- Email: [email protected]
Spirituality, Self Transcendence, and Green Purchase Intention in College Students
Available online at www.sciencedirect.com
Procedia - Social and Behavioral Sciences 57 (2012) 243 – 246
The 2012 International Summer Conference on Business Innovation & Technology Management
Spirituality, Self Transcendence, and Green Purchase Intention in College Students Chairy1 Master of Management Program, Tarumanagara University, Jl. S. Parman No. 1 Jakarta Barat 11440, Indonesia
Abstract This study investigated the influence of spirituality and self transcendence on green purchase intention. The sample was undergraduate students of Tarumanagara University. Using regression analysis, this study found that spirituality and self transcendence significantly influenced green purchase intention. Therefore, this study supports the idea that spirituality and self transcendence should correspond to a stronger desire to consume pro-environmental product. Further, this research finding may help public policy makers in fostering green consumption and marketers in designing green marketing strategies. Keywords: spirituality; self transcendence; green purchase intention
1.
Introduction
In support for environmental concern and sustainable development, recently the government of Indonesia pays more attention to environmentally friendly consumption. This action is not without strong reason because to advance green revolution in a country the role of consumers is essential [1]. Consumers are responsible for environmental degradation since their consumption activities may result in harmful effect on environment. By consuming environmentally friendly product, it is believed that this consumer ethically behavior will result in preserving the environment. Several activities related to green product have been held in Indonesia. Last year, a green festival was launched in Jakarta. This festival popularized the organic product which is one of green products that attract great attention of particular consumer in Jakarta. In the same year, another activity that supported by the government was the national conference on green economy which was held in collaboration with Center for Sustainable Development (http://www.bappenas.go.id/node/165/3387/semiloka-nasional-menuju-ekonomihijau-pembelajaran-pada-tahap-transisi/). It was reported that more than 80% of Indonesian consumers agree to choose environmentally friendly, energy saving, and recycle-able product. In 23rd APEC Ministerial Meeting which was held on 11 November, 2011 in Honolulu, Hawaii, USA, there is a strong support for green growth from participants. Participant ministers were urged to lower the tariff of Environmental Goods and Services to below 5%. Basically, the Minister of Trade of Indonesia agrees to support this idea although still need time to evaluate the impact of this action on Indonesian consumer welfare. In short, consumer is one of the most important sides to consider in fostering green revolution. By better understanding their characteristics and consumption behavior, we could influence them to buy green product. To succeed in marketing green product, determinants of Indonesian consumers green purchase behavior are relevant to explore. Since the 1990s there has been considerable research in various scientific disciplines 1
Phone: +62-21-56958740; Fax: +62-21-56958737 e-mail: [email protected]
1877-0428 © 2012 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of the Asia Pacific Business Innovation and Technology Management Society (APBITM) doi:10.1016/j.sbspro.2012.09.1181
244
Chairy / Procedia - Social and Behavioral Sciences 57 (2012) 243 – 246
examining environmentally conscious purchasing behavior [2]. Most of the research investigated the antecedents of socially conscious behaviors [3,4,5,2,6]. So far, limited number of studies explored the role of individual characteristics in green consumption. In consumer behavior, how religion and spirituality affect consumer consumption is still attractive to research. Lau [7]; Ramly, Lau and Choe [8]; Witkowski and Reddy [6] are among limited researcher who investigated the effect of religiosity on consumer ethically behavior. But still, the role of spirituality in green consumption is underexplored. This research tried to fill this gap by investigating the effect of spirituality and self transcendence on green purchase intention. 