The Role of Environmental Attitude in Purchasing Decisions for Green Energy Products

Abstract

In the face of negative impacts of economic and technological growth, such as climate change, water shortages, and air pollution. Green energy is a sustainable solution that facilitates a balance in the world's economic, technical, and environmental systems.  Especially in Southern Sumatra, businesses in the manufacturing industry need to consider the application of green energy products to achieve a better economic, technical, and environmental balance. Therefore, business actors in the large and medium manufacturing industry, especially those in Southern Sumatra, use green energy products, as discussed in this study. This study aims to empirically analyze the direct effect of green marketing, consumer knowledge, and purchasing power on purchasing decisions for green energy products and examine the role of environmental attitude as an intervening variable. This study applies a quantitative descriptive method to 59 large and medium manufacturing industries in Southern Sumatra. Data were collected through surveys and questionnaires, and analysis was conducted using Structural Equation Modeling (SEM) using the WrapPLS software. The results reveal that green marketing, consumer knowledge, and purchasing power affect the decision to purchase green energy products. Meanwhile, green marketing variables, consumer knowledge, and purchasing power have no indirect effect on purchasing decisions for green energy products through environmental attitude variables.