Between Groups Within Groups Total EK Between Groups Within Groups Total PQ Between Groups Within Groups Total Testing the Hypothesis 11 From table 5, could be seen that one variable; perceived effectiveness of environmental behavior had the p value under This means there is an average difference that was significant on the perceived effectiveness of environmental behavior based on age groups tested. Whereas on other variable there is no significance difference. Based on this fact then the H 11 is received. So can be concluded that there is a difference in attitude on the antecedents of the green purchasing behavior based on age.

15 Table 6. One-Way ANOVA Based on Education Level ANOVA Sum of Squares df Mean Square F Sig. PER Between Groups Within Groups Total PEOEB Between Groups Within Groups Total EK Between Groups Within Groups Total PQ Between Groups Within Groups Total Testing hypothesis 12 From table 6 could be seen where one variable; perceived effectiveness of environmental behavior had the p values under This means there is an average difference that was significant on the perceived effectiveness of environmental behavior based on education level group tested. Based on this fact H 12 is received. So can be concluded that there is a difference in attitude on the antecedents of the green purchasing behavior based on education level.

16 Table 7. One-Way ANOVA Based on Job ANOVA Sum of Squares df Mean Square F Sig. PER Between Groups Within Groups Total PEOEB Between Groups Within Groups Total EK Between Groups Within Groups Total PQ Between Groups Within Groups Total Testing Hypothesis 13 From table 7 could be seen where the p value of all antecedents variables above It can be concluded that there is no difference in average significantly and thus reject H 13. This means there is no difference in attitude on the antecedents of the green purchasing behavior based on the job.

17 Table 8. One-Way ANOVA Based on Income Level ANOVA Sum of Squares df Mean Square F Sig. PER Between Groups Within Groups Total PEOEB Between Groups Within Groups Total EK Between Groups Within Groups Total PQ Between Groups Within Groups Total Testing Hypothesis 14 From table 8 could be seen where the p value of all antecedents variable above So it can be concluded that there is no difference in average significantly and thus reject H14. This means there is no difference in attitude on the antecedents of the green purchasing behavior based on income level. 5. CONCLUSION & SUGGESTION This research was conducted to find out the antecedents of the green purchasing behavior on consumers in Indonesia. Also to find out if there is a difference in attitude on the antecedents of the green purchasing behavior based on the demographic characteristics. Based on hypothesis testing then it can be concluded that the predictor of green purchasing behavior in Indonesia, in a row according to the greater influences;

18 perceived environmental responsibility, perceived quality of green product, perceived effectiveness of environmental behavior, and environmental knowledge. These results show consumers in Indonesia who engaged in green purchasing behavior is driven by a sense of responsibility towards the environment, consider about the quality of the product, thinking that his actions will contribute to the environment, and have the knowledge and understanding of environmental issues and problems. This research also found the difference of attitude on the antecedents of the green purchasing behavior based on the age, which the older age consumers have a more positive attitude on the perceived effectiveness of environmental behavior. This result contrast to previous discoveries by Sinnappan and Rahman (2011) which found that younger age consumers have a more positive attitude. This is partly due to the influence of education and knowledge. At the older age, the education is usually higher or more knowledgeable. This is proven from the existence of differences in attitude on the perceived effectiveness of environmental behavior based on education level. Further research is recommended to increase the number of samples that is mainly concentrated in a few major cities in Indonesia. Multiply the sample for each group in the demographic characteristics if want to test the difference of attitude based on demographic characteristic. Develop research on the antecedents of the green purchasing behavior with objects of research on more specific products such as food, electronics and others. REFERENCES Ali, A. and Ahmad, I. (2012), Environment friendly products: factor that influence the green purchase intentions of Pakistani consumers, PJETS, Vol. 2 No. 1, pp Aman, A.H.L., Harun, A. and Hussein, Z. (2012), The influence of environmental knowledge and concern on green purchase intention the role of attitude as a mediating variable, British Journal of Arts and Social Sciences, Vol. 7 No. 11, pp American Marketing Association. (2013), American Marketing Association Dictionary, Awad, T.A. (2011), Environmental segmentation alternatives: buyers profiles and implications, Journal of Islamic Marketing, Vol. 2 No.1, pp Cheah, C.M. (2009), A Study on Consumers Green Purchasing Intention, Masters Thesis, College of Business, University Utara Malaysia, Malaysia. Cohan, P.S. (2009). Use Peer Pressure to Sell Your Product, Garcia-Mira, R., Real, J.E. and Jose, R. (2005), Temporal and spatial dimensions in the perception of environmental problems: an investigation of the concept of environmental hyperopia, International Journal of Psychology, Vol. 40 No. 1, pp

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