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GeoJournal of Tourism and Geosites
Year XIV, vol. 34, no. 1, 2021, p.186-192
ISSN 2065-1198, E-ISSN 2065-0817
DOI 10.30892/gtg.34124-635
http://gtg.webhost.uoradea.ro/
NURTURING CONSUMERS‘ GREEN PURCHASE INTENTION ON NATURAL DYES
BATIK DURING CRAFT SHOPPING TOUR IN THE BATIK CITY OF PEKALONGAN INDONESIA
Wenti Ayu SUNARJO
Universitas Jenderal Soedirman, Purwokerto, Indonesia,
Universitas Pekalongan, Faculty of Engineering, Pekalongan, Indonesia, e-mail: wentiayu@unikal.ac.id
Vigory Gloriman MANALU
Universitas Jenderal Soedirman, Purwokerto, Indonesia,
Universitas Kuningan, Faculty of Economics, Kuningan, Indonesia, e-mail: vigoryglo@uniku.ac.id
Wiwiek Rabiatul ADAWIYAH*
Universitas Jenderal Soedirman, Faculty of Economics and Business, Purwokerto, Indonesia, e-mail: wiwiek.adawiyah@unsoed.ac.id
Citation: Sunarjo, W.A., Manalu, V.G., & Adawiyah, W.R. (2021). NURTURING CONSUMERS‘ GREEN PURCHASE INTENTION ON
NATURAL DYES BATIK DURING CRAFT SHOPPING TOUR IN THE BATIK CITY OF PEKALONGAN INDONESIA . GeoJournal of
Tourism and Geosites, 34(1), 186–192. https://doi.org/10.30892/gtg.34124-635
Abstract: Demand on eco-friendly products is burgeoning, as a form adaptation to climate change mitigation strategy. Hence, environmental issues are
still considered as an emerging topic that concerns the tourism sector. Planned Behavior Theory (TPB) describes the formation of environmentally friendly
behavior intentions in green purchase intentions of natural batik dyes. Data were obtained from 200 visitors who ever purchased natural dyed batik during
their craft shopping tours to the city of Batik, Pekalongan Indonesia. The data were further analyzed using the structural equation modeling (SEM)
approach. The initial model's calculation results reveal that green subjective norm has no significant relationship on green purchase intention. Furthermore,
green product knowledge and attitude positively impact green purse intention of batik products made from natural ingredients. The results showed that
INELOC does not moderate the relationship between attitude (ATT) on green purchase intention. Craft shopping tour is becoming popular choice of
sightseeing bundling offered by travel agents. Besides its positive value, increasing demand on the handicraft shopping also has a negative consequence on
the environment. The destruction occurs as a result of rapid growth in consumption, hence, purchasing environmentally friendly products can be a way to
minimize the climate change and balancing the ecosystems. Demand on eco-friendly products is burgeoning, as a form adaptation to climate change
mitigation strategy. Realizing that the river pollution can endanger people's health, MSMEs have started producing batik with natural dyes. Although
the number of MSMEs that produce natural dyed batik products is not high, the Pekalongan City Government is continually socialize the importance
of reducing chemical waste and river pollution. These findings have important implications for marketers and policymakers of natural dye batik.
