The inhibiting factors of green product purchasing behavior: green knowledge as a moderating effect

    Yunita Budi Rahayu Silintowe   Affiliation
    ; I Made Sukresna   Affiliation


This study aims to analyze the effects of inhibiting factors (i.e., habits, skepticism, and lack of availability) and green knowledge on the purchasing behavior of environmentally friendly products. This research also explains the moderating effect of green knowledge on the relationship between the inhibiting factors of green product purchasing behavior and green product purchasing behavior. Prior studies have not investigated the moderating effect of green knowledge on the relationships between the inhibiting factors and green product purchases. Data was generated through a cross-sectional survey of 743 residents throughout Indonesia and analyzed by Partial Least Squares (PLS) as a variance-based technique for Structural Equation Modeling (SEM). The results demonstrate that green knowledge is crucial in affecting eco-friendly product purchasing decisions and consumers’ habits inhibit their decisions to purchase eco-friendly products. However, when moderated by better green knowledge, consumers who are not accustomed to purchasing eco-friendly products are more likely to make actual green product purchases. Further, the lack of green product availability demotivates consumers with higher green knowledge to purchase green products. This study offers practical implications for business actors by highlighting the importance of educating consumers on the positive environmental impacts of consuming green products and providing environmentally friendly products.

Keyword : green products, green purchasing behavior, green knowledge, habits, skepticism, lack of availability

How to Cite
Silintowe, Y. B. R., & Sukresna, I. M. (2023). The inhibiting factors of green product purchasing behavior: green knowledge as a moderating effect. Business: Theory and Practice, 24(2), 392–404.
Published in Issue
Sep 5, 2023
Abstract Views
PDF Downloads
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.


Adrita, U. W., & Mohiuddin, M. F. (2020). Impact of opportunity and ability to translate environmental attitude into ecologically conscious consumer behavior. Journal of Marketing Theory and Practice, 28(2), 173–186.

Albayrak, T., Caber, M., Moutinho, L., & Herstein, R. (2011). The influence of skepticism on green purchase behavior. International Journal of Business and Social Science, 2(13), 189–197.

Ali, M. (2021). A social practice theory perspective on green marketing initiatives and green purchase behavior. Cross Cultural & Strategic Management, 28(4), 815–838.

Amoako, G. K., Dzogbenuku, R. K., & Abubakari, A. (2020). Do green knowledge and attitude influence the youth’s green purchasing? Theory of planned behavior. International Journal of Productivity and Performance Management, 69(8), 1609–1626.

Arrieta, A. (2021). Congolese youth are working against environmental degradation. Forbes.

Babakus, E., & Mangold, W. G. (1992). Adapting the SERVQUAL scale to hospital services: An empirical investigation. Health Services Research, 26(6), 767–786.

Bartiaux, F. (2008). Does environmental information overcome practice compartmentalisation and change consumers’ behaviours? Journal of Cleaner Production, 16(11), 1170–1180.

BBC. (2021, 4 November 2021). Alderney States to discuss new environmental plan.

Buttle, F. (1996). SERVQUAL: Review, critique, research agenda. European Journal of Marketing, 30(1), 8–32.

Carrión Bósquez, N. G., & Arias-Bolzmann, L. G. (2021). Factors influencing green purchasing inconsistency of Ecuadorian millennials. British Food Journal, 124(8).

Cespedes-Dominguez, C., Fernandez-Robin, C., & McCoy, S. (2021). The effects of celebrity characteristics on purchase intentions: A focus on consumer concern of environmental issues. Sustainability, 13(8).

Chaudhary, R., & Bisai, S. (2018). Factors influencing green purchase behavior of millennials in India. Management of Environmental Quality: An International Journal, 29(5), 798–812.

Chen, L., Qie, K., Memon, H., & Yesuf, H. M. (2021). The empirical analysis of green innovation for fashion brands, perceived value and green purchase intention – mediating and moderating effects. Sustainability, 13(8).

Chin, W. W. (1998). Commentary: Issues and opinion on structural equation modeling. MIS Quarterly, 22(1), vii–xvi.

Chiu, C.-M., Hsu, M.-H., Lai, H., & Chang, C.-M. (2012). Re-examining the influence of trust on online repeat purchase intention: The moderating role of habit and its antecedents. Decision Support Systems, 53(4), 835–845.

Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). Lawrence Erlbaum Associates.

Činjarević, M., Agić, E., & Peštek, A. (2018). When consumers are in doubt, you better watch out! The moderating role of consumer skepticism and subjective knowledge in the context of organic food consumption. Zagreb International Review of Economics and Business, 21(s1), 1–14.

Dangelico, R. M. (2016). Green product innovation: Where we are and where we are going. Business Strategy and the Environment, 25(8), 560–576.

Dangelico, R. M., Nonino, F., & Pompei, A. (2021). Which are the determinants of green purchase behaviour? A study of Italian consumers. Business Strategy and the Environment, 30(5), 2600–2620.

Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. University of Akron Press.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.

Gardner, B. (2015). A review and analysis of the use of ‘habit’ in understanding, predicting and influencing health-related behaviour. Health Psychology Review, 9(3), 277–295.

