Abstract:

The purpose of this study is to examine the role of relative advantage, along with perceived risk, on perceived value and purchase intention of green residence in Indonesia. The 400 respondents were selected purposively as respondents. The data were collected by employing a self-administered survey. SEM-PLS was utilized to assess the outer and inner model. The results from the study confirm the important role of perceived relative advantage in predicting green purchase intention. However, there is no evidence of perceived relative advantage as the predictor of green perceived value. The results of this study confirm the important contribution of green perceived relative advantage to the adoption of green products. The study demonstrated that perceived relative advantage, as well as green perceived value, can directly influence green purchase intention. The implication of the results also discussed.