Persepsi Konsumen tentang Greenpreneurial Orientation dan Green Purchase Intention

Maria Yosephine Dwi Hayu Agustini, Anastasia Posmaria Setiasiwi Sitohang, Sentot Suciarto Athanasius, R. Bowo Harcahyo, Berta Bekti Retnawati


Intensifying consumers’ green lifestyle has created consumer intention to purchase a green product or a product from a green orientation company. Such green purchase intention has motivated companies also to be greenpreneurial orientation. This research aims to understand consumers’ perception of greenpreuneurial orientation and green purchase intention, as well as to confirm their relationship. The research addresses those who bought a green product from a company. Data was gathered using google forms distributed online at the predetermined time. The questionnaire comprising questions on greenpreneurial orientation and green purchase intention resulted in 114 complete questions. A structural equation model was applied to identify the perception of greenpreuneurial orientation and green purchase intention, and regression was used to test their relationship. The result shows that a company with a greenpreneurial orientation refers to a qualified organization that produces green products and communicates it’s green. Meanwhile, green purchase intention refers to the preference for green products, greenpreneurial orientation company, and participation in green actions. The research also confirms that greenpreneurial orientation significantly influences green purchase intention. To increase consumers’ intention to purchase green products, companies must communicate their green orientation and involve them in green actions.


Anderson, W. T., Cunningham, W. H., Anderson, W. T., & Cunningham, W. H. (1971). The socially conscious consumer. Journal of Marketing, 36(3), 23-31.

Berkowitz, L., & Lutterman, K. G. (1968). The traditional socially responsible personality. Public Opinion Quarterly, 32(2), 169–185.

Boztepe, A. (2013). Green marketing and its impact on consumer buying behavior. European Journal of Economic and Political Studies, 2(12),(1), 61-64.

Carrete, L., Castaño, R., Felix, R., Centeno, E., & González, E. (2012). Green consumer behavior in an emerging economy: confusion, credibility, and compatibility. Journal of Consumer Marketing, 29(7), 470–481.

Chen, Y. S., & Chang, C. H. (2012). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502–520.

Esen, M., & Yuksel, T. (2013). Experimental evaluation of using various renewable energy sources for heating a greenhouse. Energy and Buildings, 65, 340–351.

Fatoki, O. (2019). Green entrepreneurial orientation and firm performance in South Africa. Entrepreneurship and Sustainability Issues, 7(1), 247–262.

Guo, Y., Wang, L. F., & Chen, Y. (2020). Green entrepreneurial orientation and green innovation: The mediating effect of supply chain learning. SAGE Open, 10(1).

Haery, D. F. A., Dehaghi, D. M. R., & Yazdani, A. (2013). Effect of green marketing on consumer purchase intentions with regard to the company’s image as a mediator in the retail setting case study: The customers of Naghshe-e Jahan Sugar Company. International Journal of Academic Research in Business and Social Sciences, 3(11), 442–452.

Hello, G. M., & Al Momani, N. M. (2014). Green marketing and its relationship to the purchase decision: An empirical study on students from King Abdul Aziz University in Jeddah. Journal of Arts, Science & Commerce, 5(2), 121–130.

Huang, Y. C., Yang, M., & Wang, Y. C. (2014). Effects of green brand on green purchase intention. Marketing Intelligence and Planning, 32(3), 250–268.

Keni, K., Asali, A., Teoh, A. P., & Muthuveloo, R. (2020). Factors influencing green purchase intention. Proceedings of the 2nd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2020), 478, 1015–1022.

Khojastehpour, M., & Johns, R. (2014). The effect of environmental CSR issues on corporate/brand reputation and corporate profitability. European Business Review, 26(4), 330–339.

Kumar, P., & Ghodeswar, B. M. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence and Planning, 33(3), 330–347.

Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for environmentally friendly products. Journal of Consumer Marketing, 18(6), 503–520.

Lee, Z. M., & Yazdanifard, R. (2014). The review of different aspects of online advertising; advantages and disadvantages. May, 1–7.

Papanagiotou, P., Tzimitra-Kalogianni, I., & Melfou, K. (2013). Consumers’ expected quality and intention to purchase high quality pork meat. Meat Science, 93(3), 449–454.

Suki, N. M. (2015). Green product purchase intention: impact of green brands, attitude, and knowledge. Emerald, 1–7.

Tsarenko, Y., Ferraro, C., Sands, S., & McLeod, C. (2013). environmentally conscious consumption: The role of retailers and peers as external influences. Journal of Retailing and Consumer Services, 20(3), 302–310.

Wahid, N. A., Rahbar, E., Shyan, T. S., & Ramayah, T. (2011). Relationship between environmental volunteers’ demographic characteristics and their green purchase behaviour: Evidence from Penang (Malaysia). International Journal of Global Environmental Issues, 11(3–4), 299–309.

Pages: 444-453
Views: 44
Downloads: 82



JMBR Editorial Office: PPM School of Management, Jl. Menteng Raya 9-19 Jakarta 10340 Phone: 021-2300313 ext 2354

View My Stats


JMBR is using CC BY License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.