The Influence of Ecological Knowledge and Product Attributes in Forming Attitude and Intention to Buy Green Product

Abstract

Air-Conditioning of non-Chloro Flour Carbon (AC of non-CFC)) is one of the products categorized as green product. In this context, consumer will consider ecological knowledge as a one of an importance variable in influencing the buying process of this product. Moreover, functional and emotional attribute are next variables as part of product attributes considered importance by consumer in deciding to buy the product. This study investigated the influence of ecological knowledge and product attributes (functional and emotional attributes) on attitude and intention to buy the product. Convenience sampling technique was used to collect 200 consumers who intend to buy AC of non-CFC in Surakarta, Indonesia. Structural equation model was chosen to elaborate the linkage among of variables. The result indicates that attitude toward green product is positively influenced by ecological knowledge. Besides that, functional attribute and emotional benefit were found to influence the intention to buy this product. In this study, the results were not significant, also discussed. Furthermore, the study also revealed the implications both from theoretical and practical aspects, as well as the possibility to do the advance studies.