Middle-Class Customer’s Attribute Impacts on Purchasing Eco-Friendly Products Decision

Abstract

This study aims to determine how much attitude affects middle-class consumers’ purchase intentions and behavior when it comes to eco-friendly goods. Rising customer demand for eco-friendly products is encouraged by growing environmental awareness. When factors of attitude like knowledge, education, and financial situation are no longer barriers to customers’ intentions, whether customers can transfer their intention into actual purchase behavior, is the motivation of this study. The planned behavior theory strongly emphasizes how an individual’s attitude affects their ability to act on their intention to buy. To analyze these characteristics that affect middle-class customers in South Tangerang Indonesia, a quantitative study employing a survey is chosen as the research method. Partial Least Squares (PLS) are used to examine the relationship between attitude, customers’ purchase intention, and behavior. This study shows that although attitude may not be able to act or convert into actual behavior, it can still be a driving factor for purchasing intention. This study contributes to the development of planned behavior theory and the fields of customer research.

Keywords

• attitude
• purchase intention
• purchase behavior
• eco-friendly products
• middle-class customers