Indonesian Consumers’ Purchase Behaviour of Green Innovative Product

  • Authors

    • Arry Widodo
    • Nabsiah Abdul Wahid
    https://doi.org/10.14419/ijet.v7i4.38.27809

    Received date: February 22, 2019

    Accepted date: February 22, 2019

    Published date: December 3, 2018

  • Cognitive, Affective, Conative, Green Innovative Product.

  • Abstract

    This study aims to determine the reasons why Indonesian consumers buy innovative green products (Pertalite RON 90) using CAB attitude theory. This theory assumes that individual behavior (such as the decision to buy) is closely related to how they evaluate decisions of the cognitive, affective and conative aspects. This study was designed to be quantitative. The causal relationship between variables will be examined through questionnaires to be distributed to consumers of Indonesian motor vehicles using gasoline. The findings are expected to provide insight into whether ABC's theory of attitude, popular theory in consumer behavior literature is useful and applicable in explaining why consumers, especially Indonesian petrol consumers buy innovative green products (represented by Pertalite RON 90). From these findings, researchers and practitioners will be able to understand the importance of the cognitive, affective and conative components of the theory of consumer behavior and apply it accordingly. This study is important for the progress of CAB behavior theory through tripartite attitude structure model which consists of attitude stimulus through stimulus used to measure each component of cognitive, affective and conative behavior. The proposed model is intended to identify key concepts that shape attitudes that are useful for predicting outcomes to make accurate predictions using component attitude concepts: Cognitive, Influencing, and Conative (CAB), following tripartite behavioral models (Schiffman and Kanuk, 2004, Solomon, 2002; Breckler, 1984; Rosenberg and Hovland, 1960; Boulding, 1956).

