Understanding the Consumers’ Behavior Intention in Using Green Ecolabel Product through Pro-Environmental Planned Behavior Model in Developing and Developed Regions: Lessons Learned from Taiwan and Indonesia
Abstract
:1. Introduction
2. Theoretical Framework
2.1. Ecolabel Program in Taiwan and Indonesia
2.2. The Ecolabel Effectiveness and the Studies on Intention to Use Ecolabel Products in Taiwan and Indonesia
2.3. Theory of Planned Behavior (TPB) and Theory of Pro Environmental Planned Behavior Model (PEPB)
2.3.1. Perceived Authority Support
2.3.2. Perceived Environmental Concern
2.3.3. Attitude
2.3.4. Perceived Behavioral Concern
2.3.5. Subjective Norms
2.3.6. Behavior Intention
3. Methodology
4. Analysis Result
4.1. Data Analysis
4.2. Discussion
5. Conclusions
Author Contributions
Acknowledgments
Conflicts of Interest
References
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No | Hypothesis |
---|---|
1 | Perceived Authority Support (PAS) is positively related to Perceived Environmental Concern (PEC) of citizens’ intention to use ecolabel product |
2 | Perceived Authority Support (PAS) is positively related to Attitude (AT) of citizens’ intention to use ecolabel product |
3 | Perceived Authority Support (PAS) is positively related to Subjective Norms (SN) of citizens’ intention to use ecolabel product |
4 | Perceived Authority Support (PAS) is positively related to Perceived Behavior Control (PBC) of citizens’ intention to use ecolabel product |
5 | Perceived Environmental Concern (PEC) is positively related to Attitude (AT) of citizens’ intention to use ecolabel product |
6 | Perceived Environmental Concern (PEC) is positively related to Subjective Norms (SN) of citizens’ intention to use ecolabel product |
7 | Perceived Environmental Concern (PEC) is positively related to Perceived Behavior Control (PBC) of citizens’ intention to use ecolabel product |
8 | Attitude (AT) is positively related to Behavior Intention (BI) of citizens’ intention to use ecolabel product |
9 | Subjective Norms (SN) is positively related to Behavior Intention (BI) of citizens’ intention to use ecolabel product |
10 | Perceived Behavior Control (PBC) is positively related to Behavior Intention (BI) of citizens’ intention to use ecolabel product |
Variable | Question | Adapted Source |
---|---|---|
PAS1 | Government enacts regulations to allow me as citizen to use the ecolabel products | [21,22,27] |
PAS2 | The government of Indonesia is active in setting up the facilities that allow me to use the ecolabel products | [21,22,27] |
PAS3 | The government of Indonesia encourages me to use the ecolabel products | [21,22,27] |
PEC1 | I am very worried about the state of the world environment and what that will mean for my future so I need to keep the environment by using the ecolabel products | [21,22,27] |
PEC2 | Humans are very often misusing/damaging the environment, so it is necessary for me to help save the environment by using the ecolabel products | [21,22,27] |
PEC3 | When humans interfere with nature, nature produces disastrous consequences so I need to participate by using the ecolabel products to avoid/reduce the disruption of nature | [21,22,27] |
AT1 | For me, the use of ecolabel products is very good | [21,50] |
AT2 | For me, the use of ecolabel products is wanted by everyone | [21,50] |
AT3 | For me, the use of ecolabel products is loved by everyone | [21,50] |
SN1 | Most of the people who are important to me think I have to use the ecolabel products | [21,50] |
SN2 | Most of the people who are important to me want me to use the ecolabel products | [21,50] |
SN3 | Most of the people who are pretty important to me prefer me to use the ecolabel products | [21,50] |
PBC1 | I have the knowledge and the time to use the ecolabel products | [21,50] |
PBC2 | I had the opportunity to use the ecolabel products | [21,50] |
PBC3 | I was defining my desire to use the ecolabel products | [21,50] |
BI1 | I am willing to use the ecolabel products | [21,50] |
BI2 | I plan to use the ecolabel products | [21,50] |
BI3 | I will try to use the ecolabel products | [21,50] |
Regions | Taiwan | Indonesia | |
---|---|---|---|
Respondent Demographic | In Percent (%) | ||
Working Status | Working | 10 | 16 |
Not Working | 90 | 84 | |
Range of Age | <20 years old | 18 | 15 |
20–30 years old | 81 | 82 | |
>30 years old | 1 | 3 | |
Gender | Female | 45 | 62 |
