Self-Determination Theory on Repurchase Intention of Green Product Mediating Customer Engagement: Study the Middle-Class Squeeze
Keywords:
Self-Determination Theory, Customer Engagement, Class Middle, Repurchase, Ittention
Abstract
This study investigates the role of customer engagement in shaping repurchase intentions for green products within a handicraft MSME community in Indonesia, using Self-Determination Theory (SDT) as a theoretical framework. SDT explains how the regulation of motivation from external to intrinsic drives individual engagement and purchasing behavior. The research context is middle-class squeeze, where consumers face increasing needs but limited purchasing power, creating challenges for sustainable consumption. A total of 354 respondents participated in the survey, and the data were analyzed using WarpPLS. The results of the structural model confirmed the validity and reliability of the measurement instrument. Identified and introjected motivations contributed significantly to engagement, while intrinsic motivation played a weaker role. Surprisingly, customer engagement did not significantly predict repurchase intentions, creating a paradoxical finding where high engagement does not necessarily translate into repeat purchases under economic constraints. These results highlight the complexity of sustainable consumer behavior during middle-class pressure and provide strategic implications for MSMEs, including the need for inclusive pricing, value-based communication, and gender-sensitive marketing approaches to strengthen repurchase intentions in the green product market.
References
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So, K. K. F., King, C., Sparks, B. A., & ... (2016). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 1–15. https://doi.org/10.1177/0047287514541008
Sukendia, J., & Harianto, N. (2021). The impact of e-service quality on customer engagement, customer experience and customer loyalty in B2C e-commerce. Turkish Journal of Computer and Mathematics Education, 12(3), 3170–3184.
Tan, C. N. L., Ojo, A. O., & Thurasamy, R. (2019). Determinants of green product buying decision among young consumers in Malaysia. Young Consumers. https://doi.org/10.1108/YC-12-2018-0898
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Azizah, Y. (2022b). Makanan Sisa: Kurangi Limbah Dunia Bernilai Ekonomi. Jawa Pos Radar Jember. https://radarjember.jawapos.com/opini/791119539/makanan-sisa-kurangi-limbah-dunia-bernilai-ekonomi
Azizah, Y. (2022c). Self Determination Theory dalam Memprediksi Niat Berkelanjutan Pembelian Online di Era Disrupsi. 1(1), 176–185. https://www.unars.ac.id/ojs/index.php/prosidingSDGs/article/view/2439
Azizah, Y. (2023). Self-Determination Theory for Predicting Intention to Buy Recycled Products in The Era of Society 5.0. IQTISHODUNA, 19(1), 19–37. https://doi.org/10.18860/iq.v1i1.17826
Azizah, Y. (2024). Comparison Of Green Product Purchase Intentions With Green Campaign Intervention ( Self Determination Theory Concept). Peroceeiding International Conference on Economics, Business and Information Technology (ICEBIT), Vol 5 (202, 240–247. https://jurnal.itsm.ac.id/index.php/eproceeding/article/view/1191
Azizah, Y., Azim, F., & Ambarwati, L. (2024). Green Product Purchase Intention with Green Campaign Mediation Self Determination Theory Concept. Image : Jurnal Riset Manajemen, 12(2), 247–257. https://ejournal.upi.edu/index.php/image/article/view/73248
Azizah, Y., Yulisetiarini, D., & Suryaningsih, I. B. (2024). Explaining Blood Donor Loyalty Intentions through a Self-Determination Theory Lens: Empirical Insights from Indonesia. Journal of System and Management Sciences, 14(7), 506–522. https://doi.org/10.33168/jsms.2024.0727
BPS. (2024). Kelas Menengah Indonesia Krusial sebagai Bantalan Ekonomi Nasional. Https://Www.Bps.Go.Id/. https://www.bps.go.id/id/news/2024/10/25/622/kelas-menengah-indonesia-krusial-sebagai-bantalan-ekonomi-nasional.html
CNBC. (2024). Sri Mulyani Bongkar Penyebab Kelas Menengah RI Nyaris Miskin. CNBC Indonesia. https://www.cnbcindonesia.com/news/20241007094254-4-577457/sri-mulyani-bongkar-penyebab-kelas-menengah-ri-nyaris-miskin
Coccia, M. (2018). Motivation and theory of self-determination: Some management implications in organizations. Journal of Economics Bibliography. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3316045
France, C., & Pitchay, A. A. (2017). Applying self-determination theory to the blood donation context: The blood donor competence, autonomy, and relatedness enhancement (Blood Donor CARE) trial. Contemporary Clinical Trials, 53, 44–51. https://doi.org/10.1016/j.cct.2016.12.010
Gilal, F. G., Chandani, K., Gilal, R. G., Gilal, N. G., & ... (2019). Towards a new model for green consumer behaviour: A self‐determination theory perspective. Sustainable Development, 28(4), 711–722. https://doi.org/10.1002/sd.2021
Gilal, F. G., Chandani, K., Gilal, R. G., Gilal, N. G., Gilal, W. G., & Channa, N. A. (2020). Towards a new model for green consumer behaviour: A self-determination theory perspective. Sustainable Development, 28(4), 711–722. https://doi.org/10.1002/sd.2021
Gilal, F. G., Zhang, J., Paul, J., & Gilal, N. G. (2019). The role of self-determination theory in marketing science: An integrative review and agenda for research. European Management Journal, 37(1). https://doi.org/10.1016/j.emj.2018.10.004
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hair, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2021). Advanced issues in partial least squares structural equation modeling (PLS-SEM). 197.
