Eco Consciousness and Consumer Perception: An Explanatory Study of Environmentally Friendly Product Purchasing Decisions in Makassar City
DOI:
10.47353/ecbis.v4i3.337Published:
2026-04-21Downloads
Abstract
This study aims to describe and explain consumer perceptions of environmentally friendly products and their impact on purchasing decisions in Makassar City. With increasing attention to environmental issues and changes in urban lifestyles, it is important for businesses to understand how consumers assess sustainability oriented products. This study uses a qualitative explanatory approach with data collection techniques through in depth interviews, observation, and documentation. Twelve research informants were selected through purposive sampling, consisting of 12 active consumers of environmentally friendly products domiciled in Makassar City, conducted over a three month period from January to March 2026. The results show that consumer perceptions of environmentally friendly products are influenced by three main dimensions, namely: (1) environmental awareness (eco consciousness), (2) trust in green claims, and (3) perception of multidimensional product value. These three dimensions together form a positive attitude that ultimately drives purchasing decisions for environmentally friendly products. In line with the findings of (Hasnidar & Ridha, 2025) which confirmed that eco consciousness and perception of sustainable packaging have a significant influence on green purchasing behavior through the mediation of consumer attitudes, this study enriches this understanding with a qualitative perspective that explores consumers' subjective meanings and experiences in depth.
Keywords:
consumer perception environmentally friendly products purchasing decisions green marketing eco-consciousnessReferences
Aman, A. H. L., Harun, A., & Hussein, Z. (2012). The influence of environmental knowledge and concern on green purchase intention. International Journal of Business and Commerce, 2(1), 89–111.
Carrington, M. J., Neville, B. A., & Whitwell, G. J. (2014). Lost in translation: Exploring the ethical consumer intention-behavior gap. Journal of Business Research, 67(1), 2759–2767. https://doi.org/10.1016/j.jbusres.2012.09.022
Chen, Y. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307–319. https://doi.org/10.1007/s10551-009-0223-9
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications.
Delmas, M. A., & Burbano, V. C. (2011). The drivers of greenwashing. California Management Review, 54(1), 64–87. https://doi.org/10.1525/cmr.2011.54.1.64
Fusch, P. I., & Ness, L. R. (2015). Are we there yet? Data saturation in qualitative research. The Qualitative Report, 20(9), 1408–1416.
Hasnidar, & Ridha, A. (2025). Green marketing perspective: Eco-consciousness dan sustainable packaging sebagai determinan green purchase behavior dengan mediasi consumer attitudes. Masterpiece Journal Society Service Insight, 1(2), 114–121.
Joshi, Y., & Rahman, Z. (2015). Factors affecting green purchase behaviour and future research directions. International Strategic Management Review, 3(1–2), 128–143. https://doi.org/10.1016/j.ism.2015.04.001
Kemendag.go.id. (2023). Indonesia Berpartisipasi pada Pameran CHFA NOW 2023. https://www.kemendag.go.id/berita/foto/indonesia-berpartisipasi-pada-pameran-chfa-now-2023?utm_source=chatgpt.com
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lestari. (2022). 350 Ribu Ton Sampah Plastik Masuk ke Laut Indonesia pada 2024. Kompas.Com. https://lestari.kompas.com/read/2025/02/14/175817386/350-ribu-ton-sampah-plastik-masuk-ke-laut-indonesia-pada-2024?
Lyon, T. P., & Maxwell, J. W. (2011). Greenwash: Corporate environmental disclosure under threat of audit. Journal of Economics & Management Strategy, 20(1), 3–41. https://doi.org/10.1111/j.1530-9134.2010.00282.x
Mabaso, B., Osakwe, C. N., & Jibril, A. B. (2025). Exploring the green purchase intention-behavior gap among South African millennials using an expanded planned behavior model. Cogent Business & Management, 12(1). https://doi.org/10.1080/23311975.2025.2538715
Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (3rd ed.). SAGE Publications.
Ngo, Q., Nguyen, T., & Phan, N. (2025). Exploring green purchasing intentions and behaviours among Vietnamese Generation Z : A perspective from the theory of planned behaviour. 1–25. https://doi.org/10.1371/journal.pone.0323879
Polonsky, M. J. (1994). An introduction to green marketing. Electronic Green Journal, 1(2), 1–10.
Pratiwi, N. D., Astuti, S., & Supriadi, B. (2020). Pengaruh persepsi kualitas dan persepsi nilai terhadap niat beli produk organik pada generasi milenial. Jurnal Manajemen Dan Kewirausahaan, 8(2), 112–125.
Report, S. (2023). CLIMATE CHANGE 2023 Synthesis Report.
Solomon, M. R. (2019). Consumer behavior: Buying, having, and being (13th ed.). Pearson Education.
Stats, G. (2024). Pengaruh Produk Ramah Lingkungan Terhadap Preferensi Belanja Konsumen. https://data.goodstats.id/statistic/pengaruh-produk-ramah-lingkungan-terhadap-preferensi-belanja-konsumen-Q2Gn2?
Vysakh, S. U. P., Kolil, K., Raman, R., & Vinuesa, R. (2025). Integrating sustainable development goals into life cycle thinking : a multidimensional approach for advancing sustainability. In Environment, Development and Sustainability (Issue 0123456789). Springer Netherlands. https://doi.org/10.1007/s10668-024-05810-z
Yadav, R., & Pathak, G. (2017). Determinants of sustainable consumer behaviour in developing countries. Sustainable Development, 25(4), 297–306. https://doi.org/10.1002/sd.1651
License
Copyright (c) 2026 Hasnidar Hasnidar, Achmad Ridha
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Downloads
How to Cite
