WHAT DRIVES GREEN PURCHASING BEHAVIOR? INDONESIA CUSTOMERS’ EVIDENCES FROM THE PERSPECTIVE OF THEORY OF PLANNED BEHAVIOR (TPB) & SELF-DETERMINATION THEORY (SDT)
Current study tried to investigated the antecedents of green purchase intention by integrating the intrinsic motivation and others factors into TPB and further combined with SDT. deploying offline survey through google form during September and October 2023 in Indonesia (represented big cities) and aimed at customers who had purchased green products or had experiences eco-friendly products. As many 400 respondents filled and completed the survey but there were 380 questionnaires were valid for further analysis. found that green purchasing behavior was directly affected by green purchase intention, environment attitude, and intrinsic motivation. Purposive sampling with non-probability sampling and SEM with AMOS 24 deployed for data analysis. Research finding described that Green customer’s behavior was affected positively by green purchase intention. Besides, the customer intrinsic motivation also proven as the antecedent of GCB. The intrinsic motivation known as the antecedent for environmental attitude and green purchasing intension. As a consequence, this finding was validated that GPI and EA which reflected by customers acted as the effective indicator for green customer purchase behavior.
GPI, Intrinsic Motivation, Green Customer Purchase Behavior.