GREEN CONSUMPTION–BASED POLICY STRATEGIES FOR GREEN ECONOMY DEVELOPMENT IN YOGYAKARTA CITY
Keywords:
Green Economy; Green Purchase Behavior; Green Purchase Intention; Environmental Knowledge; SOAR
Abstract
This study aims to examine the effects of green purchase intention and environmental knowledge on green purchase behavior in Yogyakarta City and to formulate evidence-based green economy policy strategies. The research adopts an explanatory quantitative approach using an online survey of 401 respondents with experience purchasing environmentally friendly products from micro, small, and medium enterprises (MSMEs). Multiple linear regression analysis was employed to test the causal relationships among variables, and the empirical findings were subsequently integrated into a SOAR (Strengths, Opportunities, Aspirations, Results) analysis to develop operational policy strategies. The results indicate that both green purchase intention and environmental knowledge have positive and significant effects on green purchase behavior, with environmental knowledge emerging as the most dominant determinant. These findings suggest that green purchase behavior provides a robust empirical foundation for demand-side green economy policies. The SOAR analysis further highlights strategic directions emphasizing environmental literacy strengthening, pilot projects for green consumption, and the integration of MSMEs and tourism sectors into an urban green economy ecosystem. This study contributes to the literature by linking consumer behavior evidence with practical green economy policy formulation at the local level.
References
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Syed, S., Acquaye, A., Khalfan, M. M., Obuobisa-Darko, T., & Yamoah, F. A. (2024). Decoding sustainable consumption behavior: A systematic review of theories and models and provision of a guidance framework. Resources, Conservation & Recycling Advances, 23, 200232. https://doi.org/10.1016/j.rcradv.2024.200232
Tam, K. P., & Chan, H. W. (2018). Generalized trust narrows the gap between environmental concern and pro-environmental behavior: Multilevel evidence. Global environmental change, 48, 182-194. https://doi.org/10.1016/j.gloenvcha.2017.12.007
UNEP. (2011). Towards a ekonomi hijau: Pathways to sustainable development and poverty eradication. United Nations Environment Programme. https://www.unep.org/resources/report/towards-green-economy
Vicente-Molina, M. A., Fernández-Sáinz, A., & Izagirre-Olaizola, J. (2013). Environmental knowledge and other variables affecting pro-environmental behaviour: comparison of university students from emerging and advanced countries. Journal of Cleaner Production, 61, 130-138.
https://doi.org/10.1016/j.jclepro.2013.05.015
Wahid, N. A., Rahbar, E., & Shyan, T. S. (2011). Factors influencing the green purchase behavior of Penang environmental volunteers. International Business Management, 5(1), 38-49.
World Bank. (2021). Indonesia green growth diagnostic: Pathways to sustainable prosperity. World Bank Group. https://documents1.worldbank.org/curated/en/099022524232013007/pdf/P177245-f9792680-9e7c-4dec-bf95-5add9e14539a.pdf
Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. International journal of environmental research and public health, 17(18), 6607. https://doi.org/10.3390/ijerph17186607
Ahmed, Z., Ahmad, M., Rjoub, H., Kalugina, O. A., & Hussain, N. (2022). Economic growth, renewable energy consumption, and ecological footprint: Exploring the role of environmental regulations and democracy in sustainable development. Sustainable Development, 30(4), 595-605. https://doi.org/10.1002/sd.2251
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T
Alamsyah, D., Othman, N., Bakri, M., Udjaja, Y., & Aryanto, R. (2021). Green awareness through environmental knowledge and perceived quality. Management Science Letters, 11(1), 271-280. https://doi.org/10.5267/j.msl.2020.8.006
Amiri, B., Jafarian, A., & Abdi, Z. (2024). Nudging towards sustainability: a comprehensive review of behavioral approaches to eco-friendly choice. Discover Sustainability, 5(1), 444. https://doi.org/10.1007/s43621-024-00618-3
Boulding, W., Kalra, W., Staelin, R., & Zeithaml, V. A. (1993). A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions. Journal of Marketing Research, 30, 7-27. https://doi.org/10.1177/002224379303000102
Csutora, M. (2012). One more awareness gap? The behaviour–impact gap problem. Journal of consumer policy, 35(1), 145-163. https://10.1007/S10603-012-9187-8
Cui, M., Li, Y., & Wang, S. (2024). Environmental Knowledge and Green Purchase Intention and Behavior in China: The Mediating Role of Moral Obligation. Sustainability (2071-1050), 16(14). https://doi.org/10.3390/su16146263
Fadlullah, F., Hermawan, S., Aditya, S., Rahmawati, A. N., & Adriano, C. S. (2025). Analysis of the impact of digital marketing strategies in investigation on economic growth. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 9(3), 39-56. https://doi.org/10.31955/mea.v9i3.6208
