Mediating role of attitude in green purchase intention for solar power plants: A green marketing analysis

https://doi.org/10.35912/amor.v5i2.1870
Published: Jan 18, 2024

Abstract:

Purpose: The principal objective of this study is to identify the factors that might influence the inclination towards eco-friendly purchases while considering the incorporation of renewable energy via Solar Power Generation Systems (PLTS).

Research Methodology: A comprehensive data analysis was conducted using a Structural Equation Model (SEM) facilitated by the SMART PLS. This study targets household electricity consumers in Palembang, Indonesia.

Results: The findings indicate that Environmental Knowledge has a significant impact on Green Purchase Intention, whereas green product awareness plays a notable role in influencing green purchase intention. Moreover, it was found that attitude did not significantly affect Green Purchase Intention. Green Product Awareness has a substantial effect on green purchase intentions. Notably, this study establishes that Environmental Knowledge does not impact Green Purchase Intention through attitude, indicating partial mediation. The findings of this study emphasize the critical role of Environmental Knowledge and Green Product Awareness in shaping green purchase intentions among electricity consumers in Palembang, Indonesia.

Limitations: Fostering an environment that is conducive to enhancing environmental literacy and promoting awareness of green products is imperative.

Contribution: This research explores the various elements that impact the likelihood of making eco-conscious purchases, particularly in relation to embracing renewable energy technologies.

Keywords:
1. Green Purchase Intention
2. Environmental Knowledge
3. Attitude
4. Green Product Awareness
Authors:
1 . Nehemia Indrajaya
Sriwijaya University, Palembang, Indonesia
2 . Badia Perizade
Sriwijaya University, Palembang, Indonesia
3 . Zakaria Wahab
Sriwijaya University, Palembang, Indonesia
4 . Muchsin Saggaff Shihab
Sriwijaya University, Palembang, Indonesia
View PDF
How to Cite
Indrajaya, N., Perizade, B., Wahab, Z., & Shihab, M. S. (2024). Mediating role of attitude in green purchase intention for solar power plants: A green marketing analysis. Annals of Management and Organization Research, 5(2), 127–141. https://doi.org/10.35912/amor.v5i2.1870
Download Citation
  1. Endnote/Zotero/Mendeley (RIS)
  2. BibTeX

Downloads

Download data is not yet available.
Issue & Section
Vol. 5 No. 2 (2023): November
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

    Amoako, G. K., Dzogbenuku, R. K., & Abubakari, A. (2020). Do green knowledge and attitude influence the youth's green purchasing? Theory of planned behavior. International Journal of Productivity and Performance Management, 69(8), 1609-1626.

    Arroyo, P., & Carrete, L. (2019). Motivational drivers for the adoption of green energy: The case of purchasing photovoltaic systems. Management Research Review, 42(5), 542-567.

    Atulkar, S. (2022). Purchase intention of Indian customers: a study on solar PV technology. International Journal of Energy Sector Management, 16(5), 946-964.

    Balakrishnan, P., S. Shabbir, M., F. Siddiqi, A., & Wang, X. (2020). Current status and future prospects of renewable energy: A case study. Energy Sources, Part A: Recovery, Utilization, and Environmental Effects, 42(21), 2698-2703.

    Chen, I. Y., Chen, N.-S., & Kinshuk. (2009). Examining the factors influencing participants' knowledge sharing behavior in virtual learning communities. Journal of Educational Technology & Society, 12(1), 134-148.

    Chen, S.-H., Chen, Y.-J., & Leung, W.-C. (2023). Analyzing differences in customer satisfaction on the video streaming platform Netflix. Annals of Management and Organization Research, 4(3), 193-209.

    Costa, M. F. d., Santos, L. L., & Angelo, C. F. d. (2020). Corporate social and environmental responsibility: do consumers perceive it as being an organizational value? Gestão & Produção, 27, e4688.

    Doszhanov, A., & Ahmad, Z. A. (2015). Customers’ intention to use green products: The impact of green brand dimensions and green perceived value. Paper presented at the SHS Web of Conferences.

