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How Ecologically Conscious Consumer Behaviour Shapes Green Purchase Intention: Evidence from Indonesian University Students
Abstract
Growing environmental concerns have encouraged consumers to consider sustainability in their purchasing decisions. This study aims to examine the effect of ecologically conscious consumer behaviour on purchase intention toward green products among university students in Bandar Lampung, Indonesia. A quantitative approach was employed using survey distributed to 100 respondents through a convenience sampling technique. Data were analyzed using descriptive statistics, validity and reliability tests, and simple linear regression with SPSS. The results indicate that ecologically conscious consumer behaviour has a positive and significant effect on purchase intention toward green products. The coefficient of determination (R² = 0.193) shows that ecologically conscious consumer behaviour explains 19.3% of the variance in purchase intention, while the remaining variance is influenced by other factors outside the research model. These findings highlight the importance of strengthening environmental awareness to enhance consumers' intention to purchase green products and provide empirical support for the development of sustainable marketing strategies.
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DOI: https://doi.org/10.17509/ijdb.v6i1.104459
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