Male | 55 | 38 |
Factor | Item | Taiwanese Data | Indonesian Data | ||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Mean | SD | FL (≥0.7) | α (≥0.7) | CR (≥0.7) | AVE (≥0.5) | Mean | SD | FL (≥0.7) | α (≥0.7) | CR (≥0.7) | AVE (≥0.5) | ||
PAS | PAS1 | 3.723 | 0.829 | 0.74 | 3.633 | 0.995 | 0.79 | ||||||
PAS2 | 3.454 | 0.982 | 0.81 | 0.833 | 0.833 | 0.625 | 3.200 | 1.119 | 0.76 | 0.749 | 0.750 | 0.600 | |
PAS3 | 3.582 | 0.919 | 0.82 | - | - | - | |||||||
PEC | PEC1 | 3.816 | 0.825 | 0.81 | 4.252 | 0.911 | 0.87 | ||||||
PEC2 | 3.922 | 0.802 | 0.89 | 0.888 | 0.889 | 0.729 | 4.229 | 0.804 | 0.91 | 0.897 | 0.898 | 0.747 | |
PEC3 | 3.908 | 0.853 | 0.86 | 4.152 | 0.883 | 0.81 | |||||||
AT | AT1 | 3.638 | 0.864 | 0.78 | 4.214 | 0.884 | 0.76 | ||||||
AT2 | 4.035 | 0.805 | 0.78 | 0.820 | 0.820 | 0.603 | 3.914 | 0.903 | 0.89 | 0.879 | 0.879 | 0.708 | |
AT3 | 3.716 | 0.889 | 0.77 | 3.795 | 0.902 | 0.87 | |||||||
SN | SN1 | 3.121 | 0.832 | 0.84 | 3.419 | 1.000 | 0.82 | ||||||
SN2 | 3.113 | 0.863 | 0.95 | 0.917 | 0.920 | 0.794 | 3.329 | 0.964 | 0.92 | 0.892 | 0.895 | 0.741 | |
SN3 | 3.184 | 0.859 | 0.88 | 3.462 | 0.974 | 0.84 | |||||||
PBC | PBC1 | 3.858 | 0.789 | 0.71 | 0.784 | 0.784 | 0.648 | 3.690 | 0.899 | 0.73 | 0.763 | 0.763 | 0.619 |
PBC2 | 3.830 | 0.801 | 0.89 | 3.838 | 0.914 | 0.84 | |||||||
BI | BI1 | 4.121 | 0.788 | 0.79 | 4.162 | 0.854 | 0.86 | ||||||
BI2 | 3.532 | 0.816 | 0.70 | 0.811 | 0.818 | 0.601 | 4.010 | 0.897 | 0.86 | 0.915 | 0.914 | 0.780 | |
BI3 | 4.014 | 0.717 | 0.83 | 3.986 | 0.910 | 0.91 |
Taiwan | Indonesia | ||||
---|---|---|---|---|---|
Hypothesis | Result | Significance | Hypothesis | Result | Significance |
H1: PEC ← PAS | Positive | Accepted | H11: PEC ← PAS | Positive | Accepted |
H2: AT ← PAS | Positive | Rejected | H12: AT ← PAS | Positive | Rejected |
H3: SN ← PAS | Positive | Accepted | H13: SN ← PAS | Positive | Accepted |
H4: PBC ← PAS | Positive | Accepted | H14: PBC ← PAS | Positive | Accepted |
H5: AT ← PEC | Positive | Accepted | H15: AT ← PEC | Positive | Accepted |
H6: SN ← PEC | Positive | Accepted | H16: SN ← PEC | Positive | Accepted |
H7: PBC ← PEC | Positive | Accepted | H17: PBC ← PEC | Positive | Accepted |
H8: BI ← AT | Positive | Accepted | H18: BI ← AT | Positive | Accepted |
H9: BI ← SN | Positive | Rejected | H19: BI ← SN | Positive | Rejected |
H10: BI ← PBC | Positive | Accepted | H20: BI ← PBC | Positive | Accepted |
Model Fit Parameters | Value | Threshold | Accepted | Rejected | ||
---|---|---|---|---|---|---|
Taiwan | Indonesia | |||||
1 | X2/df | 1.71 | 2.40 | n ≤ 3 | √ | - |
2 | Goodness of Fit (GFI) | 0.89 | 0.88 | n > 0.80 | √ | - |
3 | Comparative Fit Index (CFI) | 0.95 | 0.94 | n ≥ 0.90 | √ | - |
4 | Tucker Lewis Index (TLI) | 0.93 | 0.93 | n > 0.90 | √ | - |
5 | Root Mean Square Error (RMSEA) | 0.06 | 0.08 | n ≤ 0.08 | √ | - |
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Mufidah, I.; Jiang, B.C.; Lin, S.-C.; Chin, J.; Rachmaniati, Y.P.; Persada, S.F. Understanding the Consumers’ Behavior Intention in Using Green Ecolabel Product through Pro-Environmental Planned Behavior Model in Developing and Developed Regions: Lessons Learned from Taiwan and Indonesia. Sustainability 2018, 10, 1423. https://doi.org/10.3390/su10051423
Mufidah I, Jiang BC, Lin S-C, Chin J, Rachmaniati YP, Persada SF. Understanding the Consumers’ Behavior Intention in Using Green Ecolabel Product through Pro-Environmental Planned Behavior Model in Developing and Developed Regions: Lessons Learned from Taiwan and Indonesia. Sustainability. 2018; 10(5):1423. https://doi.org/10.3390/su10051423
Chicago/Turabian StyleMufidah, Ilma, Bernard C. Jiang, Shu-Chiang Lin, Jacky Chin, Yulia Puspa Rachmaniati, and Satria Fadil Persada. 2018. "Understanding the Consumers’ Behavior Intention in Using Green Ecolabel Product through Pro-Environmental Planned Behavior Model in Developing and Developed Regions: Lessons Learned from Taiwan and Indonesia" Sustainability 10, no. 5: 1423. https://doi.org/10.3390/su10051423
APA StyleMufidah, I., Jiang, B. C., Lin, S.-C., Chin, J., Rachmaniati, Y. P., & Persada, S. F. (2018). Understanding the Consumers’ Behavior Intention in Using Green Ecolabel Product through Pro-Environmental Planned Behavior Model in Developing and Developed Regions: Lessons Learned from Taiwan and Indonesia. Sustainability, 10(5), 1423. https://doi.org/10.3390/su10051423