Factors affecting eco-friendly purchase intention: subjective norms and ecological consciousness as moderators

Figures & data

Figure 1. Proposed research model.

Table 1. Respondent’s demographic status

Respondent’s status		(N = 491)
		F	%
Age	Below 25 years	55	11.2
	25–35 years	210	42.8
	35–45 years	109	22.2
	45–55 years	98	20.0
	55 and above	19	3.9
Gender	Male	221	52.7
	Female	198	47.3
Education	Below Degree	112	22.8
	Degree	139	28.3
	pg degree	158	32.2
	Above PG	82	16.7
Occupation	Govt employee	152	31.0
	Private employee	195	39.7
	Business	60	12.2
	Home maker	52	10.6
	Students	32	6.5
Monthly income	Below 8 million IDR	57	11.6
	IDR 8 to 9.999	75	15.3
	IDR 10 to 11.999	190	38.7
	IDR 12 to 13.999	123	25.1
	IDR 14 and above	46	9.4

Table 2. Reliability and validity of the study

Dimensions	FL	CR (>0.6)	AVE (>0.5)	CA (>0.7)
Altruistic Values (Environmental Care) (AV)
I make extra efforts to buy recycled products.	0.724	0.847	0.651	.846
Due to ecological concerns, I have switched to other goods.	0.815
When choosing between two comparable goods, I pick the least damaging to other humans and the environment.	0.875
Egoistic Values (Health Concern) (EV)
To maintain my health, I select my food wisely.	0.833	0.873	0.698	.871
When purchasing a product, I constantly considered its health advantages.	0.762
I considered myself to be a health-conscious shopper.	0.906
Perceived Consumer Effectiveness (PCE)
I could preserve the environment by purchasing environmentally friendly goods.	0.875	0.842	0.642	.840
I believe I am competent in assisting in the resolution of environmental issues.	0.793
When I purchase goods, I attempt to think about how their usage will impact the ecology and other customers.	0.73
Eco-Friendly Attitude (EFA)
I think eco-friendly goods include less agrochemical.	0.764	0.889	0.730	.885
I think eco-friendly goods include eco-friendly packaging and labelling.	0.911
Eco-friendly goods are safer and healthier, they benefit everyone.	0.882
Perceived behaviour Control (PBC)
I am hoping to buy eco-friendly goods.	0.753	0.879	0.708	.840
I help the environment by buying eco-friendly goods.	0.893
I have the time, the money, and the desire to purchase eco-friendly goods.	0.873
Eco-Friendly Purchase Intention (EPI)
I will consider buying eco-friendly products since they will be less polluting in the future.	0.767	0.824	0.610	.823
I will explore switching to eco-friendly companies due to environmental concerns.	0.762
I like to spend more than the usual amount on environmentally friendly/sustainable products.	0.814

Note: Average variance extracted (AVE), factor loading (FL), Cronbach’s alpha (CA) and Composite reliability (CR).

Table 3. Convergent and discriminant validity

Constructs	AV	EV	PCE	EA	PBC	EPI
AV	(0.807)
EV	.127	(0.835)
PCE	.106	.155	(0.801)
EA	.409	.124	.234	(0.854)
PBC	.138	−.099	.201	.081	(0.841)
EPI	.139	−.101	.176	.231	.089	(0.781)

Table 4. Hypothesis results

Hypotheses	Path	β	p-value	Supported
H1a	AV—–> EA	.443	<0.001	Yes
H1b	AV—–> PBC	.141	<0.05	Yes
H2a	EV—–> EA	.044	<0.001	Yes
H2b	EV—–> PBC	.059	<0.05	Yes
H3a	PCE—–> EA	.137	<0.001	Yes
H3b	PCE—–> PBC	.142	<0.05	Yes
H4a	EA—–> EPI	−.014	<0.05	Yes
H5a	PBC—–> EA	.264	<0.001	Yes
H5b	PBC—–> EPI	.076	<0.05	Yes
Moderation Effect
Subjective norms	EA—–> EPI	.227	<0.001	Yes
	PBC—–> EPI	.177	<0.001	Yes
Eco-friendly Consciousness	EA—–> EPI	.132	<0.001	Yes
	PBC—–> EPI	−.078	>0.001	NO

Note: *: p < 0.05; ***: p < 0.001.

Figure 2. Hypothesis results.