The Influence Factors of Green Purchasing Behavior: A Study of University Students in Jakarta

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The Influence Factors of Green Purchasing Behavior:
A Study of University Students in Jakarta
Ronnie Irawan and Dahlia Darmayanti,MIM
Abstract
Period of study – the study was conducted from September 2011 to January 2012
Purpose – the purpose of this paper are to identify the influence factors of green purchasing behavior of university students in Jakarta and to find out whether there is any gender differences
Methodology – using convenience sampling, there was 200 university students in Jakarta participated on the survey. Questionnaires using 6 point likert scale were developed. The data were analyzed using test of reliability, validity, multiple regression, and independent sample T-Test
Findings - Environmental Concern, Perceived Seriousness of Environmental Problems, and Perceived Environmental Responsibility-were significantly affecting green purchasing behavior. There were no gender differences on those 3 significant variables.
Research limitation/ implication – This research didn’t investigate green purchasing behavior on specific product.
Value – this research was one of the few which investigated green purchase behavior on young people
Keywords- green marketing, green purchasing behavior, young consumer, Jakarta
1. Introduction
Factors such as population growth, global warming, threatening the future of human beings, exhaustion of natural resources develops and revealed the concept of “Green Marketing” (Sevil, 2011). The last 1980s was said to be the mark of the first stage of green marketing. In this stage, the industry was first introduced to the concept of “Green Marketing” (Peattie and Crane, 2005). The 1990s decade, which was the second stage, began with very high and hopeful forecasts about the emergence of a "green tide" of consumers and new products (Vandermerwe and Oliff, 1990). The third stage of green marketing has started since 2000. More advanced technology has been implemented, deceptive claims are taking at stricter

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