This study is based on 150 adult consumers in Yogyakarta who are 35-64
years old. The objective of the study is to analyze the important factors which
affect green purchasing behaviors and gender differences in green purchasing
behavior of adult consumers in Yogyakarta. This study uses questionnaire of 150
adult consumers in Yogyakarta. Hypotheses are developed to analyze the
important factors which affect green purchasing behaviors and gender differences
in green purchasing behavior of adult consumers in Yogyakarta. Regression is
used to analyze the hypotheses. The result of this study is Concern of Self-Image
in Environmental Protection and Social influence are significantly affecting green
purchasing behavior of adult consumers in Yogyakarta and there is no difference between male and female of adult consumers in Yogyakarta in green purchasing
behavior