Customer Guilt and its Relation to Purchase Intention of Green Products: A Study to University ‘Green’ Activist Students
Keywords: Green purchase intention, Customer guilt, Perceived customer effectiveness, Self-monitoring, Young people
Abstract
Purpose – This paper aims to investigate the structural model of customer guilt, perceived customer effectiveness, self-monitoring, and green purchase intention.
Methodology – The present study is a survey of university students in four universities in Greater Surakarta. These students are involved in student organisations such as scout and university student hiking club. PLS-SEM is implemented in this study to compute structural relationships among variables.
Findings – The result shows that customer guilt and self-monitoring affect green purchase intention. However, this study cannot prove that perceived consumer effectiveness is the mediator of customer guilt and self monitoring to green purchase intention.
Originality – This study proposes a model for green purchase intention of specific groups of young people who are more aware of environmental issues.
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