CONSPICUOUS GREEN PURCHASE INTENTION: THE MEDIATING ROLE OF CONSUMER ETHICS AND CONSPICUOUS CONSUMPTION

Lawrence W.T. Lo 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Consumer ethics (CE) is defined by Muncy and Vitell (1992) as the moral standards to guide consumers’ behaviors in obtaining and disposing of goods and services. Regarding ethical issues, consumers have concerns on human, animal or environmental welfare (Gregory-Smith, Smith, & Winklhofer, 2013). As Liu, Yang, and Zeng (2015) describe, unethical consumer behavior (UCB) may cause underlying damage to society, reflecting the dysfunctional, dark or sinister side of consumer behavior. In consumer ethics literature, early studies focus on discussing the dark side of consumer behavior or unethical consumer behavior (UCB), such as returning goods you damaged, taping a movie off the television, shoplifting, etc. (Vitell & Muncy, 2003), counterfeit consumption (Tang, Tian, & Zaichkowsky, 2014; Wilcox, Kim, & Sen, 2009). In last few decades, more attention has been given to the study of the bright side, for instance, green purchase (e.g., Lee, 2008 & 2009; Chan, 2008); sustainable consumption (Lee, 2014), or fair trade (Chatzidakis, Kastanakis, & Stathopoulou, 2016). Within the studies on the bright side of consumer ethics, some of them investigate consumers’ attitude towards green purchase and its relationship with green purchase intention and behavior (e.g., Chai & Chen, 2009; Chen & Chai, 2010; Cherian & Jacob, 2012; Han, Hsu, & Lee, 2009; Vermeir & Verbeke, 2006). Among these studies, the semantic-differential scale of attitudes towards green purchase (AGP) developed by Taylor and Todd (1995) is more commonly adopted (e.g., Chai & Chen, 2009; Chan, 2001, Chen & Chai, 2010; Mostafa, 2006 & 2007). This AGP scale contains three items, namely i) I dislike/like the idea of purchasing green products, ii) Purchasing green products is a bad/good idea, and iii) I have a/an unfavourable/favourable attitude towards purchasing a green version of a product. Some other studies on the bright side of consumer ethics investigate consumers’ intention to purchase different green products, such as organic skin/hair care product (Kim & Chung, 2011), organic food (Paul & Rana, 2012), the relationship between environmental concern and green products purchase (Kangun, Carlson, & Grove, 1991), ecologically packaged products purchase (Schwepker & Cornwell, 1991) or organic vegetables (Sparks & Shepherd, 1992). There are several green purchase intention (GPI) scales asking if respondents will buy product of green version, less polluting for ecology or environmental concern (Chan 2001; Chen & Chang, 2012; Taylor & Todd, 1995). Vitell and Muncy (2005) develop a consumer ethics scale with four categories of (un)ethical consumer behaviors, they are i) ethical consumer behaviors (i.e., recycling and doing good), ii) unethical consumer behaviors (i.e., actively benefiting from illegal activities [e.g., returning damaged goods when the damage was your own fault]; passively benefiting at the expense of others [e.g., lying about a child’s age to get a lower price], iii) questionable but generally legal practices [e.g., using a coupon for merchandise you did not buy], and iv) no harm/no foul activities [e.g., returning merchandise after buying it and not liking it]. In this scale, the ‘recycling’ and ‘doing good’ categories are similar to the Taylor and Todd’s (1995) AGP scale. It is quite surprising that there seems no research putting them together in studying green purchase intention. This conceptual paper attempts to fill this research gap. Conspicuous consumption, another type of consumption, also reveals some aspects of consumer ethics. It has been clearly defined that conspicuous consumption involves extravagant consumption (Veblen, 1899/1915), purchase of luxury goods (e.g., O’Cass & Frost, 2002; Shukla, 2008) or scarce products (Gierl & Huettl, 2010) to display wealth or to demonstrate personal taste (e.g., Blumer, 1969; Bourdieu, 1979/1984; Trigg, 2001). Extant literature illustrates that some terms are associated with conspicuous consumption behavior, such as ‘materialism’ (e.g., Podoshen, Li, & Zhang, 2011), ‘unnecessary expenses’ (e.g., Veblen (1899/1915), ‘conspicuous waste’ and ‘overconsumption’ (e.g., Carr, Gotlieb, Lee, and Shah, 2012; Chaudhuri, Mazumdar, & Ghoshal, 2011), ‘luxury consumption’ (Kwek & Lee, 2013), and ‘conspicuous taste’ (Bourdieu, 1979/1984). A relatively more complete scale of conspicuous consumption orientation developed by Chaudhuri et al. (2011) contains 12 items, which explicitly covers all items related to wealth, status and taste. With a closer look on the definition and the terms to describe conspicuous consumption, it is not hard to find out explicit remarks or implicit comments that various kinds of conspicuous consumption can be unethical, creating