Work

“Ono rego ono rupo”: Empirical Investigation of Intention to Purchase in Javanese Philosophy

Year: 2025

Type: article

Abstract: Objectives: The development of technology and information is increasing, as evidenced by the substantial sales of smartphones with various designs and features. Consumers perceive that upon the launch of a new smartphone, the older model becomes obsolete, leading to high levels of electronic waste. This study aims to explore the role of environmental awareness, eco-friendly products, green trust, and consumer attitudes in environmentally friendly smartphone purchases and examines how consumer attitudes mediate these relationships.Methodology: The research adopts the theory of planned behavior and integrates it with the Javanese philosophy of ono rego ono rupo. Questionnaires were distributed to 250 respondents in several cities in Indonesia through an online platform. Structural equation modeling, using Smart-PLS software, was then employed to analyze the data. The study reveals that consumers with high environmental awareness believe that purchasing environmentally friendly smartphones can mitigate various negative aspectsFinding: The study also uncovers a positive relationship between green products, green trust, and green purchase intention, as consumers associate them with good quality, convenience, and features. Practical insights and marketing theories for smartphones are provided based on these findings.

Source: MIX JURNAL ILMIAH MANAJEMEN

DOI: 10.22441/jurnal_mix.2025.v15i1.009

Authors: R. Adjeng Mariana F, Ahmad Johan, Rizky Ferari Oktavian, Aghnia Krishti

Institutions: Universitas Widyatama, Universitas Langlangbuana, University Canada West

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: gold

Estimated APC paid: $134