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Religiosity as an intervening variable in consumers’ increased green purchase intention (GPI) toward natural dye batik in Indonesia

Susminingsih Susminingsih (Universitas Islam Negeri K.H. Abdurrahman Wahid Pekalongan, Pekalongan, Indonesia)
Abdul Mujib (Universitas Islam Negeri Sunan Kalijaga, Yogyakarta, Indonesia)
Anis Wahdati (Universitas Islam Negeri K.H. Abdurrahman Wahid Pekalongan, Pekalongan, Indonesia)
Mochammad Achwan Baharuddin (Universitas Islam Negeri K.H. Abdurrahman Wahid Pekalongan, Pekalongan, Indonesia)
Dian Sa'adillah Maylawati (Department of Informatics, Universitas Islam Negeri Sunan Gunung Djati, Bandung, Indonesia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 24 May 2024

75

Abstract

Purpose

This study aims to examine the factors that influence the increase in purchase intention toward green batik products with religiosity as an intervening variable.

Design/methodology/approach

The study used a survey method that involved a sample size of 185 participants selected through purposive and accidental sampling techniques. The analysis was conducted by using IBM SPSS AMOS 21 software. The collected data were subjected to path analysis using multiple linear regression models.

Findings

The result indicated that religiosity plays a mediating role in the association between factors and the intention to purchase green product (GPd) of the Indonesian natural dye batik product. This finding is in accordance with the construction of theory of planned behavior in understanding consumer purchase intentions. GPd, green brand and green price exhibited a positive correlation with green purchase intention (GPI). Interestingly, the price was found to no longer serve as the primary factor in GPI.

Research limitations/implications

The analysis would have been more compelling if it had used a mixed-method approach by introducing the variables of customer satisfaction and promotion.

Practical implications

This research postulates that increased prices are no longer a deterrent to the purchase of GPd. Instead, consumer consciousness regarding GPd plays a pivotal role in driving GPI. GPd have revolutionized individuals’ consumption patterns to contribute to environmental preservation. The use of green batik products is seen as advantageous in helping mitigate environmental degradation.

Originality/value

The present research assesses the impact of religiosity, as an intervening variable, on the augmentation of GPI by gauging its significance in enhancing ecological consciousness and moral values.

Keywords

Acknowledgements

The authors wish to express their gratitude to K.H. Abdurrahman Wahid State Islamic University Pekalongan, Indonesia, for its valuable support throughout the entirety of this research project.

Ethical approval: None of the authors conducted studies involving human or animal participants in this article.

Conflict of interest: The authors declare that they have no competing interests.

Citation

Susminingsih, S., Mujib, A., Wahdati, A., Baharuddin, M.A. and Maylawati, D.S. (2024), "Religiosity as an intervening variable in consumers’ increased green purchase intention (GPI) toward natural dye batik in Indonesia", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JIMA-06-2023-0184

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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