1.1. Green Consumption According to Smith, Roy, and Potter [9], a ‘green’ product is a product which has a reduced impact on the natural environment arising from its materials, production, use or disposal – as well as satisfying the more usual design factors such as performance, aesthetics, cost, etc. Consuming green product reflects a conscious concern for preserving the environment. Research on green product is mostly part of research on socially responsible consumption. A socially responsible consumer is the one who purchases products and services perceived to have a positive (or less negative) influence on the environment or who patronizes businesses that attempt to effect related positive social change [10]. This kind of research has been done in many countries in the last five years. Ramly, Lau, and Choe [8] investigated whether religiosity could be as predictor of consumer ethical behavior in Malaysia. Further, Lau [7] extended the study by evaluating religiosity and money ethics in socially responsible consumption. Using the Value Beliefs Norms Theory, Ibtissem [11] investigated the energy conservation behavior as a kind of the consumers’ sustainable behavior among Tunisian consumers. Witkowski and Reddy [6] compared the antecedents of ethical consumption activities which consist of national culture, social engagement, religiosity, idealism, and gender in Germany and United States. These researches show the relevancy of ethical and socially responsible consumption which include the issues but not limited to natural environment, animal welfare, fair trade and workers; right, the boycott of oppressive regime, nuclear power and armaments, money and ethics, and other concerns, such as responsible tourism [12]. Other researches tried to investigate directly the green purchase as one of environmentally conscious behavior. Kim [2] tried to understand green consumption patterns in Korea by investigating the role of collectivism, personal values, environmental attitudes and perceived consumer effectiveness. In China, Chan [3] examined the determinants of Chinese Consumers’ Green Purchase Behavior. Junaedi [5] developed the environmentally concern consumer behavior in Indonesia which also measured the intention to buy green product. Given the reported positive relationship between behavioral intention and behavior [13], it is reasonable to use intention to purchase green product in predicting green consumer behavior. 1.2. Spirituality Spirituality is the personal quest for understanding answer to ultimate questions about life, about meaning, and about relationship to the sacred or transcendent, which may (or may not) lead to or arise from the development of religious rituals and the formation of community [14]. Spirituality is essential to personal and social coexistence because it demonstrates a quest for a sense of meaning, purpose, manifestation of applied moral principles, and conviction of having an intense transcending experience of ordinary limits of body, ego, and linear space and time imbued on a daily basis [15]. So spirituality refers to a search for the sacred or divine through prescribed ways of viewing and living life. As an individual’s internal orientation towards a larger transcendent reality “that binds all things into a more unitive harmony” [16], spirituality has a motivational influence in the human psychological system. Practically, as one of personal values aspects, spirituality is to related ethical cognition and behavior. It may be an important factor in determining how individual behaves including consumption behavior. 1.3. Self Transcendence Self transcendence refers to a characteristic of developmental maturity whereby there is an expansion of self boundaries and an orientation toward broadened life perspective and purposes [17, 18]. It implies a capacity to reach out beyond oneself, to extend oneself beyond personal concerns, and to take on broader life perspective, activities, and purposes. This concept proposes that individual defines reality and provides a sense of wholeness and connectedness between the environment and self.
Chairy / Procedia - Social and Behavioral Sciences 57 (2012) 243 – 246
