Encouraging green purchase intention through behaviors that are formed by norm, belief and awareness

With the rise of green-economic awareness in recent years, Indonesian companies need to constantly seek to introduce new green-concept products to the world market to gain a larger market share in the future. Indonesian green consumers can be different compared to western consumers, and thus, many Indonesian companies need to further investigate their perceived differences in green products. A comprehensive study of the Indonesian consumers’ purchase intentions for green products needs to be explored and developed into a suitable strategy. This study assesses the variables that influence consumers’ purchase intention of green products. Structured questionnaires were administered in various locations in Indonesia. These determinants of green purchase were classified as ‘Subject Norms’, ‘Belief’, ‘Awareness’, and ‘Perceived Behaviors’. Through AMOS-SEM analysis, this study sets up a substantial relationship display for purchase intention of green products and distinguishes the main influence paths. The results revealed that ‘Subject Norms’, ‘Belief’, and ‘Perceived Behaviors’ on the ‘Purchase Intention’ of Indonesian green consumers are highly related. The information on what are the factors that influence consumers’ purchase intention serves as the information used by the green product industry to explore and develop the suitable strategy that is able to enlarge the market size.