Key words: handicraft shopping tour, Internal Environment Locus of Control, Green Purchase Intention
* * * * * *
INTRODUCTION
Recently, consumer preference for environmentally friendly products is flourishing. The phenomenon of climate change and increasing
global warming (Afrinaldy et al., 2017) is the driving factor for increasing public awareness of ecological problems. High level of consumption
on non-environmentally friendly products globally have proliferate environmental problems which resulted as pollution in various elements of
life (Afrinaldy et al., 2017) such as; water, air (Lou et al., 2017) land, and waste (De Aquim at al., 2019). Thus, the novel green consumption
trend among community encourages every member to understand and alter their conventional consumption patterns in their purchase intentions
in pursuing environmental sustainability (Ahmad at al., 2020; Brutting et al., 2020; De Aquim et al., 2019; Prakash et al., 2019; Jaiswal and Kant,
2018; Nie et al., 2018). Research on green products' consumer purchase intentions has been widely conducted (Chairy, 2012; Joshi and Zillur,
2015; Mobrezi and Khoshtinat, 2016; Bashir et al., 2019; Agmeka et al., 2019). Kim and Hwang (2020), in their study, explain that the intention
of environmentally friendly behavior related to the theoretical framework and product knowledge about the pro-environment in terms of goods
(food) delivery services using drones to reduce air pollution from goods delivery vehicles (food). Furthermore, Hsu et al. (2017), in their study on
environmental knowledge, attitude, and green purchase intention, found that attitude and subjective norms significantly impact purchase
intention of herbal skin care products. From the above explanation, it can be concluded that increasing public awareness of various
environmental problems encourages environmentally friendly products' purchase intention. The Planned Behavior Theory (TPB) factor
positively affects consumer purchase intentions (Ahmad et al., 2020). According to Hung et al. (2016), in TPB construct, subjective attitudes and
norms may have the most significant and most positive effect (Wang et al., 2017). The model that will be developed in this study is consecutive
with the research conducted by Guerin and Toland (2020), which is driven by TPB’s concept (Ajzen, 1991) that is indirectly related to subjective
norms, attitude, and knowledge. Several studies have also been modified to validate purchase intention on environmentally friendly products in
accordance to the TPB concept, such as in India, where consumer attitudes and perceived behavioral control are found to be significant in
predicting purchase intentions. In contrast, subjective norms did not affect (Paul et al., 2016). Another study conducted in Morocco revealed that
women's traditional knowledge is ready to be integrated into natural product development (Montanari and Bergh, 2019). Eco-friendly packaging
products, as a study found that purchase intention towards environmentally friendly packaging was significantly influenced by personal norms
and attitudes (Prakash and Pathak, 2017). Furthermore, Hsu et al. (2017) found that attitudes, subjective norms, and perceived behavioral control
significantly impact green skincare products' purchase intention in Taiwan. Based on those studies, it can be concluded that there is an
insufficient number of studies on purchase intention in natural dies batik products among customers during craft shopping tour, especially in
Indonesia. Previous studies on batik in Indonesia (Meutia and Ismail, 2012; Rukayah et al., 2015; Borshalina, 2015) did not focus on green
buying intentions but placing higher priority on price instead. However, batik was initially made using natural dyes made from plants, which are
the only available dyes in the past (Haake, 1989). Accordingly, the idea (Clean Batik Initiative (CBI), 2013) was implemented by the Indonesian
- German Economic Association (EKONID). CBI aims to reduce the negative impact on the environment caused by batik production.
* Corresponding author
Nurturing Consumers‘ Green Purchase Intention on Natural Dyes Batik During Craft Shopping Tour in the Batik City of Pekalongan Indonesia
187
Pekalongan is a densely-populated coastal zone, the inhabitants are hardworking as they have to cope with the risk of rob and maintain the
coastal ecosystems from irresponsible acts. Many careless people trash the beach over time that would harm the seashore. Majority of the people
are open minded in maintaining harmonious ecosystem. The communities have coastal zone management systems based on their traditional
knowledge and practices. One of the strategy imposed by the local government in saving the environment is through consuming green products.
A study conducted by Bashir et al. (2019) found that behavioral intention towards the environment mediates the relationship between
consumers' norms and green consumer behavior. Furthermore, Ng and Law (2015) argued that people with an internal locus of control
(LOC) show a positive attitude towards environmentally friendly products. It is due to the belief that their actions are the main determinants
of the environment's well-being (Basak and Ghosh, 2011). On the other hand, the result of the study on people who have an external LOC
has no impact on the environment because they believe that their purchase will not make a significant environmental change. They tend to
believe that this is the government's responsibility or company (Basak and Ghosh, 2011). Individuals with an internal locus of control show a
better adaptation to various situations in a more practical way than people who have an external locus of control (Trivedi et al., 2015). If
research that explores the impact of internal and external control beliefs on individual pro-environmental behavior, a study conducted by
Yang and Weber (2019) developed and tested an integrated environment locus of control (ELOC) model. The results showed that internal
ELOC produces positive effects on green behavior. Accordingly, based on the explanation above, INELOC is expected to have a
moderating role in this study. Patel et al. (2020) constructed a model in their study which connects internal consumer trends (identity and
internal environmental control locus) with the development of TPB to determine green purchase intention. Although the results were
consistent with the theoretical basis and supported by empirical evidence, the study limitations suggest further research on more specified
green products—this study identified as MSME batik products that use natural dyes in Pekalongan City, Indonesia.