negative impacts in economical, socio-culturally and environmental contexts. First, conspicuous consumption can be a waste of economic resources. For instance, in conspicuous consumption feasting in Chinese communities, ordering more foods than enough would create wastes. Besides, conspicuous consumption is associated with impulse/impulsive buying (Zhang & Shrum, 2009). In modern economies with higher materialism, conspicuous consumption is highly related to expenditures of visible goods like high fashion clothing (O’Cass, 2001), jewelry, cars (Bloch, 1981; Charles, Hurst, & Roussanov, 2009), housing or mobile phones (Spero & Stone, 2004). Impulsive conspicuous consumption of new fashion in every season is another type of consumption creating more wastes. Second, conspicuous consumption can be harming to environment. For example, to demonstrate wealth or status, some people eat endangered species or killing wild animals, e.g., shark fin (Eriksson & Clarke, 2015), monkey or turtle. conspicuous consumption of clothing, ornaments or decorative items made of endangered species (e.g., ivory from elephant, skin from fox are also harming the nature. Given the ethical feature of conspicuous consumption is obvious, it is surprising that ethical issues of conspicuous consumption have yet been discussed prominently. Moreover, seldom of the studies in conspicuous consumption or CE discuss the bright side of conspicuous consumption. In fact, some types of consumption can be ethical and conspicuous. For instance, Griskevicius, Tybur, and Van den Bergh (2010), when they study conspicuous conservation, they prove that status competition can help promote pro-environmental behavior. Alike, Sexton and Sexton (2014) reveal the green buying of energy saving vehicles. There are in fact more examples of ethical and conspicuous consumption, like consumption of eco-friendly clothing, accessories or dining, etc. In this regard, if there are more conspicuous and green consumptions, e.g., eco-friendly vehicles, decoration material, clothing or cuisines, conspicuous consumption can facilitate the development of a greener and harmonious societies on the contrary. Nowadays, amid the proliferation of environmental protection ideology, more consumers are willing to have green purchase. If the purchases are also ‘socially visible’, we may call them as ‘conspicuous green purchase’. Following this logic, if consumers have a higher tendency in consumer ethics and conspicuous consumption, they may have a higher green purchase intention (GPI). This proposition may be particularly valid for branded fashion, visible consumer electronics, or vehicles. In conspicuous GPI, consumers can show off their wealth, fashion taste and conservation virtue through displaying green products or green purchase publicly. Recently, a sustainable consumption report published by the Consumer Council in Hong Kong (Consumer Council, 2016) reveals that Hong Kong people has a high level of awareness and purchase intention of sustainable products, but they have a low level in action taking. In this regard, perhaps, the conspicuousness in the consumption of green products can be an additional motivation to enhance consumers' purchase intention. Surprisingly, there seems no research to explore to find out the mediating effect of conspicuous consumption on the relationship between AGP and GPI. This conceptual paper tries to fill this research gap. To sum, this conceptual paper aims to explore the relationship between these four constructs, attitudes towards green purchase (AGP), consumer ethics (CE), conspicuous consumption (CC) and conspicuous green purchase intention (CGPI). More specifically, this paper tries to examine the mediating effects of CE or CC on the relationship between AGP and CGPI. Considering the discussion above, the following propositions are generated. P1: A person with positive AGP tends to have a higher CGPI than a person with negative AGP. P2: A person with a higher CE orientation (recycling and doing good) and positive AGP tends to have a higher CGPI than a person with a lower CE orientation. P3: A person with a higher CC orientation and positive AGP tends to have a higher CGPI than a person with a lower CE orientation. This conceptual paper has both theoretical and practical implications. It helps integrate four constructs, namely attitudes towards green purchase, consumer ethics, conspicuous consumption and green purchase intention in one study, building better theories in these areas. This paper also helps marketers of green products to pay more attention to the market segment that consumers are both ethical and conspicuous consumption oriented, hence conveying more appropriate promotion messages and selecting right channels of distribution. Finally, more green purchase would help us to make better societies with higher moral standard in consumption.

