Factors Influencing Sustainable Purchase Intention of Carbon Labeled Products: A Comparison Between Indonesia and Taiwan

Abstract

Climate change, a result of the buildup of greenhouse gases in the Earth’s atmosphere, is one of the most significant environmental challenges facing the world today. Carbon emissions are considered the primary contributor to global warming. Unlike Taiwan, Indonesia currently lacks initiatives in carbon labeled products. This study aims to shed light on the multifaceted influences on consumer attitudes and sustainable purchase intention of carbon labeled products, offering a comprehensive understanding that can inform policymakers and businesses in both Indonesia and Taiwan. Survey was carried out simultaneously in Indonesia and Taiwan from May until July 2024 using purposive sampling and it is collected 281 respondents from Indonesia and 264 respondents from Taiwan. Data was processed using descriptive analysis and PLS-SEM. The results shown that for Indonesia’s model only external factors (green marketing mix) have a positive and significant influence on sustainable purchase intention, while for Taiwan’s model Internal psychological factors dan attitudes toward carbon labeled products play a significant influence on sustainable purchase intention.