Customer Guilt and its Relation to Purchase Intention of Green Products: A Study to University ‘Green’ Activist Students

Septin Puji Astuti (Universitas Islam Negeri Raden Mas Said Surakarta)
Yasaroh Dyah Rakhmawati (Universitas Islam Negeri Raden Mas Said Surakarta)
Zulfanita Dien Rizqiana (Universitas Islam Negeri Raden Mas Said Surakarta)
Rizki Kusumawardhani (Universitas Islam Negeri Raden Mas Said Surakarta)

Jurnal Organisasi Dan Manajemen
Vol. 18 No. 2 (2022)

Purpose – This paper aims to investigate the structural model of customer guilt, perceived customer effectiveness, self-monitoring, and green purchase intention. Methodology – The present study is a survey of university students in four universities in Greater Surakarta. These students are involved in student organisations such as scout and university student hiking club. PLS-SEM is implemented in this study to compute structural relationships among variables. Findings – The result shows that customer guilt and self-monitoring affect green purchase intention. However, this study cannot prove that perceived consumer effectiveness is the mediator of  customer guilt and self monitoring to green purchase intention. Originality – This study proposes a model for green purchase intention of specific groups of young people who are more aware of environmental issues.