Track: Business Management

Abstract

Environmental damage is getting worse recently encouraging various countries to carry out environmental conservation campaigns. For example, in big cities in Indonesia, the ban on the use of plastic waste is being promoted. Sales of green products began to increase. However, even though sales increased, they still lost compared to conventional product sales. Many studies have shown a gap between environmental concerns and the purchase of green products. This research tries to adopt UTAUT-2 which is commonly used to study the behavior of information technology usage. Variables which measure in this study are performance expectations, effort expectations, social influence, facilitating conditions, hedonic motivation, value for money, and habit. The results show that Performance Expectancy, Effort Expectancy, Social Influence, Hedonic Motivation, and Price Saving Orientation have a significant influence on Purchase Intention.