New Ecological Paradigm: Is it Important to Formate the Green Purchase Behavior?

Green purchase behavior is a form of human responsibility to protect the earth from rampant environmental exploitation. Implementing a theory of Value-belief-norm, the determinants factors of Green purchase behavior are analyzed. The main aims of this research are to analyze the antecedents of the New Ecological Paradigm NEP, and its consequences on Green Purchase Behavior. The respondents of this research were consumers who consumed immune vitamins containing natural ingredients, during this COVID-19 pandemic. NEP is an individual's awareness in realizing the consequences and responsibility toward environmentally friendly behavior. The results of this study indicated that altruistic value is not an antecedent of NEP, either directly or when it tested between altruistic value and green purchasing behavior which mediated by the new ecological paradigm. The altruistic value, which is defined as feeling or concerns to others in relation with environment, it does not influence the NEP and Green Purchase Behavior. Hedonic values, NEP, and personal norms become factors that form the green purchase behavior.