Reed [17, 18] proposes three aspects of transcendence which are intrapersonal, interpersonal, and transpersonal. Intrapersonal transcendence is directed toward the self. Interpersonal transcendence addresses one’s relationship toward others and the environment. Transpersonal transcendence reflects a sense of relatedness to the unseen or a power greater than self and ordinary resources. In the context of green consumption, these aspects of transcendence seem to have a relationship with environmentally friendly behavior. Schwartz’s universal value theory [19] facilitates the value based approach for pro-environmental behavior. This value theory has been frequently used to explain consumer green consumption. The two most related values to consumption behavior are self transcendence and self enhancement. The first value reflects action that promoting the welfare of others while oppositely the second enhancing the personal interest of the consumer. Self transcendence value could be used to investigate why consumer engages in green consumption. 1.4. Current Study The purpose of this study is to explore the relationship of spirituality, self transcendence, and green purchase intention. As mentioned above, spirituality is considered as one of variables that affect human behavior. Self transcendence has been examined as one of personal values that could explain consumer preferences. But then, is spirituality and self transcendence the same construct? Although previous research showed that spirituality and self transcendence has a positive relationship, but these two variables are different construct. Stevens [20] investigated the relationship between spirituality, self transcendence, and depression in young adults with AIDS. His research result showed that spirituality and self transcendence could be used as predictors of depression. Sperry [21] explored the relationship of self transcendence, social interest, and spirituality to well being in HIV/AIDS adults. Those researches also showed that spirituality and self transcendence are two variables that could explain wellbeing. To date, little research in consumer behavior that investigate the effect of spirituality and self transcendence on the consumption pattern. A spiritual or religious world view may have an important influence on environmentalism [22]. Research shows that spirituality affect consumption [23]. Spirituality may help individual behave less selfishly. Consuming environmentally friendly product is one example of less selfishly consumption that considering preservation for the next generation. Based on the explanation above, it is predicted that spirituality will explain a significant amount of variance of green purchase intention. Previous research indicated that individual values have a significant relationship with environmentally conscious behavior. Stern et al [22] showed that individual commitment to environment is affected by his/her personal values. Kim [2] investigated determinants of green buying behavior of Korean consumers. He showed that self transcendence value is positively related to environmentally friendly attitude and behaviors. Therefore, this study predicts that self transcendence will explain a significant amount of green purchase intention. 2.
Methodology
The sample of this research is 200 undergraduate students (78 female) of Tarumanagara University. They completed questionnaire that distributed in research methodology class during questionnaire design session. The green purchase intention scale was adapted from the work of Chan [3]. Statements include are “over the next one month, I will consider buying products because they are less polluting”, “over the next one month, I will consider switching to other brands for ecological reason”, and “over the next one month, I plan to switch to a green version of a product”. The spirituality was measured by four items as created by Stillman et al [23]. Statements for this scale are as follows: “I feel God’s presence”, “I experience a connection to all life”, “I feel a selfless for others”, and “I feel deep inner peace and harmony”. Self transcendence measures were adapted from Kim [2]. Samples item are “honest”, “helpful”, protecting the environment”, and honoring of parents and elders”. These three scales were tried out with 30 samples from the same population. All reliability sores are acceptable (0.72, 0.87, and 0.79). Regression analysis was used to test whether spirituality and self transcendence is the significant predictor of green purchase intention. [24] 3.
Results
As predicted, participants who have higher sore of spirituality will also have a stronger intention to purchase green product (t-value = 6.009; sig = 0.000; Beta = 0.391). It means that spirituality is a significant predictor of green purchase intention. Further, self transcendence is also reported to be the significant predictor of green purchase intention (t value = 5.556; sig = 0.000; Beta = 0.362. These two variable explain 44.9 % of variance of green purchase intention (R2 = 0.449). This research result supports previous research finding that
245
246
Chairy / Procedia - Social and Behavioral Sciences 57 (2012) 243 – 246
showed spirituality affect consumer consumption [23] and self transcendence is a significant predictor of green purchase intention [2]. 4.
