Faktor yang Mempengaruhi Minat Pembelian Produk Ramah Lingkungan (Studi Kasus pada Gen Z di Jabodetabek)
DOI:
https://doi.org/10.35384/jemp.v7i3.259Keywords:
Green products, purchase intentionAbstract
Penelitian ini menguji minat beli produk ramah lingkungan. Penelitian ini dilakukan pada tahun 2020, dengan variabel kesadaran lingkungan, pengetahuan lingkungan, sikap lingkungan, dan niat beli terhadap produk hijau. Penelitian ini menggunakan pendekatan desain penelitian deskriptif dengan data empiris yang dikumpulkan melalui survei online sampel dalam penelitian ini adalah generasi Z di Jabodetabek. Da-ta empiris tersebut kemudian diolah dengan menggunakan pendekatan Structural Equation Modeling untuk menguji sejumlah hipotesis yang diajukan. Hasil penelitian ini adalah sebagai berikut: 1) Kesadaran Ling-kungan berpengaruh positif signifikan terhadap Niat Membeli Produk Ramah Lingkungan, 2) Kesadaran Lingkungan tidak berpengaruh signifikan terhadap Sikap Lingkungan, 3) Pengetahuan Lingkungan terbuk-ti berpengaruh positif signifikan Pengaruh terhadap Sikap Lingkungan, 4) ) Pengetahuan Lingkungan tidak berpengaruh signifikan terhadap Niat Beli Terhadap Produk Hijau, 5) Sikap Lingkungan terbukti ber-pengaruh positif signifikan terhadap Niat Beli Terhadap Produk Hijau.References
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