Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)

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The Influence of Environmental Attitude, Environmental Concern, Social Influence and Brand Image on Green Purchase Behavior Oriflame in West Sumatra

Authors
Milla Hanifah1, *, Yasri Yasri1
1Faculty of Economics and Business, Universitas Negeri Padang, Padang, Indonesia
*Corresponding author. Email: Hanifamila265@gmail.com
Corresponding Author
Milla Hanifah
Available Online 16 September 2025.
DOI
10.2991/978-94-6463-839-4_131How to use a DOI?
Keywords
Environmental Attitude; Environmental concern; Social Influence; Brand Image; Green Purchase Behavior; Gender
Abstract

The aim of this study is to examine the impact of environmental attitudes and concern, social influence, and brand image on green purchasing behavior for Oriflame products in West Sumatra, as well as To assess the impact of moderation role Of gender as it pertains toward the connection within environmental attitudes and concerns and green purchase behavior. The study addresses a research gap due to the limited exploration of how environmental attitudes, concerns, and gender influence green product purchases. A quantitative methodology implemented through a survey technique was employed, through data obtained from 385 Oriflame consumers in West Sumatra through a questionnaire. SPSS 23 software was utilized for data analysis. The analysis demonstrates that environmental concern, social influence, and brand image significantly and positively affect green purchasing behavior. However, environmental attitudes were found to have no significant impact. Additionally, Gender was shown to have no moderating influence on the connection between environmental attitudes, environmental concerns, and green purchasing behavior for Oriflame products in the region.

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 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
16 September 2025
ISBN
978-94-6463-839-4
ISSN
2352-5428
DOI
10.2991/978-94-6463-839-4_131How 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  - Milla Hanifah
AU  - Yasri Yasri
PY  - 2025
DA  - 2025/09/16
TI  - The Influence of Environmental Attitude, Environmental Concern, Social Influence and Brand Image on Green Purchase Behavior Oriflame in West Sumatra
BT  - Proceedings of the 10th Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2022)
PB  - Atlantis Press
SP  - 1674
EP  - 1689
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-839-4_131
DO  - 10.2991/978-94-6463-839-4_131
ID  - Hanifah2025
ER  -