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.
Keywords : green purchasing behavior, adult consumers.