Conclusion
This study revealed that spirituality together with self transcendence could be used as predictors of green purchase behavior. In this case, spirituality is a slightly better predictor of green purchase behavior than self transcendence. The research result gives empirical support for the effect of personal values on green purchase intention. Practically, public policy maker as well as by green product marketers may benefit the research result in fostering green consumption. In popularizing green product consumption that is friendly to the environment, public policy maker could arrange activities that would enhance people spirituality and closeness to God. Green product marketers could claim that their product is produced especially for spiritual people. Further research in green consumption should predict not only the intention to purchase green product but also the actual green purchase. References [1] McGougall GHG. The green movement in Canada: Implications for marketing strategy. Journal of International Consumer Marketing. 1993; 5: 69–87. [2] Kim Y. Understanding green purchase: The influence of collectivism, personal values and environmental attitudes, and the moderating effect of perceived consumer effectiveness. Seoul Journal of Business. 2011; 17: 65-92. [3] Chan, R.Y.K. Determinants of Chinese consumers’ green purchase behavior. Psychology & Marketing. 2001; 18: 389-413. [4] Jaolis F. Profil green consumers Indonesia: Identifikasi segmen dan faktor-faktor yang mempengaruhi perilaku pembelian green products, Jurnal Mitra Ekonomi dan Manajemen Bisnis. 2011; 2: 115-136. [5] Junaidi MFS. Pengembangan model perilaku konsumen berwawasan lingkungan di Indonesia: Studi perbandingan kota metropolitan dan non metropolitan. Jurnal Ekonomi dan Bisnis Indonesia. 2006; 21: 399-419. [6] Witkowski TH, Reddy S. Antecedents of ethical consumption activities in Germany and the United States. Australasian Marketing Journal. 2010; 18: 8-14. [7] Lau TC. Towards socially responsible consumption: an evaluation of religiosity and money ethics. International Journal of Trade, Economis and Finance. 2010; 1: 32-35. [8] Ramly Z; Lau TC, Choe KL. Religiosity as a predictor of consumer ethical behavior: Some evidence from young consumers from Malaysia. Journal of Business Systems, Governance, and Ethics. 2008: 3: 43-56. [9] Smith MT, Roy R, Potter S. The commercial impacts of green product development. The Design Innovation Group, Faculty of Technology (Design), The Open University, Milton Keynes MK7 6AA, (UK). 1996. [10] Robert J.A. Profiling levels of socially responsible consumers behavior: A cluster analytic approach and its implication for marketing, Journal of Marketing Theory and Practice. 1995; 3: 97-114. [11] Ibtissem MH. Application of value beliefs norm theory to the energy conservation behavior. Jurnal of Sustainable Development. 2010; 3: 129-139. [12] Goodwin H, Francis J.. Ethical and responsible tourism: Consumer trends in the UK. Journal of Vacation Marketing. 2003; 9:271–284. [13] Ajzen I, Fishbein M. Understanding attitudes and predicting behavior. Englewood Cliffs, NJ: Prentice-Hall; 1980. [14] King JE, CrowtherMR. The measurement of religiosity and spirituality. Journal of Organizational Change Management. 2004; 17: 83101. [15] Nelson-Becker H, Canda ER. Research on religion, spirituality, and aging: A social work perspective on the state of the art. Journal of Religion, Spirituality, and Aging. 2008; 20: 177-193. [16] Piedmont R L. Does spirituality represent the sixth factor of personality? Spiritual transcendence and the five-factor model. Journal of Personality. 1999; 67: 985–1014. [17] Reed PG. Self-transcendence and mental health in oldest-old adults. Nursing Research. 1991a; 40: 5-11. [18] Reed PG. Toward a nursing theory of self-transcendence: Deductive reformulation using developmental theories. Advances in Nursing Science. 1991b; 13: 64-77. [19] Schwartz SH. Universals in the content and structure of values: Theoretical advances and empirical tests in 20 Countries. Advances in Experimental Social Psychology. 1992; 25: 1-65. [20] Stevens DD. Spirituality, self-transcendence and depression in young adults with AIDS. ProQuest Dissertations and Theses. University of Miami; 1999 [21] Sperry JJ. The Relationship of self transcendence, social interest, and spirituality to well-being in HIV/AIDS Adults, A Dissertation Submitted to the Faculty of The College of Education, Florida Atlantic University. Boca Raton, Florida; 2011. [22] Stern PC, Dietz T, Abel T, Guagnano GA, Kalof L. A value-belief-norm theory of support for social movements: The case of environmentalism. Research in Human Ecology. 1999; 6: 81-97. [23] Stillman TF, Fincham FD, Vohs KD, Lambert NM, Phillips CA. The material and immaterial in conflict: Spirituality reduces conspicuous consumption, Journal of Economic Psychology. 2012; 33: 1–7 [24] Tseng M.L., Lan, L.W., Wang, R., Chiu, A.S.F.; Cheng, H.P.(2011). Using hybrid model to evaluate the green performance in uncertainty. Environmental Monitoring and Assessment 175(1), 367-385.
