Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

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Understanding the Drivers of Green Product Purchase Intentions: An Application of the Theory of Planned Behavior in a Developing Country Context

Authors
Rasmidin Rasmidin1, *
1Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: midin.bri@gmail.com
Corresponding Author
Rasmidin Rasmidin
Available Online 30 July 2025.
DOI
10.2991/978-94-6463-758-8_117How to use a DOI?
Keywords
Attitude; Subjectibve Norm; Perceived Behaviour Control; Purchase Decision
Abstract

The increasing awareness of environmental sustainability has led to the growth of green product marketing worldwide. This study investigates the influence of attitude, subjective norms, and perceived behavioral control on purchasing decisions for green products among undergraduate students in Makassar, Indonesia, using the Theory of Planned Behavior (TPB) as a theoretical framework. A quantitative approach was employed, involving 100 participants, and data was analyzed using multiple regression analysis. Findings indicate that all three factors—attitude, subjective norms, and perceived behavioral control—positively and significantly influence green product purchase decisions, accounting for 69.5% of the variance. This underscores the importance of psychological and social influences on consumer behavior in green marketing. The study contributes to the literature on green marketing strategies in developing countries and suggests that businesses should continue to enhance eco-friendly product awareness and promote sustainability value. Future research should include a larger, more diverse sample to ensure broader applicability.

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 International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
30 July 2025
ISBN
978-94-6463-758-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-758-8_117How 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  - Rasmidin Rasmidin
PY  - 2025
DA  - 2025/07/30
TI  - Understanding the Drivers of Green Product Purchase Intentions: An Application of the Theory of Planned Behavior in a Developing Country Context
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 1463
EP  - 1473
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_117
DO  - 10.2991/978-94-6463-758-8_117
ID  - Rasmidin2025
ER  -