나르시시즘이 친환경 제품 구매의도에 미치는 영향: 물질주의와 친환경 과시성의 이중매개효과와 독특함에 대한 욕구의 조절효과

이희정 한국기업경영학회 2024 기업경영연구 Vol.31 No.4

친환경 소비에 대한 관심이 높아짐에 따라 기업에서도 소비자의 관심과 니즈를 만족시킬 친환경 제품의 생산 및 판매의 필요성이 높아지고 있다. 본 연구는 친환경 소비를 보다 활성화 시키고 적극적으로 확대하기 위해 기 존 환경주의적 관점에서 벗어나 물질주의 측면에서 소비자에게 친환경 소비의 매력을 소구하는 것이 필요하다 는 관점에서 이루어졌다. 물질주의에 영향을 주는 선행요인으로 나르시시즘을 확인하고, 나르시시즘이 물질주의 와 친환경 과시성에 미치는 긍정적 영향을 살펴보고자 한다. 이를 나르시시즘과 친환경 구매의도의 관계에서 물 질주의와 친환경 과시성이 가지는 이중 매개효과 검증을 통해 확인하고자 한다. 또한 친환경 과시성이 친환경 구매의도에 영향을 주는 과정에서 소비자의 독특함에 대한 욕구가 조절적 영향을 가질 것임을 검증하고자 한다. 이를 위해 본 연구에서는 242명에 대한 온라인 조사를 수행하였으며, SPSS 22.0과 PROCESS v.3.1을 이용하여 분석하였다. 그 결과 첫째, 나르시시즘이 친환경 구매의도에 미치는 영향에 물질주의와 친환경 과시성이 완전이 중매개효과를 가지는 것을 확인하였다. 둘째, 나르시시즘과 물질주의는 각각 친환경 구매의도에 정의 영향을 주 는 것을 확인하였다. 셋째, 친환경 과시성이 친환경 구매의도에 미치는 영향은 독특함에 대한 욕구가 클수록 커 지는 것을 확인하였다. 이와 같은 연구결과를 바탕으로 친환경 소비의 활성화를 위해 친환경 제품의 자기애적 요소, 과시적 요소를 부각시켜 소구할 필요가 있으며 이러한 구매욕구의 자극전략에서 일반적 기존 제품 대비 친환경 제품의 독특함을 여러 가지 제품 요소에서 구현하는 것이 필요함을 알 수 있다. As the interest in green consumption increases, the need for companies to produce and sell green products that satisfy consumers' interests and needs is increasing. This study was conducted from the perspective that in order to further activate and actively expand green consumption, it is necessary to appeal to consumers about the attractiveness of green consumption from the perspective of materialism, moving away from the existing environmentalist perspective. This study would like to identify narcissism as an antecedent factor affecting materialism and examine the positive impact of narcissism on materialism and green conspicuousness. This study would like to confirm this by testing the double mediating effect of materialism and green conspicuousness in the relationship between narcissism and green purchase intention. In addition, this study aim to verify that consumers' desire for uniqueness will have a moderating influence in the process of green conspicuousness influencing green purchase intention. For this purpose, this study conducted an online survey of 242 people and analyzed it using SPSS 22.0 and PROCESS v.3.1. As a result, first, it was confirmed that materialism and green conspicuousness had a full double mediating effect on the effect of narcissism on green purchase intention. Second, it was confirmed that narcissism and materialism each have a positive influence on green purchase intention. Third, it was confirmed that the impact of green conspicuousness on green purchase intention increases as the desire for uniqueness increases. Based on these research results, it is necessary to highlight the narcissistic and conspicuous elements of green products in order to promote green consumption. Furthermore, it can be seen that in this strategy of stimulating purchase desire, it is necessary to embody the uniqueness of green products compared to general existing products in various product elements.

