Consumers’ awareness of green products has increased in the last few years, but studies show that the demand for green products has been stagnant. The purpose of this study is to explore the roles of consumers’ perceived readiness to be green and subsequently, how readiness to be green affects consumers’ purchase intention towards green products in an emerging market, Indonesia. A total of 916 survey responses were collected in three universities, two major shopping malls and several housing areas in Yogyakarta, Indonesia. The findings reveal that consumers’ attitude (ATT), subjective norm, perceived behavioural control (PBC), pro‐environmental self‐identity (PEI), ethical obligation and consumers’ readiness to be green are the determinants of intention to purchase green products. Consumers’ readiness to be green mediates the effects of ATT, PBC, PEI and perceived sense of responsibility on purchase intention. The study provides further insights into the discrepancy between professed positive attitudes towards the environment and the slow uptake of green behaviour in an emerging market.

Item Type:	Refereed Article
Keywords:	green consumption, sustainability, consumer green readiness, green marketing, environmentally friendly
Research Division:	Commerce, Management, Tourism and Services
Research Group:	Marketing
Research Field:	Marketing not elsewhere classified
Objective Division:	Economic Framework
Objective Group:	Management and productivity
Objective Field:	Marketing
UTAS Author:	Arli, D (Dr Denni Arli)
UTAS Author:	Yang, L (Dr Lin Yang)
ID Code:	127251
Year Published:	2018
Web of Science® Times Cited:	64
Deposited By:	TSBE
Deposited On:	2018-07-18
Last Modified:	2022-08-29
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