Exploring How Green Perceived Value and Brand Knowledge Shape Consumers Intention to Buy Eco-Friendly Products through Green Attitude
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Published:
Nov 30, 2025
Keywords:
Attitude Toward to Purchasing Green Product, Green Perceived Value, Green Product Knowledge, Purchase Intention to Buying Green Product, SEM-PLS
Section
Economy
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Abstract
This study examines the influence of Green Perceived Value (Functional, Conditional, Social, and Emotional Values), Green Product Knowledge, and Attitude Toward Purchasing Green Products on Purchase Intention toward Green Products among consumers in the Greater Palembang Area. Using a quantitative approach, data were collected from 200 respondents who had purchased green products, analyzed through SEM-PLS. The results show that Functional Value, Conditional Value, Emotional Value, and Green Product Knowledge positively affect Attitude Toward Purchasing Green Products, while Social Value has no significant impact. Attitude also positively influences Purchase Intention. These findings support previous studies and confirm the relevance of the Green Perceived Value (GPV) theory. The study contributes to theory and practice by highlighting the importance of emphasizing functional, emotional, and promotional benefits of green products through effective marketing communication and environmental education. Future research should expand the geographic scope and include Word of Mouth (WOM) to better understand social influences on green purchasing behavior
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How to Cite
Panjaitan, R. ., Najib, A. K. ., Rahayu, G. . and Shalahuddin, M. (2025) “Exploring How Green Perceived Value and Brand Knowledge Shape Consumers Intention to Buy Eco-Friendly Products through Green Attitude”, Jurnal Mantik, 9(3), pp. 991-1000. doi: 10.35335/mantik.v9i3.6744.
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Sangroya, D., & Nayak, J. K. (2017). Factors influencing buying behaviour of green energy consumer. Journal of Cleaner Production, 151, 393–405. https://doi.org/10.1016/j.jclepro.2017.03.010
Suki, N. M. (2016). Green product purchase intention?: impact of green brands , attitude , and knowledge. British Food Journal, 118(12), 2893–2910. https://doi.org/10.1108/BFJ-06-2016-0295
Sun, Y., & Wang, S. (2021). Understanding consumers ’ intentions to purchase green products in the social media marketing context. Asia Pacific Journal of Marketing, November 2019. https://doi.org/10.1108/APJML-03-2019-0178
Tan, C. N.-L., Ramayah, T., & Coventry, A. O. (2019). Determinants of green product buying decision among young consumers in Malaysia. Young Consumers: Insight and Ideas for Responsible Marketers, 20(2). https://doi.org/10.1108/YC-12-2018-0898
Tripathi, P., & Pandey, P. N. (2017). A novel alignment-free method to classify protein folding types by combining spectral graph clustering with Chou ’ s pseudo amino acid composition. Journal of Theoretical Biology, 424, 49–54. https://doi.org/10.1016/j.jtbi.2017.04.027
Wang, D., Walker, T., & Barabanov, S. (2020). A psychological approach to regaining consumer trust after greenwashing?: the case of Chinese green consumers. Journal of Consumer Marketing, 37(6), 593–603. https://doi.org/10.1108/JCM-06-2019-3257
Woo, E., & Kim, Y. G. (2019). Consumer attitudes and buying behavior for green food products From the aspect of green. British Food Journal, 121(2), 320–332. https://doi.org/10.1108/BFJ-01-2018-0027
Chen, Y., & Chang, C.-H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502–520. https://doi.org/10.1108/00251741211216250
Ghozali, I. (2012). Aplikasi Analisis Multivariate dengan Program IBM SPSS. Universitas Diponegoro.
Göçer, A., & Sevil Oflaç, B. (2017). Understanding young consumers’ tendencies regarding eco-labelled products. Asia Pacific Journal of Marketing and Logistics, 29(1), 80–97. https://doi.org/10.1108/APJML-03-2016-0036
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis: A Global Perspective (Seventh Ed). Pearson.