Figure 1. Natural Dyed Batik (Indigo)
(Sources: Zahir Widadi Batik Pekalongan, 2020)
The current orientation of the international market is that batik is
agreeable to nature (Clean Batik Initiative/CBI, 2013). This is focused on
the fact of the detrimental effects of the improper use of synthetic dye
based chemicals in the batik industry. According to the Water Resources
Management Agency (BPSDA), the four rivers in Pekalongan have been
polluted and can no longer be used on a municipal or community basis.
Rain water can no longer be used for watering rice fields or fishing ponds
in delta rivers. Given the degree to which this issue is significant and the
lack of viable solutions to solve it, CBI finds the use of natural dyes to be
a very important idea to enable the industry to recover its roots and to be
able to contribute to sustainable growth. A great deal of re-learning is
needed to achieve this goal (Clean Batik Initiative/CBI, 2013). On 2
October 2009, Batik was copyrighted by the United Nations Educational,
Science and Cultural Organization (UNESCO) as a human heritage for
non-material oral culture (Masterpieces of the Oral and Intangible
Heritage of Humanity) originating in and belonging to Indonesia. Thus
the town of Pekalongan, which is one of the most popular areas for the
batik industry in Indonesia, is closely linked to the culture of the Batik
manufacturing process. According to the Pekalongan City Department of
Industry, Trade, Cooperatives and Micro, Small and Medium Enterprises
(MSMEs), Pekalongan has been declared a national batik hub, with 70%
of the batik supply in Indonesia coming from the city. The Department of
Industry, Trade, Cooperatives and Micro, Small and Medium Enterprises
(UMKM) of Pekalongan City also reported that over time the City of
Pekalongan is trying to meet the global market needs of environmentally friendly goods. The idea of manufacturing naturally dyed batik has been
warmly accepted by the international market for its inspiration to manufacture environmentally sustainable batik products. The goal of this study
is to explore the relationship between green subjective standards, awareness of green products and attitudes towards green purchasing intentions
through the Internal Environmental Control Locus (INELOC) between craft shopping tourists in the Batik town of Pekalongan.
LITERATURE REVIEW
Theory of Reasoned Action (TRA) and Theory Planned Behavior (TPB)
Customarily, in consumer behavior research, it is started by (Ajzen and Fishbein, 1977), Theory of Reasoned Action (TRA), which explains
that consumer behavior is determined by intention, combined with subjective attitudes and norms. Furthermore, the theory of planned behavior
(TPB), according to Ajzen and Fishbein (1980), is used as an extended TRA model consisting of perceived behavioral control with norm attitudes
and actions. TPB is a theory developed based on the theory of reasoned action (TRA) and can be interpreted as an indication of a person's readiness
to behave in a particular pathway (Ajzen, 1991). Thus TPB incorporates perceived behavioral control (PBC) into TRA. Perceived behavioral
control implies an individual's perception of readiness and ability to engage in certain activities (Ajzen, 2000; Wu, J. M., 2016). It is subsequent
with Guerin and Toland's (2020) study results where the overall findings correspond to the TPB. The findings supported the incorporation of the
behavior theory (especially the TPB modification theory). Our environmental theory is developed based on TPB by combining green subjective
norms, knowledge of green products, and attitudes with an internal locus of control (INELOC) in predicting green behavior intentions.
