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Bernadetta Diansepti Maharani
Universitas Sarjanawiyata Tamansiswa
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Eco-Friendly Product Purchasing Behavior Based on the Theory of Consumption Value Bernadetta Diansepti Maharani; Lusia Tria Hatmanti Hutami; Dika Prawita; Budi Setiawan; Friska Putri Wati
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

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Abstract

This study investigates eco-friendly product purchasing behavior among millennial consumers based on the Theory of Consumption Value. Using a quantitative approach and multiple regression analysis, the research examines the effects of functional, conditional, social, epistemic, and emotional values on green purchase intention, as well as the effect of green purchase intention on green purchase behavior. The findings show that social value and emotional value significantly influence green purchase intention, while functional, conditional, and epistemic values have no significant effect. Moreover, green purchase intention positively affects green purchase behavior. These results highlight that millennials’ eco-friendly purchasing decisions are primarily driven by emotional concern and social influence rather than by product functionality or situational factors.
Co-Authors Abdul Makbud Afik Melawati Agus Dwi Cahya Ahmadi Sulaiman Aldri Afrianata Alfiatul Maulida Alifia Lintang Dharmanisa Ambar Lukitaningsih Annisa Widilia Rahmawati Atma Fadna Rinaja Budi Setiawan Dianna Ratnawati Dika Prawita Dionisius Dominikus Daud Carvallo Diva Azharia Jauzaranti Epsilandri Septyarini Friska Putri Wati Haque Rifky Anggela Putri Henny Welsa Herlina Nurul Sukmaningtyas Ian Febri Ida bagus Nyoman Ida Bagus Nyoman Udayana Intan Wulandari Ismi Suaidi Leli Alfiani Lusia Tria Hatmanti Hutami Lusia Tria Hatmanti Hutami M. Arif Mutawakil Mahdanito Fadzika Bakti Marchellino Ronaldo Sae Muhammad Hafizh Ryananda Muinah Fadhilah Muinah Fadhilah Nonik Kusuma Ningrum Princessa Rakhita Enadi Putri Dwi Cahyani Regine Aguilar Principe Rfanurhidayati Rudi Kurniawan Selfi Dayanti Sigit Purnomo Suyanto . Topri Dwi Wacono Uum Helmina Chaerunisak Zaizafun Sintarana