Gatzer, S., & Magnin, C. (2021). Prioritizing sustainability in the consumer sector. McKinsey & Company.

Ghazali, I., Abdul-Rashid, S. H., Md Dawal, S. Z., Aoyama, H., Sakundarini, N., Ho, F. H., & Herawan, S. G. (2021). Green product preferences considering cultural influences: A comparison study between Malaysia and Indonesia. Management of Environmental Quality: An International Journal, 32(5), 1040–1063.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Annabel Ainscow.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications, Incorporation.

Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414–433.

Hariharan, G., & Shamini, H. (2019). Factors affect to consumers green purchasing behavior: A study on Batticaloa District. South Asian Journal of Social Studies and Economics, 5(1), 1–8.

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.

Hojnik, J., Ruzzier, M., & Konečnik Ruzzier, M. (2019). Transition towards sustainability: Adoption of eco-products among consumers. Sustainability, 11(16).

Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1–2), 128–143.

Khanna, M. (2020). Growing green business investments in Asia and the Pacific: Trends and opportunities. Asian Development Bank.

Khare, A. (2020). Antecedents to Indian consumers’ perception of green apparel benefits. Research Journal of Textile and Apparel, 24(1), 1–19.

Kuang, D., Li, X. F., & Bi, W. W. (2021). How to effectively design referral rewards to increase the referral likelihood for green products. Sustainability, 13(13).

Kumar, P., Polonsky, M., Dwivedi, Y. K., & Kar, A. (2021). Green information quality and green brand evaluation: The moderating effects of eco-label credibility and consumer knowledge. European Journal of Marketing, 55(7), 2037–2071.

Lin, J., Lobo, A., & Leckie, C. (2017). The influence of green brand innovativeness and value perception on brand loyalty: The moderating role of green knowledge. Journal of Strategic Marketing, 27(1), 81–95.

Mayangsari, L., & Fabiola, K. (2020). The influence of green skepticism, environmental knowledge and environmental concern on generation Z’s green purchase intentions in Indonesia. Malaysian Journal of Social Sciences and Humanities (MJSSH), 5(8), 96–105.

Mehra, S., & Ratna, P. A. (2014). Attitude and behaviour of consumers towards organic food: An exploratory study in India. International Journal of Business Excellence, 7(6).

Mohd Suki, N. (2016). Green product purchase intention: Impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893–2910.

Mohd Suki, N., & Mohd Suki, N. (2015). Consumption values and consumer environmental concern regarding green products. International Journal of Sustainable Development & World Ecology, 22(3), 269–278.

Montt, G., Fraga, F., & Harsdorff, M. (2018). The future of work in a changing natural environment: Climate change, degradation and sustainability. International Labour Organization.

Nguyen, H. V., Nguyen, C. H., & Hoang, T. T. B. (2019). Green consumption: Closing the intention-behavior gap. Sustainable Development, 27(1), 118–129.

Nguyen, H. V., Nguyen, N., Nguyen, B. K., Lobo, A., & Vu, P. A. (2019). Organic food purchases in an emerging market: The influence of consumers’ personal factors and green marketing practices of food stores. International Journal of Environmental Research and Public Health, 16(6).

Nguyen, T. N., Phan, T. T. H., Cao, T. K., & Nguyen, H. V. (2017). Green purchase behavior: Mitigating barriers in developing countries. Strategic Direction, 33(8), 4–6.

Nguyen, T. T. H., Yang, Z., Nguyen, N., Johnson, L. W., & Cao, T. K. (2019). Greenwash and green purchase intention: The mediating role of green skepticism. Sustainability, 11(9).

Noor, M. N. M., Jumain, R. S. A., Yusof, A., Ahmat, M. A. H., & Kamaruzaman, I. F. (2017). Determinants of generation Z green purchase decision: A SEM-PLS approach. International Journal of Advanced and Applied Sciences, 4(11), 143–147.

Panda, T. K., Kumar, A., Jakhar, S., Luthra, S., Garza-Reyes, J. A., Kazancoglu, I., & Nayak, S. S. (2020). Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty and evangelism. Journal of Cleaner Production, 243.

Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134.

Petro, G. (2022, March 11, 2022). Consumers demand sustainable products and shopping formats. Forbes.

Petroni, A., & Solovieva, D. (2021, 21 December 2021). The Arctic’s climate challenge spurs tech innovation. Fortune.

Radojević, V., Tomaš Simin, M., Glavaš Trbić, D., & Milić, D. (2021). A profile of organic food consumers – Serbia case-study. Sustainability, 13(1), 1–22.

Riskos, K., Dekoulou, P., Mylonas, N., & Tsourvakas, G. (2021). Ecolabels and the attitude–behavior relationship towards green product purchase: A multiple mediation model. Sustainability, 13(12).

Riva, F., Magrizos, S., & Rubel, M. R. B. (2021). Investigating the link between managers’ green knowledge and leadership style, and their firms’ environmental performance: The mediation role of green creativity. Business Strategy and the Environment, 30(7), 3228–3240.

Rossi, C., & Rivetti, F. (2023). Young consumers’ purchase behaviour of sustainably-labelled food products. What is the role of scepticism? Food Quality and Preference, 105.