Procedia - Social and Behavioral Sciences 57 (2012) 243 – 246
The 2012 International Summer Conference on Business Innovation & Technology Management
Spirituality, Self Transcendence, and Green Purchase Intention in College Students Chairy1 Master of Management Program, Tarumanagara University, Jl. S. Parman No. 1 Jakarta Barat 11440, Indonesia
Abstract This study investigated the influence of spirituality and self transcendence on green purchase intention. The sample was undergraduate students of Tarumanagara University. Using regression analysis, this study found that spirituality and self transcendence significantly influenced green purchase intention. Therefore, this study supports the idea that spirituality and self transcendence should correspond to a stronger desire to consume pro-environmental product. Further, this research finding may help public policy makers in fostering green consumption and marketers in designing green marketing strategies. Keywords: spirituality; self transcendence; green purchase intention
1.
Introduction
In support for environmental concern and sustainable development, recently the government of Indonesia pays more attention to environmentally friendly consumption. This action is not without strong reason because to advance green revolution in a country the role of consumers is essential [1]. Consumers are responsible for environmental degradation since their consumption activities may result in harmful effect on environment. By consuming environmentally friendly product, it is believed that this consumer ethically behavior will result in preserving the environment. Several activities related to green product have been held in Indonesia. Last year, a green festival was launched in Jakarta. This festival popularized the organic product which is one of green products that attract great attention of particular consumer in Jakarta. In the same year, another activity that supported by the government was the national conference on green economy which was held in collaboration with Center for Sustainable Development (http://www.bappenas.go.id/node/165/3387/semiloka-nasional-menuju-ekonomihijau-pembelajaran-pada-tahap-transisi/). It was reported that more than 80% of Indonesian consumers agree to choose environmentally friendly, energy saving, and recycle-able product. In 23rd APEC Ministerial Meeting which was held on 11 November, 2011 in Honolulu, Hawaii, USA, there is a strong support for green growth from participants. Participant ministers were urged to lower the tariff of Environmental Goods and Services to below 5%. Basically, the Minister of Trade of Indonesia agrees to support this idea although still need time to evaluate the impact of this action on Indonesian consumer welfare. In short, consumer is one of the most important sides to consider in fostering green revolution. By better understanding their characteristics and consumption behavior, we could influence them to buy green product. To succeed in marketing green product, determinants of Indonesian consumers green purchase behavior are relevant to explore. Since the 1990s there has been considerable research in various scientific disciplines 1
Phone: +62-21-56958740; Fax: +62-21-56958737 e-mail: [email protected]
1877-0428 © 2012 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of the Asia Pacific Business Innovation and Technology Management Society (APBITM) doi:10.1016/j.sbspro.2012.09.1181
244
Chairy / Procedia - Social and Behavioral Sciences 57 (2012) 243 – 246
examining environmentally conscious purchasing behavior [2]. Most of the research investigated the antecedents of socially conscious behaviors [3,4,5,2,6]. So far, limited number of studies explored the role of individual characteristics in green consumption. In consumer behavior, how religion and spirituality affect consumer consumption is still attractive to research. Lau [7]; Ramly, Lau and Choe [8]; Witkowski and Reddy [6] are among limited researcher who investigated the effect of religiosity on consumer ethically behavior. But still, the role of spirituality in green consumption is underexplored. This research tried to fill this gap by investigating the effect of spirituality and self transcendence on green purchase intention. 1.1. Green Consumption According to Smith, Roy, and Potter [9], a ‘green’ product is a product which has a reduced impact on the natural environment arising from its materials, production, use or disposal – as well as satisfying the more usual design factors such as performance, aesthetics, cost, etc. Consuming green product reflects a conscious concern for preserving the environment. Research on green product is mostly part of research on socially responsible consumption. A socially responsible consumer is the one who purchases products and services perceived to have a positive (or less negative) influence on the environment or who patronizes businesses that attempt to effect related positive social change [10]. This kind of research has been done in many countries in the last five years. Ramly, Lau, and Choe [8] investigated whether religiosity could be as predictor of consumer ethical behavior in Malaysia. Further, Lau [7] extended the study by evaluating religiosity and money ethics in socially responsible consumption. Using the Value Beliefs Norms Theory, Ibtissem [11] investigated the energy conservation behavior as a kind of the consumers’ sustainable behavior among Tunisian consumers. Witkowski and Reddy [6] compared the antecedents of ethical consumption activities which consist of national culture, social engagement, religiosity, idealism, and gender in Germany and United States. These researches show the relevancy of ethical and socially responsible consumption which include the issues but not limited to natural environment, animal welfare, fair trade and workers; right, the boycott of oppressive regime, nuclear power and armaments, money and ethics, and other concerns, such as responsible tourism [12]. Other researches tried to investigate directly the green purchase as one of environmentally conscious behavior. Kim [2] tried to understand green consumption patterns in Korea by investigating the role of collectivism, personal values, environmental attitudes and perceived consumer effectiveness. In China, Chan [3] examined the determinants of Chinese Consumers’ Green Purchase Behavior. Junaedi [5] developed the environmentally concern consumer behavior in Indonesia which also measured the intention to buy green product. Given the reported positive relationship between behavioral intention and behavior [13], it is reasonable to use intention to purchase green product in predicting green consumer behavior. 