RESEARCH ARTICLE
A Configurational Model of Green Consumerism Integrating Ethical Obligations, Collective Efficacy, and Environmental Concerns Using Fuzzy Sets Qualitative Comparative Analysis
Andri Dayarana K. Silalahi,
Ixora Javanisa Eunike,
Do Thi Thanh Phuong,
Edgar Octoyuda,
Novianita Rulandari,
Corresponding Author
Andri Dayarana K. Silalahi
Department of Marketing and Logistics Management, College of Management, Chaoyang University of Technology, Taichung, Taiwan
Correspondence:
Andri Dayarana K. Silalahi ([email protected])
Search for more papers by this authorIxora Javanisa Eunike
Department of Business Administration, College of Management, Chaoyang University of Technology, Taichung, Taiwan
Search for more papers by this authorDo Thi Thanh Phuong
Department of Marketing and Logistics Management, College of Management, Chaoyang University of Technology, Taichung, Taiwan
Search for more papers by this authorEdgar Octoyuda
Department of Business Administration, College of Management, Chaoyang University of Technology, Taichung, Taiwan
Department of Digital Business, Faculty of Economics and Business, Universitas Satya Terra Bhinneka, Medan, Indonesia
Search for more papers by this authorNovianita Rulandari
Master Program of Public Administration, Universitas Muhammadiyah Palangkaraya, Palangkaraya, Indonesia
Search for more papers by this authorAndri Dayarana K. Silalahi,
Ixora Javanisa Eunike,
Do Thi Thanh Phuong,
Edgar Octoyuda,
Novianita Rulandari,
Corresponding Author
Andri Dayarana K. Silalahi
Department of Marketing and Logistics Management, College of Management, Chaoyang University of Technology, Taichung, Taiwan
Correspondence:
Andri Dayarana K. Silalahi ([email protected])
Search for more papers by this authorIxora Javanisa Eunike
Department of Business Administration, College of Management, Chaoyang University of Technology, Taichung, Taiwan
Search for more papers by this authorDo Thi Thanh Phuong
Department of Marketing and Logistics Management, College of Management, Chaoyang University of Technology, Taichung, Taiwan
Search for more papers by this authorEdgar Octoyuda
Department of Business Administration, College of Management, Chaoyang University of Technology, Taichung, Taiwan
Department of Digital Business, Faculty of Economics and Business, Universitas Satya Terra Bhinneka, Medan, Indonesia
Search for more papers by this authorNovianita Rulandari
Master Program of Public Administration, Universitas Muhammadiyah Palangkaraya, Palangkaraya, Indonesia
Search for more papers by this authorFirst published: 10 May 2025
Funding: The authors received no specific funding for this work.
ABSTRACT
The pressing demand for sustainable consumption stems from environmental challenges such as global warming and resource depletion. However, many studies fail to capture the complex relationships among personal, social, and technological factors influencing green purchase behavior. Building on the Theory of Planned Behavior, this research explores how these factors interact to promote or hinder sustainable consumption. Using survey data from 400 Indonesian consumers with experience in purchasing green products, the study employs fuzzy-set qualitative comparative analysis to identify configurational pathways. The results highlight unique combinations of intrinsic factors, such as ethical obligation and environmental concern, alongside extrinsic influences, including social media engagement and subjective norms, that drive green purchasing. While various configurations lead to high green purchase behavior, the absence of critical elements, particularly environmental knowledge, emerges as a significant barrier. By adopting a configurational perspective, this study moves beyond linear models, uncovering dynamic pathways that shape green purchase behavior. It provides an integrated framework that considers personal, social, and technological dimensions to address the context-specific challenges of fostering sustainable consumption.
Conflicts of Interest
The authors declare no conflicts of interest.
Open Research
Data Availability Statement
The data that support the findings of this study are available from the corresponding author upon reasonable request.
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