Sadiq, M., Bharti, K., Adil, M., & Singh, R. (2021). Why do consumers buy green apparel? The role of dispositional traits, environmental orientation, environmental knowledge, and monetary incentive. Journal of Retailing and Consumer Services, 62.

Salam, M. T., Smith, K. T., & Mehboob, F. (2021). Purchase intention for green brands among Pakistani millennials. Social Responsibility Journal, 18(3).

Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach. John Wiley & Sons.

Sharaf, M. A., & Perumal, S. (2018). How does green products’ price and availability impact Malaysians’ green purchasing behavior? Journal of Social Sciences Research, 4(3), 28–34.

Siddique, M. Z. R., Saha, G., & Kasem, A. R. (2020). Estimating green purchase behavior: An empirical study using integrated behavior model in Bangladesh. Journal of Asia Business Studies, 15(2), 319–344.

Singh, S., & Gupta, A. (2020). An ISM modeling for factors affecting the purchase of green products. Journal of Modelling in Management, 16(1), 103–123.

Sobocińska, M., Kociszewski, K., Mazurek-Łopacińska, K., Skowron, S., & Graczyk, A. (2021). The role of marketing in shaping the development of the market of organic farming products in Poland. Sustainability, 13(1), 1–20.

Soomro, B. A., & Shah, N. (2021). Environmental concerns among the entrepreneurs: A disaster resilience and environment building during the second wave of the COVID-19. International Journal of Disaster Resilience in the Built Environment, 13(4), 516–530.

Su, D. N., Duong, T. H., Thanh Tran Dinh, M., Nguyen-Phuoc, D. Q., & Johnson, L. W. (2021). Behavior towards shopping at retailers practicing sustainable grocery packaging: The influences of intra-personal and retailer-based contextual factors. Journal of Cleaner Production, 279.

Suhartanto, D., Kartikasari, A., Hapsari, R., Budianto, B. S., Najib, M., & Astor, Y. (2021). Predicting young customers’ intention to repurchase green plastic products: Incorporating trust model into purchase intention model. Journal of Asia Business Studies, 15(3), 441–456.

Tan, S. (2022). Eco-labels in Indonesia: How aware are consumers of these green certification marks?

Tarkiainen, A., & Sundqvist, S. (2005). Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal, 107(11), 808–822.

Taufique, K. M. R., & Islam, S. (2021). Green marketing in emerging Asia: Antecedents of green consumer behavior among younger millennials. Journal of Asia Business Studies, 15(4), 541–558.

Tenenhaus, M., Vinzi, V. E., Chatelin, Y.-M., & Lauro, C. (2005). PLS path modeling. Computational Statistics & Data Analysis, 48(1), 159–205.

Uddin, S. M. F., & Khan, M. N. (2018). Young consumer’s green purchasing behavior: Opportunities for green marketing. Journal of Global Marketing, 31(4), 270–281.

Unruh, G., & Ettenson, R. (2010). Growing green: Three smart paths to developing sustainable products. Harvard Business Review.

Visser, R., & Dlamini, S. (2021). Green purchasing behaviour towards compostable coffee pods. Sustainability, 13(12).

Vitell, S. J. (2015). A case for consumer social responsibility (CnSR): Including a selected review of consumer ethics/social responsibility research. Journal of Business Ethics, 130(4), 767–774.

Wang, B., Li, J., Sun, A., Wang, Y., & Wu, D. (2019). Residents’ green purchasing intentions in a developing-country context: Integrating PLS-SEM and MGA methods. Sustainability, 12(1).

Waris, I., & Ahmed, W. (2020). Empirical evaluation of the antecedents of energy-efficient home appliances: Application of extended theory of planned behavior. Management of Environmental Quality: An International Journal, 31(4), 915–930.

Wetzels, M., Schroder, G. O., & Oppen, V. C. (2009). Using PLS path modelling for assessing hierarchical construct models: Guidelines and empirical illustration. MIS Quarterly, 33(1), 177–195.

Whelan, T., & Kronthal-Sacco, R. (2019, June 19). Research: Actually, consumers do buy sustainable products. Harvard Business Review.

White, K., Hardisty, D. J., & Habib, R. (2019). The elusive green consumer. Harvard Business Review.

Wiederhold, M., & Martinez, L. F. (2018). Ethical consumer behaviour in Germany: The attitude-behaviour gap in the green apparel industry. International Journal of Consumer Studies, 42(4), 419–429.

Winston, A. (2020). Leading a new era of climate action. Harvard Business Review.

Yadav, R., & Pathak, G. S. (2016). Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732–739.

Zhang, X., Shao, X., Jeong, E. L., & Jang, S. S. (2021). The effects of restaurant green demarketing on green skepticism and dining intentions: Investigating the roles of benefit associations and green reputation. International Journal of Hospitality Management, 97.

Zhou, Z., Zheng, F., Lin, J., & Zhou, N. (2020). The interplay among green brand knowledge, expected eudaimonic well‐being and environmental consciousness on green brand purchase intention. Corporate Social Responsibility and Environmental Management, 28(2), 630–639.