Green Consumers Behavior: Perilaku Konsumen dalam Pembelian Produk Ramah Lingkungan

The government's concern in solving environmental problems is manifested by the launching of an environmental development program. The success of this program is highly influenced by people's behavior in choosing and consuming environmentally friendly products (also known as green consumers behavior). This study aims to examine the effects of environment knowledge, environment attitude, recycle behaviour, and political action on green consumers behavior in Yogyakarta Special Province, Indonesia by using quantitative descriptive analysis of a sample of 100 respondents who were randomly selected. The type of data used in this research is primary data. The research variables consist of a dependent variable, namely green consumers behaviour (GCB), and independent variables, namely environment knowledge, environment attitude, recycle behavior, and political action. The data is processed and analyzed using the Statistical Package for the Social Sciences (SPSS) version 24. The method of this analysis used multiple linear regression. The analysis results showed that the environment knowledge and environment attitude have not significant effects on green consumers behaviour. While, recycle behavior and political action have positive and significant effects on green consumers behavior.