This study aims to clarify whether environmental damage can lead to customer behavioral intention and investigate the relationship between perceived risk from environmental damage, perceived responsibility for environmental damage, environmental concerns and behavioral intention.
The research was conducted by survey method using questionnaire to get the data. Total respondents are 233 random respondents. The data that we collected will be processed using CFA and SEM to validate the constructs that we proposed and to test the hypothesis. The results show that environmental damage can lead to customer’s behavioral intention and there is relationship between the variables. It concluded that perceived risk and perceived responsibility can lead indirectly to customer behavioral intention through environmental concerns. The theorical and managerial implications are discussed in this study.

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