Exploring the Attitude Towards Sustainability on the Adoption of Green Products

¹ Entrepreneurship Department, BINUS Business School, Bina Nusantara University, Indonesia
² Department of Technology Management, Universiti Teknikal Malaysia Melaka, Malaysia

^* Corresponding author: doni.syah@binus.ac.id

Abstract

This decade, sustainability issues have become a concern, marked by the presence of green products. In line with the problem phenomenon, the aim of this research is to examine the factors that support an attitude toward sustainability. There are three latent variables studied: consumer beliefs, subjective norms, and green awareness. This research employs a survey to gather knowledge about eco-friendly products that rely on renewable energy. Questionnaires distributed to respondents via online to collect quantitative data, then tabulated, screened, and processed using the SmartPLS tool. Data testing uses the Structural Equation Model approach, with two tests (PLS Algorithm and Bootstrapping). The model test results show that beliefs, subjective norms, and green awareness perceived by respondents have a positive relationship with attitudes toward sustainability. However, customer beliefs are not significant in influencing increasing attitudes towards sustainability. The research revealed a novel finding green awareness is not recommended as a mediation for subjective norms, but rather a goal achievement that is equivalent to an attitude towards sustainability. The study of consumer behavior towards eco-friendly products reveals the importance of understanding an attitude towards sustainability in promoting sustainable issues worldwide.