The Factors Affecting Green Consumer Behavior: Evidence from Malang, East Java, Indonesia

Abstract

Green consumers recognize the importance of buying food that uses the environmentally friendly packaging. The concept of marketing also pays attention to the green consumer behavior. Food products with green packaging are sold more expensive, so that consumers' willingness to pay (WTP) is needed. Purpose - The research purpose is to identify and analyze the influence of WTP, demographic, psychographic, and religiosity factors toward the consumer behavior in buying food with the green packaging and toward disposal behavior of the food packaging. Design/methodology/approach – The study was conducted in Malang, with samples from the academic community at UMM, as well as urban communities in Malang City and rural communities in Malang Regency. Primary data was obtained by interview and questionnaire filling. Data analysis used the Structural Equation Model which was supported with WarpPLS software. Findings - The results show that three latent variables namely WTP, psychographic and religiosity affect green buying behavior. Demographic factors also affect green buying behavior with a lower level of significance. The factors influencing disposal behavior are religiosity and psychography. Religiosity affects green buying behavior and disposal behavior with highest path coefficient and significance. Practical implications - Recommendation is given to some parties. The agribusiness has to replace the food packaging with the green one, and step by step eliminate usage of plastic packaging. The stakeholders of environment should educate people not only about disposal behavior but also about green buying behavior. Specifically, the religous organizations are hoped to give environmental awareness as part of religious activities.Originality/value – The study is the first to analyze the effect of religiosity on the green consumer behavior and green disposal behavior. The result indicates that religiosity is an important factor in affecting green buying behavior, besides willingness to pay and pfychography.