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All Journal Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis
Dewi Syahrani, Ni Komang
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Konsumen Hijau (Green Consumer): Tren Perilaku Pembelian Berbasis Kesadaran Lingkungan Dita Melani, Ni Wayan; Ayu Amrita, Nyoman Dwika; Dewi Syahrani, Ni Komang; Rita Dewi, Ni Luh; Surya Andika, I Putu
Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis Vol 9 No 2 (2025): Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis
Publisher : LPPM STIE KRAKATAU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61401/relevansi.v9i2.356

Abstract

Growing public concern for environmental issues has driven the emergence of green consumers as an increasingly influential market segment. This study aims to analyze trends in environmentally conscious purchasing behavior and identify the key factors that influence consumers’ intentions and decisions when choosing eco-friendly products. Through a literature-based approach, the findings indicate that environmental awareness, positive attitudes toward sustainability, perceived ecological benefits, and green brand image are primary drivers of green purchasing behavior. Authentic and consistent green marketing strategies strengthen purchase intention by communicating sustainability values, presenting eco-labels, and emphasizing corporate social responsibility. In addition, psychological factors such as personal concern, social norms, and perceived behavioral control contribute to consumers’ tendency to select sustainable products. Overall, the trend of green consumers continues to rise, offering significant opportunities for businesses to develop ethical, informative, and environmentally oriented marketing strategies that align with the expectations of modern markets. Keywords: Green Consumer, Purchasing Behavior, Green Marketing, Environmental Awareness, Green Purchase Intention.
Co-Authors Ayu Amrita, Nyoman Dwika Dita Melani, Ni Wayan Rita Dewi, Ni Luh Surya Andika, I Putu