Determining factors of the green products' buying intention: A case of Indonesia

Abstract

Determining factors of Indonesian green products' buying intention was an objective in this study. This research obtained primary data through a questionnaire-based survey with the target respondents were people who visited a supermarket in a city in Indonesia. A hundred responses were usable from 110 questionnaires distributed during data collection. Results showed that the regression model was well-validated, with an Adjusted R2 of 0.602. Two significant predictor variables of the Indonesian green products' buying intention were identified, i.e. the manufacturer's environment-related commitment, and the manufacturer's green product information.