Fraj, E., & Martinez, E. (2007). Ecological Consumer Behaviour: An Empirical Analysis. International Journal of Consumer Studies, 31, 26-33. https://doi.org/10.1111/j.1470-6431.2006.00565.x
Gossen, M., Jäger, S., Hoffmann, M. L., Bießmann, F., Korenke, R., & Santarius, T. (2022). Nudging sustainable consumption: A large-scale data analysis of sustainability labels for fashion in German online retail. Frontiers in Sustainability, 3, 922984. https://doi.org/10.3389/frsus.2022.922984
Joshi, Y., & Rahman, Z. (2015). Factors Affecting Green Purchase Behaviour and Future Research Directions. Internal Strategic Management Review, 3, 128-143. https://doi.org/10.1016/j.ism.2015.04.001
Joshi, Y., & Rahman, Z. (2019). Consumers’ sustainable purchase behaviour: Modeling the impact of psychological factors. Ecological Economics, 159, 235–243. https://doi.org/10.1016/j.ecolecon.2019.01.025
Kanchanapibul, M., Lacka, E., Wang, X., &Chan, H. K. (2014). An empirical investigation of green purchase behaviour among consumers in Thailand. Journal of Cleaner Production, 66, 140–148. https://doi.org/10.1016/j.jclepro.2013.10.062
Korkmaz, A. N., & Altan, M. U. (2023). A systematic literature review of sustainable consumer behaviours in the context of industry 4.0 (I4. 0). Sustainability, 16(1), 126. https://doi.org/10.3390/su16010126
Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services, 34, 1-9. https://doi.org/10.1016/j.jretconser.2016.09.004
Lee, K. (2009). Gender differences in Hong Kong adolescent consumers’ green purchasing behavior. Journal of Consumer Marketing, 26(2), 87–96. https://doi.org/10.1108/07363760910940456
Nguyen, T. N., Lobo, A., & Greenland, S. (2016). Pro-environmental purchase behaviour: The role of consumers’ biospheric values. Journal of Retailing and Consumer Services, 33, 98-108. https://doi.org/10.1016/j.jretconser.2016.08.010
OECD. (2017). Green Growth Indicators 2017. OECD Green Growth Studies. OECD Publishing. https://www.oecd.org/en/publications/green-growth-indicators-2017_9789264268586-en.html
Pandey, S., Olsen, A., Perez-Cueto, F. J., & Thomsen, M. (2023). Nudging toward sustainable food consumption at university canteens: a systematic review and meta-analysis. Journal of nutrition education and behavior, 55(12), 894-904. https://doi.org/10.1016/j.jneb.2023.09.006
Saari, U. A., Damberg, S., Frömbling, L., & Ringle, C. M. (2021). Sustainable consumption behavior of Europeans: The influence of environmental knowledge and risk perception on environmental concern and behavioral intention. Ecological Economics, 189, 107155. https://doi.org/10.1016/j.ecolecon.2021.107155
Sugandini, D., Susilowati, C., Siswanti, Y., & Syafri, W. (2020). Green supply management and green marketing strategy on green purchase intention: SMEs cases. Journal of Industrial Engineering and Management (JIEM), 13(1), 79-92. https://doi.org/10.3926/jiem.2795
Syed, S., Acquaye, A., Khalfan, M. M., Obuobisa-Darko, T., & Yamoah, F. A. (2024). Decoding sustainable consumption behavior: A systematic review of theories and models and provision of a guidance framework. Resources, Conservation & Recycling Advances, 23, 200232. https://doi.org/10.1016/j.rcradv.2024.200232
Tam, K. P., & Chan, H. W. (2018). Generalized trust narrows the gap between environmental concern and pro-environmental behavior: Multilevel evidence. Global environmental change, 48, 182-194. https://doi.org/10.1016/j.gloenvcha.2017.12.007
UNEP. (2011). Towards a ekonomi hijau: Pathways to sustainable development and poverty eradication. United Nations Environment Programme. https://www.unep.org/resources/report/towards-green-economy
Vicente-Molina, M. A., Fernández-Sáinz, A., & Izagirre-Olaizola, J. (2013). Environmental knowledge and other variables affecting pro-environmental behaviour: comparison of university students from emerging and advanced countries. Journal of Cleaner Production, 61, 130-138.
https://doi.org/10.1016/j.jclepro.2013.05.015
Wahid, N. A., Rahbar, E., & Shyan, T. S. (2011). Factors influencing the green purchase behavior of Penang environmental volunteers. International Business Management, 5(1), 38-49.
World Bank. (2021). Indonesia green growth diagnostic: Pathways to sustainable prosperity. World Bank Group. https://documents1.worldbank.org/curated/en/099022524232013007/pdf/P177245-f9792680-9e7c-4dec-bf95-5add9e14539a.pdf
Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. International journal of environmental research and public health, 17(18), 6607. https://doi.org/10.3390/ijerph17186607
Published
2026-04-19
How to Cite
Haryanto, H., Rachmawatie, D., & Ma’ruf, A. (2026). GREEN CONSUMPTION–BASED POLICY STRATEGIES FOR GREEN ECONOMY DEVELOPMENT IN YOGYAKARTA CITY. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 10(1), 2716-2730. https://doi.org/10.31955/mea.v10i1.7356
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Articles
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