    Eles, S. F., & Sihombing, S. O. (2017). Predicting green purchase intention of generation y: an empirical study in indonesia. Paper presented at the The 3rd PIABC (Parahyangan International Accounting and Business Conference.

    Frastuti, M. (2020). Faktor Ekonomi yang Mempengaruhi Minat Konsumen Untuk Menggunakan Sistem Pembangkit Listrik Tenaga Surya (PLTS) Atap di Kota Palembang. BISEI: Jurnal Bisnis dan Ekonomi Islam, 5(02), 49-60.

    Greaves, M., Zibarras, L. D., & Stride, C. (2013). Using the theory of planned behavior to explore environmental behavioral intentions in the workplace. Journal of Environmental Psychology, 34, 109-120.

    Haryanto, B., & Budiman, S. (2014). The role of environmental knowledge in moderating the consumer behavioral processes toward the Green products (survey on the Green product-mind in Indonesian). Review of Integrative Business and Economics Research, 4(1), 203-216.

    Hernizar , A., Ramdan , AM, & Mulia , Faizal. (2020). The Influence of Green Product and Green Brand Awareness Against Green Purchase Intention. E-Journal of Economics and Business, Udayana University, 263-274.

    Indriani, I. A. D., Rahayu, M., & Hadiwidjojo, D. (2019). The influence of environmental knowledge on green purchase intention the role of attitude as mediating variable. International Journal of Multicultural and Multireligious Understanding, 6(2), 627-635.

    Jacobson, M. Z., Delucchi, M. A., Bauer, Z. A., Goodman, S. C., Chapman, W. E., Cameron, M. A., . . . Enevoldsen, P. (2017). 100% clean and renewable wind, water, and sunlight all-sector energy roadmaps for 139 countries of the world. Joule, 1(1), 108-121.

    Kartika, A. D., & Medlimo, R. A. (2022). Development Taman Surya Nusantara to Increase New and Renewable Energy in Indonesia. Journal of Sustainable Tourism and Entrepreneurship, 3(4), 301-312.

    Korcaj, L., Hahnel, U. J., & Spada, H. (2015). Intentions to adopt photovoltaic systems depend on homeowners' expected personal gains and behavior of peers. Renewable Energy, 75, 407-415.

    Kusuma, P. N. P. D., & Handayani, R. B. (2018). The effect of environmental knowledge, green advertising and environmental attitude toward green purchase intention. Russian Journal of Agricultural and Socio-Economic Sciences, 78(6), 95-105.

    Lastriany, F., Sulistiobudi, R. A., & Sulastiana, M. (2021). Going Green: How Consumption Values Lead to Green Consumption Behavior in Z Generation. Annals of Management and Organization Research, 3(1), 83-95.

    Liu, Z. (2017). China’s strategy for the development of renewable energies. Energy Sources, Part B: Economics, Planning, and Policy, 12(11), 971-975.

    Mandliya, A., Varyani, V., Hassan, Y., Akhouri, A., & Pandey, J. (2020). What influences intention to purchase sustainable products? impact of advertising and materialism. International Journal of Productivity and Performance Management, 69(8), 1647-1669.

    Mondal, M. S. A., Akter, N., & Polas, M. R. H. (2023). Factors influencing the environmental accounting disclosure practices for sustainable development: A systematic literature review. International Journal of Financial, Accounting, and Management, 5(2), 195-213.

    Noor, N. A. M., Muhammad, A., Kassim, A., Jamil, C. Z. M., Mat, N., Mat, N., & Salleh, H. S. (2012). Creating green consumers: how environmental knowledge and environmental attitude lead to green purchase behaviour? International Journal of Arts & Sciences, 5(1), 55.

    Nusraningrum, D., Mekar, T., Endri, E., & Ahmad, F. (2023). Does implementing green operation management affect the Sustainability of port operations in Labuan Bajo? Uncertain Supply Chain Management, 11(4), 1417-1426.