Green Subjective Norm on Green Purchase Intention
Subjective norms can be understood as the perceived social power to perform certain behaviors (Ajzen, 1991). According to Ajzen's
theory, the factors that can influence the cognitive-affective process are the subjective norms determined by a person's normative beliefs on
whether essential people (such as friends, parents, teachers, and coworkers) agree or disagree with the behavior and the person's willingness
to comply with others. Thus indicates the importance of people's judgments one's behavior decision (Ajzen, 1991). The emergence of green
subjective norms (GSN) stems from the theory of planned behavior (TPB) by combining independent self-construal and interdependent self-
construal into a planned behavior theory (TPB) adjustment. The merger was carried out to predict green behavioral intention (Ajzen,
1991; Ajzen and Fishbein, 1977; Mancha and Yoder, 2015). Furthermore, in their research, Mancha and Yoder (2015) found that
carrying out a campaign to promote green behavior prioritizes independence, precisely aims to support attitudes of preservation, and
campaigns that focus on interdependence must specifically improve subjective green norms and perceived behavioral control. Once this
Wenti Ayu SUNARJO, Vigory Gloriman MANALU, Wiwiek Rabiatul ADAWIYAH
188
self-evaluation is fulfilled, the requirements of attention to the dissonance between increased attitudes and beliefs should result in
adopting greener intentions and behaviors. Thus it can be concluded that green subjective norm has a significant and positive relationship
with green behavioral intention. Therefore, it is suggested that the antecedents of green behavioral intentions will have a positive relation
to intended green behavior. The proposed hypothesis can be stated as follows:
Hypothesis 1: Green subjective norm can influence green purchase intention.
Knowledge of Green Product on Green Purchase Intention
The result of the study conducted by Guerin and Toland (2020) supported TRA. The structural equation models fit the data well, most of the
path coefficients are significant, and knowledge has an indirect effect on behavioral intention. Hair et al. (2006) stated that a relationship between
knowledge about products and green purchase intentions, while knowledge on usage and purchase has no relationship. Contrary, the findings of
Choi and Johnson (2019) stated that environmental knowledge has a considerable effect in explaining purchase intention. Previous research
on consumer experiences in using products has proven that there are differences between expectations and perceptions in determining
consumer attitudes (Souri et al., 2018). Similarly, the results of other previous studies on the quality of knowledge cost knowledge, and
knowledge of green products affect green purchase intention (Wang and Hazen, 2016). Furthermore, environmental knowledge is proven to
have a positive relationship with green purchase intention (Zhao and Zhong, 2015). However, Ritter et al. (2015) stated that a lack of
consumer information often resulted in behavior and attitudes gaps between the environment, concerns, and actual purchase intentions.
Meanwhile, another study shows no significant relationship between green consumers' knowledge and behavior (Zhao et al., 2014). Thus, it
can be concluded that green behavioral intention will positively related to green behavior. The proposed hypothesis can be stated as follows;
Hypothesis 2: The knowledge of green products can influence the green purchase intention.
Attitude on Green Purchase Intention
Understanding attitudes (ATT), according to Ajzen (1991) and Ajzen and Fishbein (1977), is the level of a person's positive or negative
attitude as a tendency to consistently respond to things that are favorable or unpleasant to the behavior target. Research conducted by Verma
(2018) created a socio-psychological model that was developed by including original variables rooted in TPB, and the findings showed that
attitude ranked the highest in the results achieved to predict consumers' purchase intention of green products. Furthermore, Hung et al. (2016)
stated that the right attitude and purchase intention are positively related to consumers' attitudes. Similarly, Leonidou et al. (2010) examined
how individuals evaluate various pro-environmental actions by proposing two constructs; inward environmental attitude and outward
environmental attitude, where the individual's role in preserving the environment is entirely dependent on the individual's efforts in it.
Furthermore, the research model developed by Trivedi et al. (2018) measured the main antecedents (attitude) of environmental attitudes,
which were divided into inward and outward orientation. The study found that green packaging's environmental attitudes and attitudes play
an essential role in shaping green purchase intention. Therefore, the proposed hypothesis can be stated as follows;
Hypothesis 3: attitudes has a positive influence green purchase intention.
Internal Environment Locus of Control (INELOC) on Green Purchase Intention
Locus of control (LOC) refers to "a person's belief in his ability to control events that occur in his life," which was first proposed by Rotter
(1960). It is generally believed that people with an internal LOC show a positive attitude towards the use of environmentally friendly products.
