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An analysis of consumer behavior regarding green product purchases in Semarang, Indonesia: The use of SEM-PLS and the AIDA model
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Researchers surveyed 168 consumers in Semarang, Indonesia using the AIDA model and structural equation modeling to identify what drives purchases of eco-friendly products, finding that advertising and environmental awareness positively influence buying behavior. The study highlights that consumer innovation is needed to strengthen the link between environmental awareness and actual green purchasing decisions.
Abstract Background Semarang, the capital of Central Java, is one of Indonesia’s top trash producers and requires more sustainable and effective waste management. Even though environmentally friendly items have been introduced, plastic use in the city remains high, making it vital to examine human behavior in the AIDA (Attention, Interest, Desire, Action) process to identify what influences the purchase of environmentally friendly products. Aims This study uses the AIDA approach customized with SEM-PLS to investigate consumer behavior toward environmentally friendly items in Semarang and identify purchasing decision determinants. Research method A purposive sample of 168 respondents from five Semarang sub-districts was interviewed online and offline for this structural equation model investigation. This quantitative and qualitative technique analyzes, interprets, and reports data using PLS 4 SEM. Results and conclusion Advertising, the AIDA Model, and environmental awareness affect buying. Consumer innovation boosts advertising and purchase but needs to be more awareness. Plastic waste in Semarang City is being reduced, but consumer innovation is needed to preserve the relationship between environmental awareness and purchase. Contribution In Semarang, plastic waste reduction has improved, but consumer innovation can lessen the relationship between awareness and green product purchases. These findings highlight the complicated relationship between consumer behavior and innovation, helping policymakers and industry actors design better green product procurement strategies to reduce waste.
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