    Olayinka, A. A., & Lawan, S. (2023). Assessment of profitability and efficiency analysis of watermelon (Citrullus lanatus) value chain in Yobe State, Nigeria. Annals of Management and Organization Research, 4(3), 225-237.

    Pahala, Y., Widodo, S., Kadarwati, K., Azhari, M., Muliyati, M., Lestari, N. I., . . . Endri, E. (2021). The Effects of Service Operation Engineering and Green Marketing on Consumer Buying Interest. Uncertain Supply Chain Management, 9(3), 603-608.

    Palm, A. (2017). Peer effects in residential solar photovoltaics adoption—A mixed methods study of Swedish users. Energy research & social science, 26, 1-10.

    Pant, M., Panwar, D., Chaudhary, M. S., & Kumar, S. Environmental Impact of digital marketing on purchase intension towards green products AN IPMA ANALYSIS USING PLS SEM APPROACH.

    Pebrianti, W. (2012). Analysis influence awareness environment and a premium price against intention buy product green in Pontianak. Journal of Business Economics and Entrepreneurship, 3(1), 69-84. doi:10.26418/JEBIK.V3I1.9890.

    Putri, N. W. A., Wahyuni, N. M., & Yasa, P. N. S. (2021). The effect of attitude in mediating environmental knowledge towards the purchase intention of green cosmetic product. Jurnal Ekonomi & Bisnis JAGADITHA, 8(2), 202-208.

    Roh, T., Seok, J., & Kim, Y. (2022). Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust. Journal of retailing and consumer services, 67, 102988.

    Saeed, R., Lodhi, R. N., Khan, A. K., Khurshid, N., Dustgeer, F., Sami, A., & Ahmad, M. (2013). Measuring impact of factors influencing purchase intention towards green products: Sahiwal clothing industry perspective. World Applied Sciences Journal, 26(10), 1371-1379.

    Schelly, C. (2014). Residential solar electricity adoption: What motivates, and what matters? A case study of early adopters. Energy research & social science, 2, 183-191.

    Shahbaz, M., Raghutla, C., Chittedi, K. R., Jiao, Z., & Vo, X. V. (2020). The effect of renewable energy consumption on economic growth: Evidence from the renewable energy country attractive index. Energy, 207, 118162.

    Sharma, A., & Foropon, C. (2019). Green product attributes and green purchase behavior: A theory of planned behavior perspective with implications for circular economy. Management Decision, 57(4), 1018-1042.

    Sholihin, S. A., & Oktapiani, M. A. (2021). Pengaruh Strategi Digital Marketing Terhadap Minat Beli Konsumen Di Era Pandemi Covid-19: Studi Kasus Pada Pengguna Marketplace Shopee Di Provinsi Jawa Barat. Coopetition: Jurnal Ilmiah Manajemen, 12(3), 365-371.

    Sreen, N., Purbey, S., & Sadarangani, P. (2018). Impact of culture, behavior and gender on green purchase intention. Journal of retailing and consumer services, 41, 177-189.

    Taufique, K. M. R., & Islam, S. (2021). Green marketing in emerging Asia: antecedents of green consumer behavior among younger millennials. Journal of Asia Business Studies, 15(4), 541-558.

    Tsen, C.-H., Phang, G., Hasan, H., & Buncha, M. R. (2006). Going Green: A Study Of Consumers'willingness to Pay for Green Products in Kota Kinabalu. International Journal of Business and Society, 7(2), 40.

    Tseng, S.-C., & Hung, S.-W. (2013). A framework identifying the gaps between customers' expectations and their perceptions in green products. Journal of cleaner production, 59, 174-184.

    Uddin, S. F., & Khan, M. N. (2016). Green purchasing behaviour of young Indian consumers: An exploratory study. Global Business Review, 17(6), 1469-1479.

    Vecchiato, D., & Tempesta, T. (2015). Public preferences for electricity contracts including renewable energy: A marketing analysis with choice experiments. Energy, 88, 168-179.