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review, 26(2), 106–121. https://doi.org/https://doi.org/10.1108/EBR-10-2013-0128
Issock, P. B. I., Roberts-Lombard, M., & Mpinganjira, M. (2020). Modelling green customer loyalty and positive word of mouth Can environmental knowledge make the difference in an emerging market?? International Journal of Emerging Markets, 15(3), 405–426. https://doi.org/10.1108/IJOEM-09-2018-0489
Joshi, Y., Prasad, D., & Sangroya, D. (2021). Investigating consumers ’ green purchase intention?: Examining the role of economic value , emotional value and perceived marketplace influence. Journal of Cleaner Production, 328(April), 129638. https://doi.org/10.1016/j.jclepro.2021.129638
Kautish, P., & Sharma, R. (2019). Value orientation , green attitude and green behavioral intentions?: an empirical investigation among young consumers. Young Consumers, 20(4), 338–358. https://doi.org/10.1108/YC-11-2018-0881
Klabi, F. (2025). Social Sciences & Humanities Open Factors affecting green product purchase intention in an emerging country?: An empirical investigation. Social Sciences & Humanities Open, 11(December 2024), 101570. https://doi.org/10.1016/j.ssaho.2025.101570
Laureti, T., & Benedetti, I. (2018). Exploring pro-environmental food purchasing behaviour?: An empirical analysis of Italian consumers. Journal of Cleaner Production, 172, 3367–3378. https://doi.org/10.1016/j.jclepro.2017.11.086
Lin, J., Lobo, A., & Leckie, C. (2019). The influence of green brand innovativeness and value perception on brand loyalty: the moderating role of green knowledge. Journal of Strategic Marketing, 27(1), 81–95. https://doi.org/10.1080/0965254X.2017.1384044
Lingga, L. J., Yuana, M., Sari, N. A., Syahida, H. N., Sitorus, C., & Sharon. (2024). Sampah di Indonesia?: Tantangan dan Solusi Menuju Perubahan Positif. INNOVATIVE: Journal Of Social Science Research, 4(4), 12235–12247.
Louis, D., & Lombart, C. (2024). Impact of a corporate social responsibility message on consumers ’ sustainable behaviours and purchase intentions. Corporate Social Responsibility and Environmental Management, 31(1), 579–599. https://doi.org/10.1002/csr.2587
Mamun, A. Al, Fazal, S. A., Ahmad, G. Bin, Yaacob, M. R. Bin, & Mohamad, M. R. (2018). Willingness to Pay for Environmentally Friendly Products among Low-Income Households along Coastal Peninsular Malaysia. Sustainability, 10(5), 1–19. https://doi.org/10.3390/su10051316
Papista, E., & Dimitriadis, S. (2019). Consumer – green brand relationships?: revisiting bene fi ts , relationship quality and outcomes. Journal of Product & Brand Management, 28(2), 166–187. https://doi.org/10.1108/JPBM-09-2016-1316
Prakash, G., Sharma, S., Kumar, A., & Luthra, S. (2024). Heliyon Does the purchase intention of green consumers align with their zero-waste buying behaviour?? An empirical study on a proactive approach towards embracing waste-free consumption. Heliyon, 10(3), e25022. https://doi.org/10.1016/j.heliyon.2024.e25022
Safari, A., Salehzadeh, R., Panahi, R., & Abolghasemian, S. (2018). Multiple pathways linking environmental knowledge and awareness to employees’ green behavior. Corporate Governance, 18(1), 81–103. https://doi.org/10.1108/CG-08-2016-0168
Sangroya, D., & Nayak, J. K. (2017). Factors influencing buying behaviour of green energy consumer. Journal of Cleaner Production, 151, 393–405. https://doi.org/10.1016/j.jclepro.2017.03.010
Suki, N. M. (2016). Green product purchase intention?: impact of green brands , attitude , and knowledge. British Food Journal, 118(12), 2893–2910. https://doi.org/10.1108/BFJ-06-2016-0295
Sun, Y., & Wang, S. (2021). Understanding consumers ’ intentions to purchase green products in the social media marketing context. Asia Pacific Journal of Marketing, November 2019. https://doi.org/10.1108/APJML-03-2019-0178
Tan, C. N.-L., Ramayah, T., & Coventry, A. O. (2019). Determinants of green product buying decision among young consumers in Malaysia. Young Consumers: Insight and Ideas for Responsible Marketers, 20(2). https://doi.org/10.1108/YC-12-2018-0898
Tripathi, P., & Pandey, P. N. (2017). A novel alignment-free method to classify protein folding types by combining spectral graph clustering with Chou ’ s pseudo amino acid composition. Journal of Theoretical Biology, 424, 49–54. https://doi.org/10.1016/j.jtbi.2017.04.027
Wang, D., Walker, T., & Barabanov, S. (2020). A psychological approach to regaining consumer trust after greenwashing?: the case of Chinese green consumers. Journal of Consumer Marketing, 37(6), 593–603. https://doi.org/10.1108/JCM-06-2019-3257
Woo, E., & Kim, Y. G. (2019). Consumer attitudes and buying behavior for green food products From the aspect of green. British Food Journal, 121(2), 320–332. https://doi.org/10.1108/BFJ-01-2018-0027
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