Green Customer Behavior on Eco-Friendly Products: Innovation Approach

Doni Purnama Alamsyah, Didin Syarifuddin, Hayder Alhadey Ahmed Mohammed


This aim of the study investigates the correlation of perceived innovation, service innovation and green perceived value on eco-friendly products, to improve customer decision of product with moderation of sex and educational background. The study of eco-friendly product has been common in the world. Indonesia is a country which is not very good at circulation of eco-friendly product. The study is conducted with focuses on eco-friendly products; through experiment survey to customer who has bought eco-friendly products in Bandung city. The research found that perceived innovation, service innovation and green perceived value have correlation. However green perceived value as based of purchase decision of customer can only be improved by perceived innovation of eco-friendly products. Furthermore, sex and customer’s educational background can truly support the correlation of perceived innovation with green perceived value of customer. This research finding explained how important perceived innovation supported by the characteristics (sex, educational background) of customers.


Perceived Innovation; Service Innovation; Green Perceived Value

Full Text:



Alamsyah, D. P., Trijumansyah, A ., & Hariyanto, O. I. B. (2017). Mediating of Store Image on Customer Trust for Organic Vegetables. MIMBAR, Jurnal Sosial dan Pembangunan, 33(1), 132-140

Atănăsoaie, G. S. (2013). Eco-Label and Its Role in the Development of Organic Products Market. Economy Transdisciplinarity Cognition, 16(1), 122-129.

Awa, H. O. (2010). Democratizing the New Product Development Process: a New Dimension of Value Creation and Marketing Concept. International Business Research, 3(2), 49-60.

Biswas, A., & Roy, M. (2015). Leveraging Factors for Sustained Green Consumption Behavior Based on Consumption Value Perceptions: Testing the Structural Model. Journal of Cleaner Production, 95, 332-340.

Carlet, F. (2015). Understanding Attitudes toward Adoption of Green Infrastructure: a Case Study of US Municipal Officials. Environmental Science and Policy, 51, 65-76.

Chang, C. H. (2011). The Influence of Corporate Environmental Ethics on Competitive Advantage: the Mediation Role of Green Innovation. Journal of Business Ethics, 104(3), 361-370.

Chang, K., & Chen, Y. (2013). The Nonlinear Effect of Green Innovation on the Corporate Competitive Advantage. Qual Quant, 47(1), 271-286.

Chen, K. H., Wang, C. H., Huang, S. Z., & Shen, G. C. (2016). Service Innovation and New Product Performance: the Influence of Market-Linking Capabilities and Market Turbulence. International Journal of Production Economics, 172, 54-64.

Chen, Y., & Chang, C. (2012). Enhance Green Purchase Intentions. the Roles of Green Perceived Value, Green Perceived Risk and Green Trust. Management Decision, 50(3), 502-520.

Davies, A., Titterington, A. J., & Cochrane, C. (1995). Who Buys Organic Food?: a Profile of the Purchasers of Organic Food in Northern Ireland. British Food Journal, 97(10), 17-23.

Ellison, B., Duff, B. R. L., Wang, Z., & White, T. B. (2016). Putting the Organic Label in Context: Examining the Interactions between the Organic Label, Product Type and Retail Outlet. Food Quality and Preference, 49, 140-150.

Gnizy, I., Baker, W. E., & Grinstein, A. (2014). Proactive Learning Culture a Dynamic Capability and Key Success Factor. International Marketing Review, 31(5), 477-505.

Griffin, P. A., & Sun, Y. (2013). Going Green: Market Reaction to CSR Wire News Releases. Journal of Accounting and Public Policy, 32(2), 93-113.

Gunasekaran, A., Irani, Z., Choy, K. L., Filippi, L., & Papadopoulos, T. (2015). Performance Measures and Metrics in Outsourcing Decisions: a Review for Research and Applications. International Journal of Production Economics, 161, 153-166.

Hafeez, M. H., Noor, M., Shariff, M., Bin, H., & Lazim, M. (2012). Relationship between Entrepreneurial Orientation, Firm Resources, SME Branding and Firm’s Performance: is Innovation the Missing Link? American Journal of Industrial and Business Management, 2(4), 153-159.

Haghjou, M., Hayati, B., Pishbahar, E., Mohammadrezaei, R ., & Dashti, G. (2013). Factors Affecting Consumers’ Potential Willingness to Pay for Organic Food Products in Iran: Case Study of Tabriz. Journal of Agricultural Science and Technology, 15(2), 191-202.

Handayani, W., & Prayogo, R. A. (2017). Green Consumerism: an Eco Friendly Behaviour Form through the Green Product Consumption and Green Marketing. SINERGI, 7(2), 25-29

Hau, Y. S., & Kang, M. (2016). Extending Lead User Theory to Users’ Innovation-Related Knowledge Sharing in the Online User Community: the Mediating Roles of Social Capital and Perceived Behavioral Control. International Journal of Information Management, 36(4), 520-530.

Hosseinzadeh, S., & Branch, G. (2013). The Effect of Green Products and Green Promotion on Customers Loyalty to the Brand of Naghshe Jahan Sugar Company. International Journal of Management and Social Sciences Research, 2(6), 114-118.

Joosse, S., & Hracs, B. J. (2015). Curating the Quest For “good foodâ€: the Practices, Spatial Dynamics and Influence of Food-Related Curation in Sweden. Geoforum, 64, 205-216.

