OIDA International Journal of Sustainable Development
Open-access peer-reviewed journal
https://doi.org/10.64211/oidaijsd190516
Understanding Consumer Behavior for Sustainability: Factors Driving the Switching Intention to Eco-Friendly Detergents
Bernadette Caterina Eqzaputri 1, Dwinita Laksmidewi 2 *
1, 2 Faculty of Economics and Business, Universitas Katolik Indonesia Atma Jaya, Jakarta, Indonesia.
*Corresponding authour: dwinita.laksmi@atmajaya.ac.id
Volume 19, Issue 05, Pg. 211-230, 2026
Abstract: This paper investigates green marketing factors that influence Indonesian consumers’ switching intentions toward eco-friendly detergents and contributes to the broader discourse on sustainable consumption within the framework of the Sustainable Development Goals (SDGs), particularly SDG 12 on responsible consumption and production. Although previous studies have explored general green product adoption, limited research has examined the integrated role of green marketing stimuli together with psychological determinants in explaining the shift from conventional to environmentally friendly detergents. This gap highlights the need for a comprehensive model that captures both marketing-driven and belief-driven mechanisms of sustainable consumer behavior. The research gap of this study lies in its incorporation of multiple green marketing dimensions, including eco-labelling, green packaging, pricing, and green product knowledge, combined with environmental concern and two mediating variables, namely consumer belief and attitude toward eco-friendly detergents. This integrated framework allows for an examination of how cognitive and affective processes interact to shape consumers’ switching intentions toward green detergents. By linking green marketing strategies with consumer psychological responses, the study offers insights into how sustainable product preferences can be strengthened through targeted marketing interventions. A quantitative survey approach was employed, involving 439 respondents from diverse regions across the Indonesian archipelago. The wide geographical distribution of participants enhances the representativeness of the data and provides a broader view of Indonesian consumers’ sustainability-oriented behavior. Structural analysis was conducted to test the relationships among green marketing variables, mediating constructs, and switching intention. The findings demonstrate that eco-labelling, green packaging, green product knowledge, pricing perceptions, and environmental concerns significantly influence consumer beliefs related to environmental responsibility. These strengthened environmental beliefs subsequently shape positive attitudes toward eco-friendly detergents. In turn, attitude is found to play a crucial role in increasing consumers’ intention to switch to green detergents. The results emphasize that beliefs and attitudes function as important psychological pathways through which green marketing strategies exert their influence.This study offers several theoretical and practical implications. Theoretically, it provides a more holistic model that integrates green marketing variables and psychological mediators, offering a stronger explanation for sustainable product switching. Practically, the findings underline the importance for companies to design credible eco-labels, improve environmentally responsible packaging, communicate product benefits clearly, and consider pricing strategies that align with consumer expectations. Encouraging stronger environmental concerns also appears to reinforce the belief–attitude–intention chain that motivates more sustainable household consumption. These contributions support the advancement of sustainable development efforts in Indonesia by strengthening consumer engagement with environmentally friendly products.
Keywords: Eco-friendly detergents, eco-labeling, green behavior, green package, switching Intention
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