對綠色標籤的認識對環境意識、態度和購買意圖的影響的研究 -以上海在校大學生為例-

전준양,이영숙 인문사회 21 2022 인문사회 21 Vol.13 No.2

A Study on the Effects of Green Label Perception onEnvironmental Awareness, Attitude, and Purchase Intention-In the Case of College Students in Shanghai-Tian Junyang & Youngsook Lee Abstract: This paper investigates the impact of green label awareness on environmental awareness, attitudes, and purchase intentions. For research purposes, from June 20 to July 15, 2021, college students living in Shanghai, China were selected as a survey sample by answering questionnaire online. The questionnaires involved the recognition and attitude of green label, environmental awareness, environmental attitude and purchase intention of green label fashion products, and the collected results were analyzed using SPSS 26 and AMOS 26 programs. A total of 350 questionnaires were distributed, and 348 were used for the final study and analysis. The analysis results are as follows. First. the recognition of green label had a positive (+) impact on environmental awareness, green label attitude and purchase intention of green label fashion products. Second, environmental awareness had a positive (+) effect on attitude towards green label and purchase intention of green label fashion products. Third, attitude towards green label had a positive (+) effect on purchase intention of green label fashion products. Through the conclusion of this study, it can provide a theoretical basis for the development of the green fashion industry. Key Words: Green Label, Environmental Awareness, Environmental Attitude, Environmental Recognition, Purchase Intention 對綠色標籤的認識對環境意識、態度和購買意圖的影響的研究-以上海在校大學生為例-田 俊 陽*ㆍ李 英 淑** 摘要: 本論文對綠色標籤的認識對環境意識、態度和購買意圖的影響進行了研究,爲了達到研究目的,在2021年6月20日至7月15日期間,以居住在中國上海的大學生爲對象,以網上應答的方式進行了問卷調查。問卷內容涉及綠色標籤的認識和態度,環境認識、環境態度和綠色標籤時尚產品的購買意圖,收集的問卷使用SPSS26及AMOS26程序進行分析。問卷共分發了350份,其中348份用於最終研究和分析。 分析結果如下。第一,對綠色標籤的認識對環境意識、對綠色標籤的態度以及綠色標籤時尚產品的購買意圖產生了正(+)的影響。第二,環境意識對綠色標籤的態度和綠色標籤時尚產品的購買意圖產生了正(+)的影響。第三,對綠色標籤的態度對綠色標籤時尚產品的購買意圖產生了正(+)的影響。通過本研究的結論,可以爲綠色服裝產業的發展提供理論依據。 關鍵詞: 綠色標籤、環境意識、環境態度、環境認識、購買意圖 □ 接受日: 2022年 3月 1日, 修正日: 2022年 3月 18日, 揭載確定日: 2022年 4月 20日* 主著者, 東明⼤學校 Fashion Design 學科 在讀博士(First Author, Doctoral Course, Tongmyong Univ., Email: 1987491475@qq.com)** 交信著者, 東明⼤學校 Fashion Design 學科 敎授(Corresponding Author, Professor, Tongmyong Univ., Email: young@tu.ac.kr)

그린 구매 의도에 미치는 영향요인에 관한 연구

문선정(Sun-Jung Moon),이수형(Soo-Hyung Lee) 한국환경교육학회 2012 環境 敎育 Vol.25 No.3

The purpose of this study is to propose a new concept (perceived green value, green brand image, perceived green risk, green trust) of green marketing in its environmental aspects, and analyse their relationships to confirm what effect they might on green purchase intention. This study also identifies a moderating role of consumer’s psychological factors (perceived consumer effectiveness, faith in others) in relationship between green trust and green purchase intention and provide some important implications for consumer education. The results of this study are as follows; First, enhancing green trust of consumers can increase their green purchase intention. Second, perceived green value and green brand image have a positive effect on the green purchase intention through green trust, whereas perceived green risk does not. Finally, the results also confirm that perceived consumer effectiveness and faith in others have a moderating effect on the links between green trust and green purchase intention.

Factors Affecting Intention to Purchase Green Products in Vietnam

NGUYEN, Thi Kim Chi,NGUYEN, Dat Minh,TRINH, Van Thien,TRAN, Thi Phuong Diu,CAO, Tuan Phong Korea Distribution Science Association 2020 The Journal of Asian Finance, Economics and Busine Vol.7 No.4

The study aims to assess factors affecting intention to purchase green products in Vietnam. The study employs samples from customers who have actually experienced green consumption in Vietnam. The samples were collected by convenient sampling methods. The survey obtained 206 responses with full information. The survey was conducted from October 2019 to January 2020. The measurement scale was a 5-point scale with 1- completely disagree and 5- strongly agree. This study employs factor analysis and structural equation modelling analysis. The results showed that the social and environment sustainability awareness have positive effects on altruism of customers who are interested in green consumption. Altruism also has the same direction on green purchase intention. Besides, the attitude toward buying green and health consciousness affects green purchase intention. At the same time, the altruism and attitude towards buying green products also influence positively on green purchase intention. Besides, the health consciousness positively affects attitude towards buying green products. The results show that the health consciousness has a negative impact on intention to purchase green products. The findings suggest that it is necessary to raise customers' health consciousness, customers' altruism from disseminating knowledge about environmental protection as well as society to enhance the green consumption in Vietnam.