1.2. Spirituality Spirituality is the personal quest for understanding answer to ultimate questions about life, about meaning, and about relationship to the sacred or transcendent, which may (or may not) lead to or arise from the development of religious rituals and the formation of community [14]. Spirituality is essential to personal and social coexistence because it demonstrates a quest for a sense of meaning, purpose, manifestation of applied moral principles, and conviction of having an intense transcending experience of ordinary limits of body, ego, and linear space and time imbued on a daily basis [15]. So spirituality refers to a search for the sacred or divine through prescribed ways of viewing and living life. As an individual’s internal orientation towards a larger transcendent reality “that binds all things into a more unitive harmony” [16], spirituality has a motivational influence in the human psychological system. Practically, as one of personal values aspects, spirituality is to related ethical cognition and behavior. It may be an important factor in determining how individual behaves including consumption behavior. 1.3. Self Transcendence Self transcendence refers to a characteristic of developmental maturity whereby there is an expansion of self boundaries and an orientation toward broadened life perspective and purposes [17, 18]. It implies a capacity to reach out beyond oneself, to extend oneself beyond personal concerns, and to take on broader life perspective, activities, and purposes. This concept proposes that individual defines reality and provides a sense of wholeness and connectedness between the environment and self.
Chairy / Procedia - Social and Behavioral Sciences 57 (2012) 243 – 246
Reed [17, 18] proposes three aspects of transcendence which are intrapersonal, interpersonal, and transpersonal. Intrapersonal transcendence is directed toward the self. Interpersonal transcendence addresses one’s relationship toward others and the environment. Transpersonal transcendence reflects a sense of relatedness to the unseen or a power greater than self and ordinary resources. In the context of green consumption, these aspects of transcendence seem to have a relationship with environmentally friendly behavior. Schwartz’s universal value theory [19] facilitates the value based approach for pro-environmental behavior. This value theory has been frequently used to explain consumer green consumption. The two most related values to consumption behavior are self transcendence and self enhancement. The first value reflects action that promoting the welfare of others while oppositely the second enhancing the personal interest of the consumer. Self transcendence value could be used to investigate why consumer engages in green consumption. 1.4. Current Study The purpose of this study is to explore the relationship of spirituality, self transcendence, and green purchase intention. As mentioned above, spirituality is considered as one of variables that affect human behavior. Self transcendence has been examined as one of personal values that could explain consumer preferences. But then, is spirituality and self transcendence the same construct? Although previous research showed that spirituality and self transcendence has a positive relationship, but these two variables are different construct. Stevens [20] investigated the relationship between spirituality, self transcendence, and depression in young adults with AIDS. His research result showed that spirituality and self transcendence could be used as predictors of depression. Sperry [21] explored the relationship of self transcendence, social interest, and spirituality to well being in HIV/AIDS adults. Those researches also showed that spirituality and self transcendence are two variables that could explain wellbeing. To date, little research in consumer behavior that investigate the effect of spirituality and self transcendence on the consumption pattern. A spiritual or religious world view may have an important influence on environmentalism [22]. Research shows that spirituality affect consumption [23]. Spirituality may help individual behave less selfishly. Consuming environmentally friendly product is one example of less selfishly consumption that considering preservation for the next generation. Based on the explanation above, it is predicted that spirituality will explain a significant amount of variance of green purchase intention. Previous research indicated that individual values have a significant relationship with environmentally conscious behavior. Stern et al [22] showed that individual commitment to environment is affected by his/her personal values. Kim [2] investigated determinants of green buying behavior of Korean consumers. He showed that self transcendence value is positively related to environmentally friendly attitude and behaviors. Therefore, this study predicts that self transcendence will explain a significant amount of green purchase intention. 2.