Han, H. (2021). Consumer behavior and environmental sustainability in tourism and hospitality: a review of theories, concepts, and latest research. Journal of Sustainable Tourism, 29(7), 1021–1042. https://doi.org/10.1080/09669582.2021.1903019
Hollebeek, L. D., Das, K., & Shukla, Y. (2021). Game on! How gamified loyalty programs boost customer engagement value. International Journal of Information …. https://www.sciencedirect.com/science/article/pii/S0268401221000013
Kim, J., & Kim, J. E. (2014). Making customer engagement fun: Customer-salesperson interaction in luxury fashion retailing. Journal of Fashion Marketing and Management. https://doi.org/10.1108/JFMM-04-2013-0050
Kritzinger, R., & Petzer, D. J. (2021). Motivational factors, customer engagement and loyalty in the South African mobile instant messaging environment: Moderating effect of application usage. European Business Review. https://doi.org/10.1108/EBR-04-2020-0104
Lim, W. M., Rasul, T., Kumar, S., & Ala, M. (2022). Past, present, and future of customer engagement. Journal of Business Research, 140(May 2021), 439–458. https://doi.org/10.1016/j.jbusres.2021.11.014
Ottman, J. (2017). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. taylorfrancis.com. https://doi.org/10.4324/9781351278683
Rahi, S., & Abd. Ghani, M. (2019). Integration of expectation confirmation theory and self-determination theory in internet banking continuance intention. Journal of Science and Technology Policy Management, 10(3), 533–550. https://doi.org/10.1108/JSTPM-06-2018-0057
Rather, R. A., & Sharma, J. (2016). Customer engagement in strengthening customer loyalty in hospitality sector. South Asian Journal of Tourism and Heritage.
Ryan, R. M., & Deci, E. L. (2000). Intrinsic and Extrinsic Motivations: Classic Definitions and New Directions. Contemporary Educational Psychology, 25(1), 54–67. https://doi.org/10.1006/ceps.1999.1020
Ryan, R. M., & Deci, E. L. (2019). Brick by Brick: The Origins, Development, and Future of Self-Determination Theory. In Advances in Motivation Science (Vol. 6, pp. 111–156). Elsevier Ltd. https://doi.org/10.1016/bs.adms.2019.01.001
Ryan, R. M., & Deci, E. L. (2020). Intrinsic and extrinsic motivation from a self-determination theory perspective: Definitions, theory, practices, and future directions. Contemporary Educational Psychology, 61. https://doi.org/10.1016/j.cedpsych.2020.101860
Sheldon, K. M. (2016). Introduction to the self-determination theory (sdt) and new approaches to the growth motivation. … ZHURNAL-SIBERIAN JOURNAL ….
So, K. K. F., King, C., Sparks, B. A., & ... (2016). The role of customer engagement in building consumer loyalty to tourism brands. Journal of Travel Research, 1–15. https://doi.org/10.1177/0047287514541008
Sukendia, J., & Harianto, N. (2021). The impact of e-service quality on customer engagement, customer experience and customer loyalty in B2C e-commerce. Turkish Journal of Computer and Mathematics Education, 12(3), 3170–3184.
Tan, C. N. L., Ojo, A. O., & Thurasamy, R. (2019). Determinants of green product buying decision among young consumers in Malaysia. Young Consumers. https://doi.org/10.1108/YC-12-2018-0898
Van den Broeck, A., Ferris, D. L., Chang, C. H., & Rosen, C. C. (2016). A Review of Self-Determination Theory’s Basic Psychological Needs at Work. Journal of Management, 42(5), 1195–1229. https://doi.org/10.1177/0149206316632058
Van den Broeck, A., Howard, J. L., Van Vaerenbergh, Y., Leroy, H., & Gagné, M. (2021). Beyond intrinsic and extrinsic motivation: A meta-analysis on self-determination theory’s multidimensional conceptualization of work motivation. Organizational Psychology Review, 11(3), 240–273. https://doi.org/10.1177/20413866211006173
Yang, Q., Gao, D., Song, D., & Li, Y. (2021). Environmental regulation, pollution reduction and green innovation: The case of the Chinese Water Ecological Civilization City Pilot policy. Economic Systems. https://www.sciencedirect.com/science/article/pii/S0939362521000595
Yoo, F., Jung, H. J., & Oh, K. W. (2021). Motivators and barriers for buying intention of upcycled fashion products in china. Sustainability (Switzerland), 13(5), 1–19. https://doi.org/10.3390/su13052584
Zycinska, J., & Januszek, M. (2021). How to measure the self-determination continuum? Initial validity evidence for the polish version of the Global Motivation Scale (GMS). Current Psychology, 40, 2211–2220. https://doi.org/10.1007/s12144-019-0145-3
Published
2025-11-30
How to Cite
Azizah, Y., Ilmi, M., Puri, F. Y., & Susanti, A. D. (2025). Self-Determination Theory on Repurchase Intention of Green Product Mediating Customer Engagement: Study the Middle-Class Squeeze. ABM: International Journal of Administration, Business and Management, 8(1), 65-75. https://doi.org/10.31967/abm.v8i1.1554
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Copyright (c) 2025 Yuliatin Azizah
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