1. The document discusses social factors that influence young consumers' willingness to purchase green products, including influences from family, friends, peers, and social environments. 2. It also examines how green marketing activities and nonprofit/government efforts to promote green environments can shape positive consumer attitudes towards buying green products. 3. The use of eco-labels on green products is discussed as an important green marketing tool, though some research indicates eco-labels do not always directly translate to increased green purchasing behaviors.

1. Social interaction thats influence the willingness of young customers to buy green products.
LITERATURE REVIEW
Consumers with favorable attitudes such as ecoliteracy, interpersonal influences and
value orientation towards environmentally green products are more likely to purchase
environmentally green products. Perceived product necessity moderates the relationship between
attitudes towards environmentally green products and the willingness to purchase
environmentally green products. According Amyx et al., 1994; Kinner et al., 1974; McCarty and
Shrum, 1994 study have established an apparent correlation between favourable attitudes
towards environmentally green product and positive purchase decisions. Equally, negative
attitudes will dissuade consumers resulting in a non-purchase decision that is say by McCarty
and Shrum, 1994.
There are many variables that can interpret social interaction among young customers in
order to buy green products. The most important is social environments such as family, friends
and peer networks strongly influence buying decisions that involve environmentally green
products. These can be proof by Bandura, 1986 shows that the social influences of peers, family
groups and influential bodies can convey information and active emotional reaction trough
factors such as modeling, instruction and social persuasion.
Green purchasing behavior can influences young customers to buy the green products
because nowadays in globally, each people are tends to the green environment. And now have
many nonprofit organization and government doing marketing activities that practices green
environment and also come out with green products. Accordingly to Cohen 1973, he said green
marketing activities are increasing in many countries and these activities have had an important
influence on increasing consumer knowledge and in shifting consumer into purchasing green
products. Evidence can be shows by Mendleson, 1994; marketers should emphasize the
ecological knowledge in their organization, their product and their advertising in order to achieve
the goal of changing the consumer purchasing behavior. Purchasing behavior also can be
affected by the perceived product as a necessity that’s can expected the consumers’ attitudes
towards the environment should play a relatively minor role in affecting purchase behavior, or in

2. this case the willingness to buy environmentally green products. On the other hand, Sharma et
al., 1995; Soloman, 1996 states that it is likely that consumers’ attitudes towards the environment
in relation to items that are dispensable should have a more substantial impact on purchase
behavior. On logical thinking, it could be expected that personal preferences and desires a
product necessity would counteract the more altruistic and non-self centered motives contained
in the “ideal” attitudinal view.
Most consumers would like to make rational choices in situations concerning the
purchase of environmentally green products, thus they would want enough information to be
fully aware of and knowledgeable about environmental problems and issues in order to form an
opinionative or attitudinal view in order to choose according to their intentions. As Laroche et al.
(2001) pointed out; the education of the consumers is seen as an appropriate method for
increasing perceived convenience and establishing credibility in terms of being environmentally
friendly. This is referred to as ecoliteracy, which is used to measure the respondent’s ability to
identify or define a number of ecologically related symbols, concepts and behaviors. It has been
found to be correlated with some attitudes and behavior towards the environment.
The willingness of young consumers to buy green environmental product can be affected
by perceived effectiveness of environmental behavior. One of the significant green marketing
tools can be use by an organization is using eco-label on environmental green products. As state
by D’Souza et al., 2006; the environmental labels are increasingly being utilized by marketers to
promote the identification of green products. Sammer and Wustehagen (2006) identify eco-label
as an important tool to allocated asymmetry information between sellers and buyers. Many
studies on eco-labels looking for the ways to make them effective in consumers’ purchase
behavior of environmental safe products (D’Souza et al., 2006; Sammer and Wustenhagen,
2006). However some other studies indicate that although the functions of labels are recognized
by some consumers but this does not automatically lead them to green purchasing decision, it is
says by Leire and Thidell, 2005.