Methodology
The sample of this research is 200 undergraduate students (78 female) of Tarumanagara University. They completed questionnaire that distributed in research methodology class during questionnaire design session. The green purchase intention scale was adapted from the work of Chan [3]. Statements include are “over the next one month, I will consider buying products because they are less polluting”, “over the next one month, I will consider switching to other brands for ecological reason”, and “over the next one month, I plan to switch to a green version of a product”. The spirituality was measured by four items as created by Stillman et al [23]. Statements for this scale are as follows: “I feel God’s presence”, “I experience a connection to all life”, “I feel a selfless for others”, and “I feel deep inner peace and harmony”. Self transcendence measures were adapted from Kim [2]. Samples item are “honest”, “helpful”, protecting the environment”, and honoring of parents and elders”. These three scales were tried out with 30 samples from the same population. All reliability sores are acceptable (0.72, 0.87, and 0.79). Regression analysis was used to test whether spirituality and self transcendence is the significant predictor of green purchase intention. [24] 3.
Results
As predicted, participants who have higher sore of spirituality will also have a stronger intention to purchase green product (t-value = 6.009; sig = 0.000; Beta = 0.391). It means that spirituality is a significant predictor of green purchase intention. Further, self transcendence is also reported to be the significant predictor of green purchase intention (t value = 5.556; sig = 0.000; Beta = 0.362. These two variable explain 44.9 % of variance of green purchase intention (R2 = 0.449). This research result supports previous research finding that
245
246
Chairy / Procedia - Social and Behavioral Sciences 57 (2012) 243 – 246
showed spirituality affect consumer consumption [23] and self transcendence is a significant predictor of green purchase intention [2]. 4.
