Indonesian Consumers’ Repeat Purchase Behavior Of Green Innovative Fuel: An Extension Of Cognitive – Affective - Behavior Model
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Date
2019-08
Authors
Widodo, Arry
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Green products have become one of the most important strategic tools to
achieve sustainable development in the industry due to popular environmental trends.
Strict environmental regulations and popular environmentalism have been observed
to change competitive rules resulting in the creation of green innovative fuels for
consumers in the marketplace. This study attempts to explain the behavior of
consumer repurchase of green innovative fuels (Pertalite RON 90/Pertamax Turbo
RON 98) using the theory of Cognitive-Affective-Behavior (C-A-B). The study
applies quantitative approach in investigating the relationships among the variables
investigated, namely, cognitive (4Ps – product, price, place, promotion) and affective
(satisfaction) that represent the independent variables, consumer’s environmental
attitude the mediating variable, demographic factor the moderating variable and
repeat purchase behaviour as the dependent variable. The results show direct positive
relationship between Cognitive (product and prices) and environmental attitude as
well as between Affective (satisfaction) and environmental attitude (Behavior). In
addition, environmental attitude shows a direct positive relationship with repeat
purchase (Behavior). Consumer’s environmental attitude is found to mediate the
relationship between Cognitive (product and price) and repeat purchase; as well as
on the relationship between Affective (satisfaction) and repeat purchase (Behavior).
Description
Keywords
Repeat Purchase Behavior , Green Innovative Fuel