The Effect of Environmental Attitude Through Perceived Environmental Responsibility on Pro-Environmental Consumer Behavior in Organic Food Consumer

Abstract

The Covid-19 pandemic has hurt the Indonesian economy. To achieve sustainable economic recovery, the government has begun to transform the economy towards a greener direction or a circular economy for long-term economic growth. Contributions to the circular economy in Indonesia can be made through reuse, recycling, raw materials, design, production, and consumption. In terms of consumption, people are currently encouraged to choose organic products to meet their needs. According to data from the Indonesian Organic Agriculture Statistics (SPOI), Central Java province is in the top four for the highest use of organic food products after other provinces. The purpose of this study was to test the effect of environmental attitudes on pro-environmental consumer behavior. It will also test the mediation of perceived environmental responsibility between environmental attitudes and pro-environmental consumer behavior in Central Java. Furthermore, the urgency of this research is important to provide information about the potential for organic food businesses with the phenomena that occur, there by increasing the number of organic food entrepreneurs/consumers and being able to contribute to the circular economy in Central Java, Indonesia.

Keywords: pro-environmental consumer behavior, environmental attitude, perceived environmental responsibility