  • References

    1. Wong, S. K., & Wong, S. K. (2014). The influence of green product competitiveness on the success of green product innovation Empirical evidence from the Chinese electrical and electronics industry. http://doi.org/10.1108/14601061211272385.
    2. Kumar, R. R., & Kumar, R. R. (2013). Green Marketing: Reality or Greenwashing. Asian Journal of Multidisciplinary Studies, 1(5), 147–153. Retrieved from http://ajms.co.in/sites/ajms/index.php/ajms/article/view/132.
    3. Weng, H.-H., Chen, J.-S., & Chen, P.-C. (2015). Effects of Green Innovation on Environmental and Corporate Performance: A Stakeholder Perspective. Sustainability, 7(5), 4997–5026. http://doi.org/10.3390/su7054997.
    4. Chen, Y.S., Lai, S.B. and Wen, C.T. (2006), “The influence of green innovation performance on corporate advantage in Taiwan”, Journal of Business Ethics, Vol. 67 No. 4, pp. 331-9.
    5. Kai, H., Yee, R. W. Y., Dai, J., & Lim, M. K. (2015). Int . J . Production Economics The moderating effect of environmental dynamism on green product innovation and performance. Intern. Journal of Production Economics, 1–8. http://doi.org/10.1016/j.ijpe.2015.12.006.
    6. Porter, M. and van der Linde, C. (1995), “Towards a new concep-tion of environment- competitiveness relationship”, Journal of Eco-nomic Perspective, Vol. 9 No. 4, pp. 97-118.
    7. Stanley Kam-Sing Wong, (2012),"The influence of green product competitiveness on the success of green product innovation", European Journal of Innovation Management, Vol. 15 Iss 4 pp. 468 – 490., http://dx.doi.org/10.1108/14601061211272385.
    8. Porter, M.E. (1981), “The contributions of industrial organization to strategic management”, Academy of Management Review, Vol. 6 No. 4, pp. 609-20.
    9. E.J Kleinschmindt and R.G Cooper,(1991).,The impact Of Product Innovativeness On Performance.,Jurnal Of Product Innovation Management.,Vol.8.Issue4.,Pages. 240-251.
    10. Zhao, H., Kim, S., Suh, T., Du, J., 2007. Social institutional explanations of global internet diffusion: a cross-country analysis. J. Glob. Inform. Manag. 15 (2), 28–55.
    11. Chen, Y.S. (2008), “The driver of green innovation and green image – green core competence”, Journal of Business Ethics, Vol. 81 No. 3, pp. 531-43.
    12. Li, Y., & Tellis, G. J. (2015). Is China uniform? Intra-country differences in the takeoff of new products. Technovation, 1–13. http://doi.org/10.1016/j.technovation.2015.08.002.
    13. Mazzola, E., Bruccoleri, M., & Perrone, G. (2015). Supply chain of innovation and new product development. Journal of Purchasing and Supply Management, 21(4), 1–12. http://doi.org/10.1016/j.pursup.2015.04.006.
    14. Alhadid, A. Y., & Abu-Rumman, A. H. (2014). The Impact of Green Innovation on Organizational Performance, Environmental Management Behavior as a Moderate Variable: An Analytical Study on Nuqul Group in Jordan. International Journal of Business and Management, 9(7), 51–58. http://doi.org/10.5539/ijbm.v9n7p51.
    15. Regulation of the Minister of Environment of the Republic of In-donesia Number of 10 Years 2012; http://esdm.go.id/regulasi/pencarianlegislasiaregulasi/cat_view/64-regulasi/70-peraturan-menteri/276-peraturan-menteri-esdm/359-tahun-2012.html.2015, retrieved on 28 October 2015.
    16. Medleson, N. and Polonsky, M.J. (1995), “Using strategic alliances to develop credible green marketing”, Journal of Consumer Market-ing, Vol. 12 No. 2, pp. 4-18.
    17. William Young, Kumju Hwang , Seonaidh McDonald and Caroline J. Oates (2010), “ Sustainable Development Sust. Dev.” Published online 10 March 2009 in Wiley InterScience (www.interscience.wiley.com).
    18. Moisander, J. (2007), “Motivational complexity of green consumer-ism”, International Journal of Consumer Studies, Vol. 31 No. 4, pp. 404-9.
    19. David Gadennen , Bishnu Sharma, Don Kerr, Tim Smith (2011). “The influence of consumers’ environmental beliefs and attitudes on energy saving behaviours”. journal homepage: www.elsevier.com/locate/.
    20. Kama, J., Hansen, E., Juslin, H. and Seppala, J. (2002), “Green marketing of softwood lumber in Western North America and Nordic Europe”, Forest Products Journal, Vol. 52 No. 5, pp. 34-40.
    21. Oyewole, P. (2001), “Social costs of environmental justice associ-ated with the practice of green marketing”, Journal of Business Ethics, Vol. 29 No. 3, pp. 239-251.
    22. Easterling, D., Kenworthy, A. and Nemzoff, R. (1996), “The green-ing of advertising: a twenty-five year look at environmental adver-tising”, Journal of Marketing Theory and Practice, Vol. 4 No. 1, pp. 20-33.
    23. McDaniel, S.W. and Rylander, D.H. (1993), “Strategic green mar-keting”, Journal of Consumer Marketing, Vol. 10 No. 3, pp. 4-10.
    24. Bhat, V.N. (1993), “Green marketing begins with green design”, Journal of Business & Industrial Marketing, Vol. 8 No. 3, pp. 26-31.
    25. Polonsky, M.J., Bailey, J., Baker, H., Basche, C., Jepson, C. and Neath, L. (1997), “Communicating environmental information: are marketing claims on packaging misleading?”, Journal of Business Ethics, Vol. 16.
