Abstract:
Nowadays, the quality of the environment is worsening in many countries either develop or developing countries. Therefore, some organizations have promote green movement in order to fix the worsening environment. Since going green may seem to be the latest trend, the objective of this research is to understand the most influencing factor in green purchase behavior in order to boost green products purchasing in the market. This research comprises of one dependent variable (green purchase behavior) and six independent variables (environmental concern, environmental attitude, social influence, consumer beliefs, self-image, and perceived quality of green product). Quantitative survey was chosen as the method of this research with green consumers in Jakarta as the population, and purposive or judgmental technique as the sampling technique. By distributing online (Google Docs) and offline (paper) questionnaires, there are 321 valid data that analyzed by Structural Equation Modeling to test the hypothesis. This study is expected to give input for organizations or companies to encourage green purchase behavior for a better future. In conclusion, excluding the perceived quality factor, all of the independent variables influence green purchase behavior with 44.2% contribution (R2). From all factors, social influence is the most significant factor with a contribution of 0.517.