They believe that their actions are a significant determinant of environmental well-being. On the other hand, those with an external LOC will
show learned helplessness because they believe that their purchase will not make a significant environmental change and argued that it is the
government or companies (Trivedi et al., 2015). Psychological surveys of the environment found that internal locus of control is one of the
strongest predictors of individuals (Sebastian ang Guido, 2007). Yang and Weber (2019) stated that respondents perceived higher responsibility
given to government and companies relative to their environmental impacts driven by Confucian values (i.e., group orientation, belief in the
hierarchy) with relatively consistent internal ELOC compared to external ELOC. Ahn et al. (2014) discussed the implications of using embodied
experiences for behavior change with an internal environment locus of control (INELOC) serving as a moderator. It served as the rationale for
the argument that people with INELOC have greater involvement in consuming environmentally friendly products than people with external
LOCs (Schwepker Jr and Cornwell, 1991). Overall, because it has been found that the relationship between attitudes towards the environment
and LOC is clearly established in both individualism and collectivism societies, this study considers this to be an INELOC variable (Patel et al.,
2020). According to Bashir et al. (2019), behavioral intention towards the green environment moderates the positive and significant relationship
between consumer norms and green consumer behavior. Furthermore, internal locus of control (LOC) shows a positive attitude towards the use
of environmentally friendly products, which is the main modal for influencing the purchase intention of environmentally friendly products,
driven by the belief that their actions are the main determinants of environmental welfare.
However, those with an external LOC tend to believe that the purchase they made will not significantly change the environment. The
responsibility is the government or company (Trivedi et al., 2015). Companies are more likely to support such campaigns as part of their
corporate social responsibility (Parsa, 2011). The concept of locus of control was initiated by Rotter (1960), defined as an individual's control
over their work and their belief in self-success, which divided into two; first, the internal locus of control that explains a personal belief on the
self-responsibility for their work behavior in the organization. Second, external locus of control describes individuals who believe that their work
behavior and their success are more due to external factors, such as the organization. Locus of control can also be demonstrated by two essential
characteristics; high achievement motivation and low external direction. It is believed to be the basis of the locus of control scale. Furthermore, it
has been revealed that a person's feelings can control his life goals, which is an integral and essential correlation of health (Rotter, 1960). The
presence of INELOC is argued to have strengthened the effect of green subjective norm, knowledge of green products, and attitudes towards the
intention to purchase green products as a moderating factor (Patel et al., 2020). According to Suliyanto (2011), the moderating variable is a
variable that determines or affects the strength or weakness of the relationship between the independent variable and the dependent variable.
The moderator or contingency variable is a variable that has a contingent effect. A study conducted by Patel (2020) used INELOC as a
moderating variable on the relationship between ATT and purchase behavior control (PBC) on GPI. It has never been used as a moderating
variable on the relationship between GSN, KGP, and ATT on GPI. Therefore, the proposed hypothesis can be stated as follows;
Hypothesis 4: Ineloc moderates the influence of green behavior norms and green purchase intention.
Purchasing green products is personal behavior that can be manipulated through information and emotional processes. Ghahtarani et
al. (2020) argued that sharing knowledge can impact purchase intentions because by having the information about products and services,
one can make wise decisions about which product will be purchased. Furthermore, internal locus of control (ILOC) is highlighted as an
essential determinant of behavior among consumers, where consumers with high INELOC have a more favorable attitude towards products
Nurturing Consumers‘ Green Purchase Intention on Natural Dyes Batik During Craft Shopping Tour in the Batik City of Pekalongan Indonesia
189
(Patel et al., 2020). The study was supported by TPB's basic concept, which was developed in predicting consumer knowledge of green
products (Knowledge of Green Products) on green purchase intentions. Similar to the research conducted by Deijen and Kornaat (1997), the
results show that emphasizing additional information on product users is very important because it can increase user knowledge, increase
short-term compliance, and increase long-term knowledge of the product used. Therefore, the proposed hypothesis can be stated as follows;
Hypothesis 5: Ineloc moderates the influence on knowledge of green products and green purchase intention.