    Wang, L., Wong, P. P. W., & Narayanan Alagas, E. (2020). Antecedents of green purchase behaviour: an examination of altruism and environmental knowledge. International Journal of Culture, Tourism and Hospitality Research, 14(1), 63-82.

    Waris, I., & Hameed, I. (2020a). An empirical study of consumers intention to purchase energy efficient appliances. Social Responsibility Journal, 17(4), 489-507.

    Waris, I., & Hameed, I. (2020b). An empirical study of purchase intention of energy-efficient home appliances: The influence of knowledge of eco-labels and psychographic variables. International Journal of Energy Sector Management, 14(6), 1297-1314.

    Wolske, K. S., Stern, P. C., & Dietz, T. (2017). Explaining interest in adopting residential solar photovoltaic systems in the United States: Toward an integration of behavioral theories. Energy research & social science, 25, 134-151.

    Wulandari, A. S. A., Rahyuda, I. K., & Yasa, N. N. K. (2015). The role of attitude in mediating consumer knowledge influence towards the purchase intention of green product. JDM (Jurnal Dinamika Manajemen), 6(2).

  1. Amoako, G. K., Dzogbenuku, R. K., & Abubakari, A. (2020). Do green knowledge and attitude influence the youth's green purchasing? Theory of planned behavior. International Journal of Productivity and Performance Management, 69(8), 1609-1626.
  2. Arroyo, P., & Carrete, L. (2019). Motivational drivers for the adoption of green energy: The case of purchasing photovoltaic systems. Management Research Review, 42(5), 542-567.
  3. Atulkar, S. (2022). Purchase intention of Indian customers: a study on solar PV technology. International Journal of Energy Sector Management, 16(5), 946-964.
  4. Balakrishnan, P., S. Shabbir, M., F. Siddiqi, A., & Wang, X. (2020). Current status and future prospects of renewable energy: A case study. Energy Sources, Part A: Recovery, Utilization, and Environmental Effects, 42(21), 2698-2703.
  5. Chen, I. Y., Chen, N.-S., & Kinshuk. (2009). Examining the factors influencing participants' knowledge sharing behavior in virtual learning communities. Journal of Educational Technology & Society, 12(1), 134-148.
  6. Chen, S.-H., Chen, Y.-J., & Leung, W.-C. (2023). Analyzing differences in customer satisfaction on the video streaming platform Netflix. Annals of Management and Organization Research, 4(3), 193-209.
  7. Costa, M. F. d., Santos, L. L., & Angelo, C. F. d. (2020). Corporate social and environmental responsibility: do consumers perceive it as being an organizational value? Gestão & Produção, 27, e4688.
  8. Doszhanov, A., & Ahmad, Z. A. (2015). Customers’ intention to use green products: The impact of green brand dimensions and green perceived value. Paper presented at the SHS Web of Conferences.
  9. Eles, S. F., & Sihombing, S. O. (2017). Predicting green purchase intention of generation y: an empirical study in indonesia. Paper presented at the The 3rd PIABC (Parahyangan International Accounting and Business Conference.
  10. Frastuti, M. (2020). Faktor Ekonomi yang Mempengaruhi Minat Konsumen Untuk Menggunakan Sistem Pembangkit Listrik Tenaga Surya (PLTS) Atap di Kota Palembang. BISEI: Jurnal Bisnis dan Ekonomi Islam, 5(02), 49-60.
  11. Greaves, M., Zibarras, L. D., & Stride, C. (2013). Using the theory of planned behavior to explore environmental behavioral intentions in the workplace. Journal of Environmental Psychology, 34, 109-120.
  12. Haryanto, B., & Budiman, S. (2014). The role of environmental knowledge in moderating the consumer behavioral processes toward the Green products (survey on the Green product-mind in Indonesian). Review of Integrative Business and Economics Research, 4(1), 203-216.