    26. Kapelianis, D. and Strachan, S. (1996), “The price premium of an environmentally friendly product”, South African Journal of Busi-ness Management, Vol. 27 No. 4, pp. 89-95.
    27. Schlegelmilch, B., Bohlen, G. and Diamantopoulos, A. (1996), “The link between green purchasing decisions and measures of environ-mental consciousness”, European Journal of Marketing, Vol. 30 No. 5, pp. 35-55.
    28. Duff, M. (1990), “Springtime in marketing: will supermarkets find gold in the “green” issue? Loblaw’s, Wal-Mart, and others are bet-ting they can”, Supermarket Business, Vol. 45 No. 4, pp. 15-24,45.
    29. Davis, J.J. (1993), “Strategies for environmental advertising”, Jour-nal of Consumer Marketing, Vol. 10 No. 2, pp. 19-38.
    30. Drumwright, M.E. (1994), “Socially responsible organizational buy-ing: environmental concern as a noneconomic buying criterion”, Journal of Marketing, Vol. 58 No. 3, pp. 1-19.
    31. Rahbar, E. and Wahid, N.A. (2011), “Investigation of green mar-keting tools’ effect on consumers’ purchase behavior”, Business Strategy Series, Vol. 12 No. 2, pp. 73-83.
    32. Lee, K. (2011). The Green Purchase Behavior of Hong Kong Young Consumers: The Role of Peer Influence, Local Environmen-tal Involvement, and Concrete Environmental Knowledge. Journal of International Consumer Marketing, 23(1), 21-44.
    33. Todd, A.M. (2004), “The aesthetic turn in green marketing”, Ethics & the Environment, Vol. 9 No. 2, pp. 86-102.
    34. McIntosh, A. (1991), “The impact of environmental issues on mar-keting and politics in the 1990s”, Journal of the Market Research Society, Vol. 33 No. 3, pp. 205-17.
    35. Chen, Y.-S. (2010), “The drivers of green brand equity: green brand image, green satisfaction, and green trust”, Journal of Business Eth-ics, Vol. 93 No. 2, pp. 307-19.
    36. Peattie, K. (1992), Green Marketing, Pitman Publishing, London
    37. Jain, S.K. and Kaur, G. (2004), “Green marketing: an Indian per-spective”, Decision, Vol. 31 No. 2, pp. 168-209.
    38. Comparison on Worst Countries for Air – Pollution Deaths for 2015; http://www.bloomberg.com/news/articles/2015-10-28/how-indonesia-s-fires-made-it-the-biggest-climate-polluter, retrieved on 28 may 2016.
    39. Laroche, M., Bergeron, J., & Barbaro-Forle, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503–520.
    40. Marques, C. P., & Almeida, D. (2013). A path model of attitudinal antecedents of green purchase behaviour. Economics and Sociology, 6(2), 135–144. http://doi.org/10.14254/2071-789X.2013/6-2/12.
    41. Yan, R.-N., & Xu, H. (2010). Understanding Green Purchase Behavior : College Students and Socialization. Journal of Family and Consumer Sciences, 102(2), 27–33.
    42. Barbarossa, C., & Pastore, A. (2015). Why environmentally conscious consumers do not purchase green products A cognitive mapping approach. Qualitative Market Research: An International Journal, 18(2), 188–209. http://doi.org/http://dx.doi.org/10.1108/QMR-06-2012-0030.
    43. Zaltman, G. (2003). The Subconscious Mind of the Consumer (And How To Reach It ).
    44. Khare, A., Mukerjee, S., & Goyal, T. (2013). Social influence and green marketing: An exploratory study on Indian consumers. Journal of Customer Behaviour, 12 (4) , 361–381. Retrieved from 10.1362/147539213X13875568505903n http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=95901694 & site=ehost-live.
    45. Morin, C. (2011). Neuromarketing: The New Science of Consumer Behavior. Society, 48, 131–135. http://doi.org/10.1007/s12115-010-9408-1.
    46. Abbas, A., & Bashir, B. (2015). Impact of Cognitive and Affective Process of Decision Making on Impulse Purchase, 27(1), 467–473
    47. Seyed Shahin Sharifi , (2014),"Impacts of the trilogy of emotion on future purchase intentions in products of high involvement under the mediating role of brand awareness", European Business Review, Vol. 26 Iss 1 pp. 43 - 63 Permanent link to this docu-ment: http://dx.doi.org/10.1108/EBR-12-2012-0072.
    48. Schultz, P., Shriver, C., Tabanico, J. J., & Khazian, A. M. (2004). Implicit connections with nature. Journal of Environmental Psy-chology, 24(1), 31-42.
    49. Roberts, J. A. (1996). Green consumers in the 1990s: profile and implications for advertising. Journal of Business Research, 36(3), 217-231.
    50. Solomon, M. R. (2010). Consumer behaviour : a European perspec-tive. 4 th edition Harlow: Financial Times Prentice Hall.
    51. Asiegbu, I. F., Powei Daubry M, & Iruka, C. (2012). Consumer Attitude: Some Reflections on Its Concept, Trilogy, Relationship with Consumer Behavior, and Marketing Implications. European Journal of Business and Management, 4(13), 38–50. Retrieved from http : //www.iiste.org/Journals/index.php/EJBM/article/viewFile/2702/2726.
    52. Schiffman, L. G., & Kanuk, L. L. (2004). Consumer behaviour, 8th ed. Upper Saddle River, New Jersey: Pearson Prentice Hall.
    53. Boulding, K. (1956). The image-knowledge in life and society. Ann Arbor, MI: University of Michigan Press.

  • Downloads

  • How to Cite

    Widodo, A., & Abdul Wahid, N. (2018). Indonesian Consumers’ Purchase Behaviour of Green Innovative Product. International Journal of Engineering and Technology, 7(4.38), 1296-1300. https://doi.org/10.14419/ijet.v7i4.38.27809