Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute

Economics and Business

Quarterly Reviews

ISSN 2775-9237 (Online)

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, managemet journal
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open access

Published: 26 July 2021

The Impact of Psychological Factors on Consumer Green Purchase Behaviour: A Study of NoStrawMovement Campaign in KFC Greater Jakarta

Laurensius Edwin Jauwrias, Esa Theodore Mbouw

Swiss German University, Indonesia

asian institute research, jeb, journal of economics and business, economics journal, accunting journal, business journal, management journal

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doi

10.31014/aior.1992.04.03.370

Pages: 67-73

Keywords: Psychological Factors, Perceived Knowledge about Sustainability Issues, Spirituality, Drive for Environmental Responsibility, Perceived Marketplace Influence, Perceived Consumer Effectiveness, Attitude towards Sustainability Purchasing, Consumers’ Green Purchase Behavior

Abstract

Plastic pollution is one of the most concerning issues presently and Indonesia is the second largest plastic waste producer in the world. A substantial part of the plastic waste comes from non-degradable plastic straws. This research intends to seek whether consumers’ psychological factors have an impact on their green purchasing behavior with a case study of #NoStrawMovement in KFC Indonesia. The research has been carried out on 153 consumers. The outcome signified that all indicators of psychological factors do have an impact on consumers’ green purchasing behavior. Perceived knowledge about sustainability issues, spirituality, drive for environmental responsibility and perceived marketplace influence are the decisive factors affecting consumers’ green purchase behavior. It is revealed that psychological factors impact consumers’ green purchase behavior by 51.6%. The result of the research will be worthwhile for KFC Indonesia to further revamp the effectiveness of the movement and for the government to establish a policy that supports green purchasing behavior. Advocating green purchasing behavior within society could aid in alleviating the damage that has been previously caused to the environment.

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