  13. Hernizar , A., Ramdan , AM, & Mulia , Faizal. (2020). The Influence of Green Product and Green Brand Awareness Against Green Purchase Intention. E-Journal of Economics and Business, Udayana University, 263-274.
  14. Indriani, I. A. D., Rahayu, M., & Hadiwidjojo, D. (2019). The influence of environmental knowledge on green purchase intention the role of attitude as mediating variable. International Journal of Multicultural and Multireligious Understanding, 6(2), 627-635.
  15. Jacobson, M. Z., Delucchi, M. A., Bauer, Z. A., Goodman, S. C., Chapman, W. E., Cameron, M. A., . . . Enevoldsen, P. (2017). 100% clean and renewable wind, water, and sunlight all-sector energy roadmaps for 139 countries of the world. Joule, 1(1), 108-121.
  16. Kartika, A. D., & Medlimo, R. A. (2022). Development Taman Surya Nusantara to Increase New and Renewable Energy in Indonesia. Journal of Sustainable Tourism and Entrepreneurship, 3(4), 301-312.
  17. Korcaj, L., Hahnel, U. J., & Spada, H. (2015). Intentions to adopt photovoltaic systems depend on homeowners' expected personal gains and behavior of peers. Renewable Energy, 75, 407-415.
  18. Kusuma, P. N. P. D., & Handayani, R. B. (2018). The effect of environmental knowledge, green advertising and environmental attitude toward green purchase intention. Russian Journal of Agricultural and Socio-Economic Sciences, 78(6), 95-105.
  19. Lastriany, F., Sulistiobudi, R. A., & Sulastiana, M. (2021). Going Green: How Consumption Values Lead to Green Consumption Behavior in Z Generation. Annals of Management and Organization Research, 3(1), 83-95.
  20. Liu, Z. (2017). China’s strategy for the development of renewable energies. Energy Sources, Part B: Economics, Planning, and Policy, 12(11), 971-975.
  21. Mandliya, A., Varyani, V., Hassan, Y., Akhouri, A., & Pandey, J. (2020). What influences intention to purchase sustainable products? impact of advertising and materialism. International Journal of Productivity and Performance Management, 69(8), 1647-1669.
  22. Mondal, M. S. A., Akter, N., & Polas, M. R. H. (2023). Factors influencing the environmental accounting disclosure practices for sustainable development: A systematic literature review. International Journal of Financial, Accounting, and Management, 5(2), 195-213.
  23. Noor, N. A. M., Muhammad, A., Kassim, A., Jamil, C. Z. M., Mat, N., Mat, N., & Salleh, H. S. (2012). Creating green consumers: how environmental knowledge and environmental attitude lead to green purchase behaviour? International Journal of Arts & Sciences, 5(1), 55.
  24. Nusraningrum, D., Mekar, T., Endri, E., & Ahmad, F. (2023). Does implementing green operation management affect the Sustainability of port operations in Labuan Bajo? Uncertain Supply Chain Management, 11(4), 1417-1426.
  25. Olayinka, A. A., & Lawan, S. (2023). Assessment of profitability and efficiency analysis of watermelon (Citrullus lanatus) value chain in Yobe State, Nigeria. Annals of Management and Organization Research, 4(3), 225-237.
  26. Pahala, Y., Widodo, S., Kadarwati, K., Azhari, M., Muliyati, M., Lestari, N. I., . . . Endri, E. (2021). The Effects of Service Operation Engineering and Green Marketing on Consumer Buying Interest. Uncertain Supply Chain Management, 9(3), 603-608.
  27. Palm, A. (2017). Peer effects in residential solar photovoltaics adoption—A mixed methods study of Swedish users. Energy research & social science, 26, 1-10.
  28. Pant, M., Panwar, D., Chaudhary, M. S., & Kumar, S. Environmental Impact of digital marketing on purchase intension towards green products AN IPMA ANALYSIS USING PLS SEM APPROACH.
  29. Pebrianti, W. (2012). Analysis influence awareness environment and a premium price against intention buy product green in Pontianak. Journal of Business Economics and Entrepreneurship, 3(1), 69-84. doi:10.26418/JEBIK.V3I1.9890.
