Septin, Yasaroh, Zulfanita & Rizki 1 Customer Guilt and its Relation to Purchase Intention of Green Products: A Study to University ‘Green’ Activist Students Septin Puji Astuti 1* , Yasaroh Dyah Rakhmania 1 , Zulfanita Dien Rizqiana 1 , Rizki Kusumawardhani 2 1 Faculty of Islamic Business and Economic, Universitas Islam Negeri Raden Mas Said Surakarta, Indonesia 2 Faculty of Tarbiyah and Education Sciences, Universitas Islam Negeri Raden Mas Said Surakarta, Indonesia *corresponding author e-mail: septin.astuti@staff.uinsaid.ac.id Article Info Abstract Purpose – This paper aims to investigate the structural model of customer guilt, perceived customer effectiveness, self-monitoring, and green purchase intention. Methodology – The present study is a survey of university students in four universities in Greater Surakarta. These students are involved in student organisations such as scout and university student hiking club. PLS-SEM is implemented in this study to compute structural relationships among variables. Findings – The result shows that customer guilt and self- monitoring affect green purchase intention. However, this study cannot prove that perceived consumer effectiveness is the mediator of customer guilt and self monitoring to green purchase intention. Originality – This study proposes a model for green purchase intention of specific groups of young people who are more aware of environmental issues. Keywords: Green purchase intention; Customer guilt; Perceived customer effectiveness; Self-monitoring; Young people JEL Classification: M31, Q01, Q56 DOI: 10.33830/jom.v18i2.3008.2022 Article History Received : March 30, 2022 Accepted : December 9, 2022 Publish : December 12, 2022 1. Introduction Sustainable consumption has attracted international attention for more than a couple of decades (Cho et al., 2015). Sustainable consumption is also known as green consumption, eco consumption, or environmental consumption. This issue arises when society becomes more aware of the need to improve environmental quality. Experts consider this issue as consumers’ responsibility for their consumption activities which contribute to environmental degradation. Behaviours related to green consumption is viewed as prominent since it saves the earth and sustainability development (Nittala, 2014). Scholars have recognised that the issue of green consumption as a prestigious behaviour (Lee & Park, 2013). Green purchase behaviour and intention are parts of green consumption issues. Green purchase intention is the probability of consumers to purchase green products rather than conventional products (Rashid, 2009). The high intention to buy a product leads people to do actual buying (Wang et al., 2016) because intention determines people’s behaviours (Ramayah et al., 2010). Theory of planned behaviour (TPB) states the relationship between buying intention and the actual buying behaviour. There is an argument that consumers who intend to purchase green products are aware of the environmental features of the product and of the environmental degradation caused by product consumption (Jaiswal & Kant, 2018). Jurnal Organisasi dan Manajemen 18(2) 2022, 1-13