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Young Muslim consumers’ attitude towards green plastic products: the role of environmental concern, knowledge of the environment and religiosity

Dwi Suhartanto (Department of Business Administration, Politeknik Negeri Bandung, Bandung, Indonesia)
Norazah Mohd Suki (Othman Yeop Abdullah Graduate School of Business (OYAGSB), Universiti Utara Malaysia, Kedah, Malaysia and Institute of Sustainable, Growth and Urban Development (ISGUD), Universiti Utara Malaysia, Kedah, Malaysia)
Mukhamad Najib (Department of Management, IPB University, Bogor, Indonesia)
Tintin Suhaeni (Department of Business Administration, Politeknik Negeri Bandung, Bandung, Indonesia)
Rafiati Kania (Department of Business Administration, Politeknik Negeri Bandung, Bandung, Indonesia)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 28 February 2023

Issue publication date: 24 November 2023

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Abstract

Purpose

Environmental pollution due to the enormous usage of conventional plastic products has alerted consumers to change their attitude towards green plastic products. This study aims to examine the effects of environmental concern, knowledge of the environment and religiosity on young Muslim consumers’ attitude towards green plastic products in Indonesia. Additionally, the moderating role of gender on these relationships is investigated.

Design/methodology/approach

An online survey was used as a method of data collection. Data gathered from 231 young Muslim consumers in Bandung, Indonesia, was analysed via the partial least squares-structural equation modelling approach.

Findings

The results revealed that environmental concern is the factor that has the biggest impact on consumers’ attitude and behavioural intentions, both directly and indirectly. This research implies that as a young Muslim’s concern for the environment grows, his or her attitude towards the environment improves, leading them to purchase and endorse green plastic products.

Practical implications

Green plastic product managers should increase the environmental concern of young Muslim consumers through effective marketing communication strategies and green education programs to disseminate a positive message that green plastic products consumption aids in making the environment safe and healthy.

Originality/value

This empirical study is imperative for green managers to improve their capabilities in boosting young Muslim consumers’ attitude towards green plastic products through strengthening consumers’ environmental concern, knowledge of the environment and religiosity towards supporting the sustainable development goals.

Keywords

Citation

Suhartanto, D., Mohd Suki, N., Najib, M., Suhaeni, T. and Kania, R. (2023), "Young Muslim consumers’ attitude towards green plastic products: the role of environmental concern, knowledge of the environment and religiosity", Journal of Islamic Marketing, Vol. 14 No. 12, pp. 3168-3185. https://doi.org/10.1108/JIMA-08-2021-0277

Publisher

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Emerald Publishing Limited

Copyright © 2023, Emerald Publishing Limited

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