  30. Putri, N. W. A., Wahyuni, N. M., & Yasa, P. N. S. (2021). The effect of attitude in mediating environmental knowledge towards the purchase intention of green cosmetic product. Jurnal Ekonomi & Bisnis JAGADITHA, 8(2), 202-208.
  31. Roh, T., Seok, J., & Kim, Y. (2022). Unveiling ways to reach organic purchase: Green perceived value, perceived knowledge, attitude, subjective norm, and trust. Journal of retailing and consumer services, 67, 102988.
  32. Saeed, R., Lodhi, R. N., Khan, A. K., Khurshid, N., Dustgeer, F., Sami, A., & Ahmad, M. (2013). Measuring impact of factors influencing purchase intention towards green products: Sahiwal clothing industry perspective. World Applied Sciences Journal, 26(10), 1371-1379.
  33. Schelly, C. (2014). Residential solar electricity adoption: What motivates, and what matters? A case study of early adopters. Energy research & social science, 2, 183-191.
  34. Shahbaz, M., Raghutla, C., Chittedi, K. R., Jiao, Z., & Vo, X. V. (2020). The effect of renewable energy consumption on economic growth: Evidence from the renewable energy country attractive index. Energy, 207, 118162.
  35. Sharma, A., & Foropon, C. (2019). Green product attributes and green purchase behavior: A theory of planned behavior perspective with implications for circular economy. Management Decision, 57(4), 1018-1042.
  36. Sholihin, S. A., & Oktapiani, M. A. (2021). Pengaruh Strategi Digital Marketing Terhadap Minat Beli Konsumen Di Era Pandemi Covid-19: Studi Kasus Pada Pengguna Marketplace Shopee Di Provinsi Jawa Barat. Coopetition: Jurnal Ilmiah Manajemen, 12(3), 365-371.
  37. Sreen, N., Purbey, S., & Sadarangani, P. (2018). Impact of culture, behavior and gender on green purchase intention. Journal of retailing and consumer services, 41, 177-189.
  38. Taufique, K. M. R., & Islam, S. (2021). Green marketing in emerging Asia: antecedents of green consumer behavior among younger millennials. Journal of Asia Business Studies, 15(4), 541-558.
  39. Tsen, C.-H., Phang, G., Hasan, H., & Buncha, M. R. (2006). Going Green: A Study Of Consumers'willingness to Pay for Green Products in Kota Kinabalu. International Journal of Business and Society, 7(2), 40.
  40. Tseng, S.-C., & Hung, S.-W. (2013). A framework identifying the gaps between customers' expectations and their perceptions in green products. Journal of cleaner production, 59, 174-184.
  41. Uddin, S. F., & Khan, M. N. (2016). Green purchasing behaviour of young Indian consumers: An exploratory study. Global Business Review, 17(6), 1469-1479.
  42. Vecchiato, D., & Tempesta, T. (2015). Public preferences for electricity contracts including renewable energy: A marketing analysis with choice experiments. Energy, 88, 168-179.
  43. Wang, L., Wong, P. P. W., & Narayanan Alagas, E. (2020). Antecedents of green purchase behaviour: an examination of altruism and environmental knowledge. International Journal of Culture, Tourism and Hospitality Research, 14(1), 63-82.
  44. Waris, I., & Hameed, I. (2020a). An empirical study of consumers intention to purchase energy efficient appliances. Social Responsibility Journal, 17(4), 489-507.
  45. Waris, I., & Hameed, I. (2020b). An empirical study of purchase intention of energy-efficient home appliances: The influence of knowledge of eco-labels and psychographic variables. International Journal of Energy Sector Management, 14(6), 1297-1314.
  46. Wolske, K. S., Stern, P. C., & Dietz, T. (2017). Explaining interest in adopting residential solar photovoltaic systems in the United States: Toward an integration of behavioral theories. Energy research & social science, 25, 134-151.
  47. Wulandari, A. S. A., Rahyuda, I. K., & Yasa, N. N. K. (2015). The role of attitude in mediating consumer knowledge influence towards the purchase intention of green product. JDM (Jurnal Dinamika Manajemen), 6(2).