Exploring consumers’ readiness to be green in an emerging market

Consumers’ awareness of green products has increased in the last few years but studies shows that demands of green products have been stagnant. Thus, the purpose of this study is: (1) to examine consumers’ green perceptions and readiness to be green across different demographics profiles (i.e. age, gender, and religion), (2) to explore how consumers’ green perceptions influence their readiness to be green and subsequently, how readiness to be green impact consumers’ purchase intention of green products. A total of 710 survey responses were collected in three universities, two major shopping malls and several housing areas in Yogyakarta, Indonesia. The findings reveal that consumers’ green perceptions shape their perception of how ready they are to be green but gender, age and religion also influence their green perceptions. The study provides further insights into the discrepancy between professed positive attitudes towards the environment and the slow uptake of green behaviour.