Exploring consumers' purchase intention towards green products in an emerging market

The role of consumers' perceived readiness

Denni Arli*, Lay P. Tan, Fandy Tjiptono, Lin Yang

*Corresponding author for this work

Research output: Contribution to journalArticle

17 Citations (Scopus)


Consumers' awareness of green products has increased in the last few years, but studies show that the demand for green products has been stagnant. The purpose of this study is to explore the roles of consumers' perceived readiness to be green and subsequently, how readiness to be green affects consumers' purchase intention towards green products in an emerging market, Indonesia. A total of 916 survey responses were collected in three universities, two major shopping malls and several housing areas in Yogyakarta, Indonesia. The findings reveal that consumers' attitude (ATT), subjective norm, perceived behavioural control (PBC), pro-environmental self-identity (PEI), ethical obligation and consumers' readiness to be green are the determinants of intention to purchase green products. Consumers' readiness to be green mediates the effects of ATT, PBC, PEI and perceived sense of responsibility on purchase intention. The study provides further insights into the discrepancy between professed positive attitudes towards the environment and the slow uptake of green behaviour in an emerging market.

Original languageEnglish
Pages (from-to)389-401
Number of pages13
JournalInternational Journal of Consumer Studies
Issue number4
Early online date6 Mar 2018
Publication statusPublished - Jul 2018


  • Consumer green perceptions
  • Green attitude-behaviour
  • Green marketing
  • Readiness to be green
  • Theory of Planned Behavior

Fingerprint Dive into the research topics of 'Exploring consumers' purchase intention towards green products in an emerging market: The role of consumers' perceived readiness'. Together they form a unique fingerprint.

Cite this