Conclusion
This study revealed that spirituality together with self transcendence could be used as predictors of green purchase behavior. In this case, spirituality is a slightly better predictor of green purchase behavior than self transcendence. The research result gives empirical support for the effect of personal values on green purchase intention. Practically, public policy maker as well as by green product marketers may benefit the research result in fostering green consumption. In popularizing green product consumption that is friendly to the environment, public policy maker could arrange activities that would enhance people spirituality and closeness to God. Green product marketers could claim that their product is produced especially for spiritual people. Further research in green consumption should predict not only the intention to purchase green product but also the actual green purchase. References [1] McGougall GHG. The green movement in Canada: Implications for marketing strategy. Journal of International Consumer Marketing. 1993; 5: 69–87. [2] Kim Y. Understanding green purchase: The influence of collectivism, personal values and environmental attitudes, and the moderating effect of perceived consumer effectiveness. Seoul Journal of Business. 2011; 17: 65-92. [3] Chan, R.Y.K. Determinants of Chinese consumers’ green purchase behavior. Psychology & Marketing. 2001; 18: 389-413. [4] Jaolis F. Profil green consumers Indonesia: Identifikasi segmen dan faktor-faktor yang mempengaruhi perilaku pembelian green products, Jurnal Mitra Ekonomi dan Manajemen Bisnis. 2011; 2: 115-136. [5] Junaidi MFS. Pengembangan model perilaku konsumen berwawasan lingkungan di Indonesia: Studi perbandingan kota metropolitan dan non metropolitan. Jurnal Ekonomi dan Bisnis Indonesia. 2006; 21: 399-419. [6] Witkowski TH, Reddy S. Antecedents of ethical consumption activities in Germany and the United States. Australasian Marketing Journal. 2010; 18: 8-14. [7] Lau TC. Towards socially responsible consumption: an evaluation of religiosity and money ethics. International Journal of Trade, Economis and Finance. 2010; 1: 32-35. [8] Ramly Z; Lau TC, Choe KL. Religiosity as a predictor of consumer ethical behavior: Some evidence from young consumers from Malaysia. Journal of Business Systems, Governance, and Ethics. 2008: 3: 43-56. [9] Smith MT, Roy R, Potter S. The commercial impacts of green product development. The Design Innovation Group, Faculty of Technology (Design), The Open University, Milton Keynes MK7 6AA, (UK). 1996. [10] Robert J.A. Profiling levels of socially responsible consumers behavior: A cluster analytic approach and its implication for marketing, Journal of Marketing Theory and Practice. 1995; 3: 97-114. [11] Ibtissem MH. Application of value beliefs norm theory to the energy conservation behavior. Jurnal of Sustainable Development. 2010; 3: 129-139. [12] Goodwin H, Francis J.. Ethical and responsible tourism: Consumer trends in the UK. Journal of Vacation Marketing. 2003; 9:271–284. [13] Ajzen I, Fishbein M. Understanding attitudes and predicting behavior. Englewood Cliffs, NJ: Prentice-Hall; 1980. [14] King JE, CrowtherMR. The measurement of religiosity and spirituality. Journal of Organizational Change Management. 2004; 17: 83101. [15] Nelson-Becker H, Canda ER. Research on religion, spirituality, and aging: A social work perspective on the state of the art. Journal of Religion, Spirituality, and Aging. 2008; 20: 177-193. [16] Piedmont R L. Does spirituality represent the sixth factor of personality? Spiritual transcendence and the five-factor model. Journal of Personality. 1999; 67: 985–1014. [17] Reed PG. Self-transcendence and mental health in oldest-old adults. Nursing Research. 1991a; 40: 5-11. [18] Reed PG. Toward a nursing theory of self-transcendence: Deductive reformulation using developmental theories. Advances in Nursing Science. 1991b; 13: 64-77. [19] Schwartz SH. Universals in the content and structure of values: Theoretical advances and empirical tests in 20 Countries. Advances in Experimental Social Psychology. 1992; 25: 1-65. [20] Stevens DD. Spirituality, self-transcendence and depression in young adults with AIDS. ProQuest Dissertations and Theses. University of Miami; 1999 [21] Sperry JJ. The Relationship of self transcendence, social interest, and spirituality to well-being in HIV/AIDS Adults, A Dissertation Submitted to the Faculty of The College of Education, Florida Atlantic University. Boca Raton, Florida; 2011. [22] Stern PC, Dietz T, Abel T, Guagnano GA, Kalof L. A value-belief-norm theory of support for social movements: The case of environmentalism. Research in Human Ecology. 1999; 6: 81-97. [23] Stillman TF, Fincham FD, Vohs KD, Lambert NM, Phillips CA. The material and immaterial in conflict: Spirituality reduces conspicuous consumption, Journal of Economic Psychology. 2012; 33: 1–7 [24] Tseng M.L., Lan, L.W., Wang, R., Chiu, A.S.F.; Cheng, H.P.(2011). Using hybrid model to evaluate the green performance in uncertainty. Environmental Monitoring and Assessment 175(1), 367-385.