Komaladewi, R. (2015). Strengthening Customer Perceived Value through Service Innovationease Bank in West Java, Indonesia. International Business Management, 9(4), 566-569.

Lian, S. B., Safari, M., & Mansori, S. (2016). The Effects of Marketing Stimuli Factors on Consumers’ Perceived Value and Purchase of Organic Food in Malaysia. Jurnal Pengurusan, 47, 119-130.

Mayrowani, H. (2012). Pengembangan Pertanian Organik di Indonesia. Forum Penelitian Agro Ekonomi, 30(2), 91-108.

Ndubisi, N. O., & Agarwal, J. (2014). Quality Performance of SMEs in a Developing Economy: Direct and Indirect Effects of Service Innovation and Entrepreneurial Orientation. Journal of Business & Industrial Marketing, 29(6), 454-468.

Paul, J. (2012). Consumer Behavior and Purchase Intention for Organic Food. Journal of Consumer Marketing, 29(6), 412-422.

Putri, W. R., Samsudin, M., Rianto, E., & Susilowati, I. (2017). Consumers’ Willingness to Pay for Halal Labelled Chicken Meat. Jurnal Dinamika Manajemen, 8(1), 122-133.

Radman, M. (2005). Consumer Consumption and Perception of Organic Products in Croatia. British Food Journal, 107(4), 263-273.

Rahmi, D. Y., Rozalia, Y., Chan, D. N., Anira, Q., & Lita, R. P. (2017). Green Brand Image Relation Model, Green Awareness, Green Advertisement and Ecological Knowledge as Competitive Advantage in Improving Green Purchase Intention and Green Purchase Behavior on Creative Industry Products. Journal of Economics, Business & Accountancy Ventura, 20(2), 177-186

Rezai, G., Mohamed, Z., Shamsudin, M. N., & Teng, P. K. (2011). Demographic and Attitudinal Variables Associated with Consumers’ Intention to Purchase Green Produced Foods in Malaysia. International Journal of Innovation Management and Technology, 2(5), 401-406.

Rizwan, M., Mahmood, U., Siddiqui, H., & Tahir, A. (2014). An Empirical Study about Green Purchase Intentions. Journal of Sociological Research, 5(1), 290-305.

Shamah, R. A. M. (2012). Innovation within Green Service Supply Chains for a Value Creation. Journal of Modelling in Management, 7(2), 357-374.

Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why We Buy What We Buy: a Theory of Consumption Values. Journal of Business Research, 22(2), 159-171.

Singh, N., Cranage, D., & Lee, S. (2014). Green Strategies for Hotels: Estimation of Recycling Benefits. International Journal of Hospitality Management, 43, 13-22.

Suki, N. M. (2013). Green Awareness Effects on Consumers’ Purchasing Decision: some Insights from Malaysia. International Journal of Asia-Pacific Studies, 9(2), 49-63.

Sutapa, M., & Wasitowati. (2017). The Role of Market Orientation, Creativity and Innovation in Creating Competitive Advantages and Creative Industry Performance. Jurnal Dinamika Manajemen, 8(2), 152-166.

Sweeney, J., & Soutar, G.(2001). Consumer Perceived Value: the Development of a Multiple Item Scale. Journal of Retailing, 77(2), 203-220.

Syarifuddin, D., & Alamsyah, D. P. (2017). Green Perceived Value for Environmentally Friendly Products: Green Awareness Improvement. Jurnal Ekonomi Pembangunan, 18(2), 245-255.

Tiwari, S., Tripathi, D. M., Srivastava, U., & Yadav, P. K. (2011). Green Marketing-Emerging Dimensions. Journal of Business Excellence, 2(1), 18-23.

Triguero, A., Moreno-Mondéjar, L., & Davia, M. A. (2013). Drivers of Different Types of Eco-Innovation in European SMEs. Ecological Economics, 92, 25-33.

Tsai, M. T., Chuang, L. M., Chao, S. T., & Chang, H. P. (2012). The Effects Assessment of Firm Environmental Strategy and Customer Environmental Conscious on Green Product Development. Environmental Monitoring and Assessment, 184(7), 4435-4447.

Tung, S., Wei, S., & Chen, Y. (2012). Attitudinal Inconsistency toward Organic Food in Relation to Purchasing Intention and Behavior an Illustration of Taiwan Consumers. British Food Journal, 114(7), 997-1015.

Wardhana, W. (2016). Poros Maritim: dalam Kerangka Sejarah Maritim dan Ekonomi Pertahanan. Jurnal Masyarakat dan Budaya, 18(3), 369-386.

Wirth, F. F., Stanton, J. L., & Wiley, J. B. (2011). The Relative Importance of Search Versus Credence Product Attributes: Organic and Locally Grown. Agricultural and Resource Economics Review, 40(1), 48-62.

Wu, S., & Chen, Y. (2014). The Impact of Green Marketing and Perceived Innovation on Purchase Intention for Green Products. International Journal of Marketing Studies, 6(5), 81-101.

Zhu, A. Y., Von Zedtwitz, M., Assimakopoulos, D., & Fernandes, K. (2016). The Impact of Organizational Culture on Concurrent Engineering, Design-for-Safety and Product Safety Performance. International Journal of Production Economics, 176(c), 69-81.

View Counter: Abstract - 4431 and PDF - 2622


  • There are currently no refbacks.