Factors influencing consumers’ purchase intention of green sportswear

남창현,Huanjiao Dong,이영아 한국의류학회 2017 Fashion and Textiles Vol.4 No.1

The purpose of this study was to examine consumers’ purchase intention for green sportswear by investigating the effects of their expectation, perception, subjective norm, perceived behavior control, and attitude on purchasing green sportswear. The study further investigated differential influences towards purchase intention for green sportswear between non-green and green product users. A within-subjects research design was used to empirically test our conceptual model, which was expanded from the theory of planned behavior by adding two additional predictors (expectation and perception). An online survey was conducted with a nationwide convenience sample of U.S. consumers whose ages ranged from 18 to 74 years, and a total of 542 usable responses were obtained. The results of the overall model testing confirmed the significant effects of expectation, perception, subjective norm, and attitude on consumers’ purchase intention for green sportswear. The findings from the comparative model testing indicated significant differences between non-green and green product users in terms of the effects of expectation and perceived behavior control on participants’ green sportswear purchase intention. The outcomes of this study offer useful insights for developing effective strategies for consumers to generate more positive perception, expectation, and attitude towards purchasing green sportswear. This study also suggests potential ways for apparel retailers to develop effective marketing strategies for this sportswear segment to satisfy the values of potential customers.

그린워싱 및 그린 구매의도: 그린 구전과 그린 위험 지각의 매개 역할

Wanjun Gu,임형록 사단법인 한국융합기술연구학회 2023 아시아태평양융합연구교류논문지 Vol.9 No.4

As environmental problems become more and more serious, customers are increasingly likely to buy eco-friendly goods. However, many businesses want to attract them to buy products by greenwashing. This research investigated the connection between greenwashing and green purchase intention by the mediating impacts of green word of mouth and green perceived risk. This study employs the questionnaire survey method to collect data from 556 participants who purchased energy-efficient appliances in China. Through the analysis, we obtained the following conclusions. First, greenwashing has a negative impact on green word of mouth. Second, greenwashing has a positive impact on green perceived risk. Third, greenwashing has a negatively impacts on green purchase intentions. Fourth, green word of mouth has a positive impact on green purchase intentions. Fifth, green perceived risk has a negatively impacts on green purchase intentions. This research find that it is essential to reduce all forms of misinformation and increase the reliability and credibility of green messages so that companies can increase their customers' green purchase intentions. In addition, by engaging in green marketing, businesses must prevent overpromising. Reducing greenwashing can improve green word of mouth and reduce green perceived risk, eventually, green purchase intentions. 환경 문제가 갈수록 심화되면서 친환경 상품 구매에 대한 소비자의 욕구와 가능성은 점차 증가하고 있다. 한편, 많은 기업은 제품의 판매하기 위해 그린워싱을 통해 소비자들을 끌어들이기를 희망한다. 본 연구에서는 그린 구전 및 그린 위험 지각의 매개 효과를 통해 그린워싱과 그린 구매의도의 상관관계를 연구하였다. 본 연구는 설문조사를 통해 중국 내에서 고효율 전기제품을 구매한 소비자 데이터 556개를 수집하였다. 분석을 통해 도출된 결론은 다음과 같다. 첫째, 그린워싱은 그린 구전에 부정적인 영향을 미친다. 둘째, 그린워싱은 그린 위험 지각에 긍정적인 영향을 미친다. 셋째, 그린워싱은 그린 구매의도에 부정적인 영향을 미친다. 넷째, 그린 구전은 그린 구매의도에 긍정적인 영향을 미친다. 다섯째, 그린 위험 지각은 그린 구매의도에 부정적인 영향을 미친다. 본 연구의 결과는 기업이 소비자의 그린 구매의도를 높이기 위해서는 모든 형태의 잘못된 정보를 줄이고 그린 메시지에 대한 신뢰도를 높이는 것이 필수적임을 증명했다. 또한, 그린 마케팅에 참여하는 기업들은 과도한 약속을 자제해야 한다. 이러한 방법을 통해 그린워싱을 감소시키면, 그린 구전을 개선하고 그린 위험 지각을 감소시킬 수 있으며, 이는 결국 그린 구매의도를 감소하게 만들 것이다.