Attitude is a psychological tendency expressed by evaluating specific goals through several levels ranged from the most liked to disliked
(Eagly and Chaiken, 1993). Previous studies' support that attitudes toward the environment as the most relevant and vital determinant of pro-
environmental behavior intentions (Kai and Haokai, 2016). Consistently, a research by Deijen and Kornaat (1997) indicated that the internal
locus of control views behavior as internal motivation that helps someone to achieve self-determined goals related to the individual's (positive or
negative) attitude. Therefore, this study proposes that the internal environment of locus of control (INELOC) to have a moderating effect on
green products' knowledge. According to the study conducted by Patel et al. (2020), using samples of respondents at a productive age resulted in
the significant influence of attitude on the intention to purchase green products. Therefore, the proposed hypothesis can be stated as follows;
Hypothesis 6: Ineloc moderates the effect of attitudes on green purchase intention.
Figure 2. Research Framework (Source: Authors’ model developed for the study)
Table 1. Characteristic Respondents
(Source: primary data obtained through questionaires)
Demographics
Categories
Frequency
Percent
Gender
Total
Education
Background
Total
Profession
Total
Males
Females
Doctoral
Master
Degree
High School
Governance
Lecturer
Entrepreneurs
Employee
Student
Others
82
118
200
7
63
91
39
200
20
54
42
36
15
33
200
41
59
100.0
3.5
31.5
45.5
19.5
100.0
10
27
21
18
7.5
16.5
100.0
MATERIALS AND METHODS
Participant and Sampling Design
According to circumstances, the sampling method involved a stratification process, followed by Stratum subjects' random selection. The
sample population mentioned above was taken from the residence of Central Java, who is familiar with Pekalongan batik products, especially
natural dyed batik products. The sampling technique used a purposive sampling method with certain criteria; the respondents were people
who had bought natural dyed batik. According to Patton (1990), the tendency of purposive sampling is usually used in homogeneous
research cases, such as in this study. 200 respondents were gathered, 13 question items were asked and measured using a 5-point Likert scale
(1 = strongly disagree, 2 = disagree, 3 = neutral, 4 = agree, 5 = strongly agree).
Descriptive Statistics
A total of 200 respondents were gathered (Table 1); 59 percent were women, while 41 percent were men. Majority of the people come from
Java island, Indonesia. The educational backgrounds differ as 3.5 percent of doctoral graduates, the majority is 31.5 percent of master graduates,
holds bachelor degree 45.5 percent, 19.5 percent high school. Based on the age category, respondents with age ranged 17-34 years are 42.5 percent,
35-50 years are 52 percent, and respondents older than 50 years are 5.5 percent. From this data, the highest number of respondents is at the age of
35-43 years. In terms of work positions, most of the respondents from this study as lecturers are 27, working in government institutions with a
total of 10 percent, percent, entrepreneurs are 21 percent, employees are 18 percent, students 7.5 percent, and others are 16.5 percent.
