Antecedents of Attitude Toward Green Products and its Impact on Purchase Intention

The lack of information related to green consumption behaviour becomes an obstacle to both local and international markets in developing their marketing strategy to promote green products. Therefore, it is fundamental to recognize green behaviour of consumers through their purchase intention towards green products, considering that this trend is quite new for them. The purpose of the study is to examine the relationship between three antecedents of attitude towards green products, namely, eco-label, environmental concern and peer pressure, as well as to analyse their influence to consumer's purchase intention. In this study, the Theory of Reasoned Action (TRA) is used as theoretical research framework. This study investigates the green products, particularly on the ready to drink (RTD) beverage products in a paperboard package certified by Forest Stewardship Council (FSC). The data were collected from 386 respondents in Malang, Indonesia. The findings of this study signified that eco-label, environmental concern and peer pressure have a significant positive impact on the attitudes towards green products. Moreover, this attitude also has a positive impact on green products purchase intention.