Determinants Of Green Purchasing Behaviour: With Green Products As Mediating Variables
Abstract
Purpose this study analyzes the influence of consumer attitude and personal norms on green purchasing behaviour, with green product attributes as a mediator. Methodology a quantitative survey was conducted with 83 consumers using accidental sampling. Data were analyzed with SPSS 26, including reliability, validity, regression, and Sobel mediation tests. Findings consumer attitude, personal norms, and green product attributes significantly and positively affect green purchasing behaviour. Green product attributes partially mediate the relationships between attitude and behaviour, and between norms and behaviour. The model explains 61.2% of behavioural variance. Limitations/Implications cross-sectional design and self-reported data from a limited sample restrict causal inference and generalizability. Future research should use longitudinal designs and diverse samples. Originality the study integrates psychological and product-perception theories, positioning green attributes as a key mediator in sustainable consumption, offering both theoretical and practical marketing insights.
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Copyright (c) 2026 Budi Syamtoro; Hamida Hunein; Ahmad Farabi
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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