Table 2. Mesurement, Reliability, and Validity (Source: Authors’ calculation)
Constructs and Indicators
Factor Loading
Composite Reliability
AVE
Mean
SD
Green Subjective Norms (GSN) (Kim and Hwang, 2020)
0,756
0,509
0,56
I believe that buying environmentally friendly products (natural color batik) is a
good example for others
0,733
4,2
Using environmentally friendly products (natural color batik) is the right thing to do
0,762
3,9
Family, friends, and my surroundings believe its a good thing to consume
environmentally friendly products (natural color batik)
0,640
3,9
Knowledge of Green Product (KGP) (Liobikienė et al., 2015)
0,707
0,550
0,66
Knowledge about the benefits of environmentally friendly products will affect my
interest in buying environmentally friendly products (batik of natural dye)
0,824
4,3
I know the price of environmentally friendly products (batik of natural dye) is more
expensive than chemical batik products
0,649
4,1
Attitude (ATT) (Mancha and Yoder, 2015)
0,763
0,616
0,68
I started to leave products that are not environmentally friendly
0,779
4,1
I would encourage everyone to use environmentally friendly products
0,791
4,2
Internal Environment Locus of Control (INELOC) (Patel et al., 2020)
0,848
0,653
0,67
I use environmentally natural color batik as a form of self-respect to the green peace
0,833
4,4
The environment that made me become a loyal consumer of natural color batik
0,712
4,1
I support the go green movement which is being encouraged by my government
0,87
4
Green Purchase Intention (GPI) (Kanchanapibul et al., 2014)
0,913
0,777
0,91
I am interested in buying natural color batik because the trend is updated
0,893
3,8
I bought natural color batik products to safe the environment regardless the price
0,86
3,4
I bought natural color products because of the pressure to preserve the environment
0,891
3,4
Wenti Ayu SUNARJO, Vigory Gloriman MANALU, Wiwiek Rabiatul ADAWIYAH
190
RESULTS AND DISCUSSION
Confirmation factor analysis (CFA) was conducted to test the validity of the measurement model with data. In total, the results indicate
that the measurement model has met the appropriate statistical criteria. CMIN / DF is 1.251, probability 0.100, AGFI 0.918, GFI 0.950, TLI
0.980 and RMSEA 0.036. Furthermore, the CR value of green purchase intention has a value of 0.913, internal environmental locus of
control (INELOC) 0.848, attitude 0.763, green subjective norm 0.756, knowledge of green product (KGP) 0.707. The average variance
extracted (AVE) value for each variable is above 0.5 and the loading factor value is also above 0.5 with a significance at the 5% level, the
results are in accordance with an adequate increase in indicators (Bagozzi and Yi, 1988), (Table 2).
Figure 3. Moderating effects (Source: Authors’ calculation) Note: Significant < 0,01**
Testing Effects
The initial model's calculation results reveal that
green subjective norm has no significant relationship on
green purchase intention. Furthermore, green product
knowledge and attitude positively impact green purse
intention of batik products made from natural
ingredients. These results need to be carried out to test
the moderating effect of the internal environment locus
of control (INELOC) in the relationship between green
purchase intention and its antecedences.
Moderating Effects
The data were further analyzed using the structural
equation modeling (SEM) approach. SEM analysis is the
right tool to test our research theory, consistent with the
study conducted by Hair et al. (2006). In the test, the moderating effect of internal environment locus of control (INELOC) in the
relationship of attitude (ATT) on green purchase intention (GPI) was not supported with a p -value> 0.05 (β = 0.082). Furthermore, the
moderating effect of the internal environment locus of control (IN LOC) of KGP interaction on GPI was found to be positive an d
significant with a p-value <0.01 (β = 0.194), indicating that the relationship between green product knowledge is significantly stronger
when the internal locus of control is higher (Figure 2).
DISCUSSION
One of the main problems experienced by Pekalongan City lately is environmental distruction, especially river pollution which is thought to
be caused by the textile industry and the batik industry. Seeing the problem of waste that pollutes the river will endanger public health, one of
which is when consuming clean water for residents around the polluted area, then with these complex problems the MSMEs start producing batik
with natural dyes even though the number of MSMEs producing natural dyed batik products is not too much However, the Pekalongan City
Government continues to disseminate it to this day with the hope of reducing chemical waste and river pollution which causes the river to
become colorful..In addition to environmental problems, in order to meet market orders regarding the booming natural dies, the international
demand for natural dye batik products is also a factor for MSME batik to produce natural dye batik. With the hope that all stakeholders can work
together in promoting and disseminating environmentally friendly batik products. With the description above, then this study aims to examine the
influence of green subjective norm (GSN), knowledge of green product (KGP), and attitude (ATT) on the surrounding community who buy
natural dyed batik products with internal environment locus of control (INELOC) as moderator. Ajzen and Fishbein (1977) stated that attitudes,
based on TPB, are stable predictors of green behavior (Prakash and Pathak, 2017). The hypothesis testing results indicate that the first hypothesis
is not supported, where the purchase intention of consumers in this study is not influenced by GSN (Mobrezi and Khoshtinat, 2016). This result
is different from most of the previous research results, which found a significant effect of subjective norms on purchase intention on
environmentally friendly products (Talal Al-Maghrabi, 2011; Choi and Johnson, 2019). It indicates that consumers have low subjective norms so
that it does not affect the purchase intention of natural dyes batik products. It can be seen from the results that the relationship between GSN is
not significant (0.03). Therefore, GSN, an external factor, does not affect consumer intentions to buy natural dyes products.
