Factors Considered by Indonesian Youth in Buying Green Product

  • Handyanto Widjojo Prasetiya Mulya, School of Business and Economics, Edutown, Indonesia
  • Bernardinus Realino Yudianto


Purpose : This study aim to understand factors considered by young consumers in Indonesia when buy green-products. Design/methodology : Descriptive quantitative approach is applied to this study. The respondents are 501 college students, chosen by convenient non-probability sampling through self-  ministered off-line and on-line survey. Then, the data is analyzed using factor analyses. Findings : Seven factors were identified in buying perceived green products. They are personal value, motivation (internal factors) and references, packaging, label, community, information at the outlet (external factors).
Research limitations : The object of the study, Indonesian youth were only taken from several leading universities in three major cities in Indonesia. In the future, definition about a perceived green product needs to be stated clearly. This is because a specific industry carries a unique definition regarding such product. Practical implications : Companies, green-concern institutions, educators and government can do better approach to the young consumers to stimulate green-product purchase by knowing the considered factors Social Implications : As a potential future actors, both as target market or marketers, Indonesian youth awareness on consuming green-products can positively contributes to build a pro-environmental lifestyle . Originality/value : This research provides derived etic findings as a fundamental knowledge about considered factors in Indonesian young consumers when buy greenproducts with various references framework.