The Influence of Green Marketing Strategies of Chinese Fashion Companies on Brand Image and Purchase Intention of Consumers based on Green Attitudes

Junyang Tian,이영숙 사단법인 미래융합기술연구학회 2020 아시아태평양융합연구교류논문지 Vol.6 No.10

This study explored the impact of green marketing strategies under the intermediary role of green attitudes implemented by Chinese fashion companies on brand images and consumers’ purchase intentions. A survey was conducted among selected college students in Shanghai to identify the relationship between green marketing, green attitudes, brand image, and purchase intention in relation to fashion companies and their products. The SPSS 24 was used to analyze the relationship between variables via factor analysis, reliability analysis and confirmatory factor analysis: CFA, Correlation analysis and other series of analyses. It also used the AMOS 24 to establish a structural equation model (structural equation model: SEM) for verification. A total of 300 responses to the questionnaires were recovered, and 290 of them were used for final research and analysis. The results showed that under the intermediary effect of green attitudes, the green marketing 4P strategy of fashion companies has a positive impact on corporate brand images and consumers’ purchase intentions. The purchase intention of green fashion products and the green fashion brand images have a positive effect on each other. The results show that under the condition of similar brand images, when companies formulate green marketing strategies, efforts related to influencing consumers' green attitudes can more promote the generation of green behaviors.

Exploring the Influence of Green Product Attributes on Consumer Perceived Value and Purchase Intention: Taking Green Household Appliances as an Example

Cuijing Liang,딩장민,이언승 한국무역연구원 2024 무역연구 Vol.20 No.2

Purpose – This study takes green household appliances as an example to investigate how green product attributes impact consumers’ perceived value and purchase intention. It further explores the moderating role of consumer innovativeness and mediating role of perceived value. Design/Methodology/Approach – The research participants were 259 Chinese consumers, whose relevant data were collected through a questionnaire survey. The data analysis was performed with structural equation modeling using SmartPLS. Findings – The results indicate that green products’ core (functional and value-for-money) and peripheral (emotional and social) green attributes both positively influence consumer perceived value, which, in turn, positively affects their purchase intention. Perceived value plays a positive mediating role between green product attributes and consumer purchase intention. However, the moderating effect of consumer innovativeness is not significant. Research Implications – First, this study explores the impact of green product attributes on consumer purchase intention from multiple dimensions, enriching empirical research on green product attributes. This provides a theoretical foundation for enterprises to strategically implement green product marketing strategies. Furthermore, based on the research findings, we recommend that relevant enterprises emphasize green product and technology research and development, guiding consumers toward environmentally friendly purchasing behavior with targeted approaches. This, in turn, will lead to ongoing development of the green market and green consumption.

환경가치와 소비자의 녹색제품 지식이 태도와 구매의도에 미치는 영향

소만령 ( Xiao Man Ling ),서철승 ( Seo Cheol Seung ),이동명 ( Lee Dong Myung ) 한국경영공학회 2021 한국경영공학회지 Vol.26 No.2

Purpose The objective of this study is to explore the influence of environmental values and consumer knowledge of green products on the attitude toward green products and the purchase intentions of green products. Methods By studying the relevant literature, based on the VBN theory, this paper constructs the effect model and proposes assumptions. Based on 550 valid questionnaires of 568 issued survey questionnaires, by using SPSS25.0 and statistical knowledge, the reliability, validity, correlation and regression analysis of the survey questionnaire are performed to analyze. Results According to analyze results, environmental value and consumer knowledge of green products were related to attitude and green purchase intention, environmental values partially give positive effects to attitude and green purchase intention. In addition, consumer knowledge of green products has effect to attitude and green purchase intention. consumer’s attitude on the green products have a significant impact on the green purchase intention. Conclusion The following conclusions are draw: to improve individual green purchase intention recommendations from national, businesses and consumer perspective.