Research Data Oktasevina & Andrian (2026)

Description

This study aims to examine the influence of Environmental Practices, Greenwashing Practices, and Green Perceived Value on Green Purchase Intention among Indonesian consumers. A quantitative research approach was employed using primary data collected through a structured questionnaire. The study involved 193 respondents from various regions of Indonesia, selected using a convenience sampling technique. Data were analyzed using multiple linear regression in SPSS. The results indicate that Environmental Practices and Green Perceived Value have a positive and significant effect on Green Purchase Intention. These findings suggest that consumers are more likely to purchase environmentally friendly products when they perceive that companies implement genuine environmental practices and provide strong environmental value. In contrast, Greenwashing Practices were found to have no significant effect on Green Purchase Intention. The study offers practical implications for businesses by highlighting the importance of implementing authentic sustainability initiatives and enhancing the environmental value of products to encourage green purchasing behavior. Furthermore, the findings support the achievement of Sustainable Development Goal (SDG) 12 on Responsible Consumption and Production by promoting consumer awareness and preference for environmentally sustainable products. This research contributes to the growing literature on green consumer behavior, particularly in the context of developing countries such as Indonesia.

Institutions

• Binus University

  Jakarta, Jakarta

Categories

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