However, the second and third hypotheses are supported. It is found that KGP largely determines the influence of pro-environmental
behavior. This result is consistent with previous studies (Zhao and Zhong, 2015; Hung et al., 2016). When consumers have sufficient knowledge
about green products, they will tend to buy natural dyes products without encouragement from the surrounding environment. Furthermore, the
results showed that high ATT led to their intention to consume green products (Hung et al., 2016). These results are explained by the significant
effect of ATT on GPI (0.201). The findings prove that green knowledge is necessary for creating a sustainable impact, then a high caring attitude
towards environmental conservation is needed. Thus it has a substantial impact on the purchase intention of natural dyes batik products. The
moderating role of INELOC on the purchase intention of natural dyes batik products indicated from the fourth and fifth hypotheses, which are
equally supported, the GSN and KGP on the GPI shows significant results (<0.05). It means that high GSN and KGP affect green purchase
intention with the support of substantial internal factors. Awareness of GSN and the high level of KGP can be used to form further pro-
environmental intentions with a strong push from the influence of their internal environment, which results in the purchase intention of natural
dyes batik products. The findings indicate different results from the research conducted by Patel et al. (2020) on the relationship between ATT
and GPI. The hypothesis is unsupported, where ATT had no significant effect (0.082) on the purchase intention of natural dyes batik products
moderated by INELOC (Figure 3). It is caused by the different attitudes that each consumer has depending on the green environment's morality
and awareness. The argument consistent with Verma's (2017) study that consumers have a significant effect on positive attitudes towards the
purchase intention of green products and their concern for the environment depends on morality and consciousness. Thus, it can be concluded
that the findings show that attitude is not the main reason motivates consumers to buy natural dyes batik products. The awareness of each
consumer in relation to self-morality motivates the decision to purchase natural dyes products that are related to environmental awareness.
CONCLUSION
This work has extended the theory of planned behavior to the field of handicraft shopping tour by proposing a framework for understanding
how green subjective norm (GSN), knowledge of green product (KGP), and attitude (ATT) affect tourist intention to buy green products.
The green product in this case is a natural dye batik produced by MSMEs in the batik city of Pekalongan. Out of the six hypotheses, only
two were supported (the second and third hypotheses). Knowledge on green products influence consumers’ pro-environmental behavior.
When they have good knowledge of green products, they tend to buy natural dyes, even without the pressure from their environmental.
Nurturing Consumers‘ Green Purchase Intention on Natural Dyes Batik During Craft Shopping Tour in the Batik City of Pekalongan Indonesia
191
Furthermore, Attitude has a significant effect green purchase intention. Caring towards environmental preservation substantially
impact the purchase intention of natural dyes batik products. The moderating role of INELOC only strengthens the relationship between
knowledge on green products and green purchase intentions of customers during craft shopping tour. High subjectivity norms drive
people to buy environmentally friendly batik products (natural dye batik).
It means that they wanted to be good examples for the community, especially when environmentally friendly products are consistent.
One of the main problems currently faced by Pekalongan City is environmental problems, especially river pollution, which is caused by
the textile industry and the batik industry waste. Realizing that the river pollution can endanger people's health, MSMEs have started
producing batik with natural dyes. Although the number of MSMEs that produce natural dyed batik products is not high, the Pekalongan
City Government is continually socialize the importance of reducing chemical waste and river pollution.
Acknowledgement
The author is grateful for the support provided by Universitas Jenderal Soedirman and to all respondents who were voluntary participated
in the survey.
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Article history:
Received: 14.10.2020
Revised: 24.01.2021
Accepted: 15.02.2021
Available online: 04.03.2021
