Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)

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Influencing the Positive Impact of Consumer Characteristics on Green Purchasing Decisions: Moderating Role of Peer Influence in Indonesia

Authors
Imran Ahmad Shakir1, Indrawati Indrawati1, *
1Telkom University, 40257, Bandung, Indonesia
*Corresponding author. Email: indrawati@telkomuniversity.ac.id
Corresponding Author
Indrawati Indrawati
Available Online 12 September 2025.
DOI
10.2991/978-94-6463-817-2_79How to use a DOI?
Keywords
environmental concern; green awareness of price; green consumer; green perceived benefit; green purchase decision; green purchase estimation; perceived quality; green willingness to purchase; peer influence
Abstract

This study investigated consumers’ purchase decisions regarding green products in a fast-growing developing country, Indonesia. Drawing on the Theory of Planned Behavior (TPB) as the primary theoretical framework, the research extends the model by incorporating additional constructs such as environmental concerns, green perceived quality, green future estimation, and peer influence as a moderating variable. A quantitative technique was employed to collect data from a sample of (n = 316) young educated Indonesian consumers located on Java, the most populated island of Indonesia. The study utilized Smart partial least squares 4.0 (PLS) to analyze measurement and structural models. The empirical findings revealed that consumers’ environmental concern (EC), green perceived quality (GPQ), green willingness to purchase (GWP), green awareness of price (GAP), and green future estimation (GFE) positively influenced their green purchasing decisions (GPD). However, green perceived benefits (GPB) negatively influenced green purchasing decisions of green products. The study provides valuable insights for companies, marketers, and policymakers aiming to promote green products and green marketing initiatives. Suggestions include the development of green advertising, green branding, and eco-labels to inform consumers about eco-friendly products better.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
12 September 2025
ISBN
978-94-6463-817-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-817-2_79How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Imran Ahmad Shakir
AU  - Indrawati Indrawati
PY  - 2025
DA  - 2025/09/12
TI  - Influencing the Positive Impact of Consumer Characteristics on Green Purchasing Decisions: Moderating Role of Peer Influence in Indonesia
BT  - Proceedings of the 9th Global Conference on Business, Management and Entrepreneurship (GCBME 2024)
PB  - Atlantis Press
SP  - 678
EP  - 685
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-817-2_79
DO  - 10.2991/978-94-6463-817-2_79
ID  - Shakir2025
ER  -