FAKTOR YANG MEMPENGARUHI MINAT PEMBELIAN PRODUK RAMAH LINGKUNGAN (STUDI KASUS PADA GEN Z DI JABODETABEK)

Authors

  • Eka Agustha Prasetya Utama Indonesia Banking School
  • Edi Komara Indonesia Banking School

Keywords:

Green products, Purchase intention, Jabodetabek, Gen Z

Abstract

Environmental problems have generated a trend to preserve the environment and have brought changes in consumer attitudes and behavior by buying environmentally friendly products. This study seeks to test interest in purchasing environmentally friendly products. This research was conducted in 2020, with the variables of environmental consciousness, environmental knowledge, environmental attitude, and purchase intention towards green products. This research uses a descriptive research design approach with empirical data collected through an online survey the sample in this study is the Z generation in Jabodetabek. The empirical data is then processed using the Structural Equation Modeling approach to test a number of proposed hypotheses. The results of this study are as follows: 1) Environmental Consciousness has a significant positive effect on Purchase Intention towards Green Products, 2) Environmental Consciousness does not have a significant effect on Environmental Attitude, 3) Environmental Knowledge is proven to have a significant positive effect on Environmental Attitude, 4) ) Environmental Knowledge has no significant effect on Purchase Intention towards Green Product, 5) Environmental Attitude is proven to have a significant positive effect on Purchase Intention towards Green Product.

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Barber, N., Taylor, C., & Strick, S. (2009). Wine consumers’ environmental knowledge and

attitudes: Influence on willingness to purchase. International Journal of Wine Research, 1(1),

–72. https://doi.org/10.2147/IJWR.S4649

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Pearson New International Edition: Multivariat Data Analysis. Exploratory Data Analysis in Business and Economics. Retrieved from https://doi.org/10.1007/978-3-319-01517-0_3

Kaynak, R., & Ekşi, S. (2014). Effects of Personality, Environmental and Health Consciousness on Understanding the Anti-consumptional Attitudes. Procedia - Social and Behavioral Sciences, 114, 771–776. https://doi.org/10.1016/j.sbspro.2013.12.783

KLHK: Indonesia Memasuki Era Baru Pengelolaan Sampah. (n.d.). Retrieved from http://ppid.menlhk.go.id/siaran_pers/browse/2329

Lin, P. C., & Huang, Y. H. (2012). The influence factors on choice behavior regarding green products based on the theory of consumption values. Journal of Cleaner Production, 22(1), 11–18. https://doi.org/10.1016/j.jclepro.2011.10.002

Maichum, K., & Parichatnon, S. (2017). Factors affecting on purchase intention towards green products: A case study of young consumers in Thailand. Young, 16(5), 330–335. https://doi.org/10.18178/ijssh.2017.7.5.844

Maichum, K., Parichatnon, S., & Peng, K. C. (2016). Application of the extended theory of planned behavior model to investigate purchase intention of green products among Thai consumers. Sustainability (Switzerland), 8(10), 1–20. https://doi.org/10.3390/su8101077

Mohammed, A. B. (2018). Selling smartphones to generation z: understanding factors influencing the purchasing intention of smartphone. International Journal of Applied Engineering Research, 13(6), 3220–3227. Retrieved from http://www.ripublication.com

Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123– 134. https://doi.org/10.1016/j.jretconser.2015.11.006

Prakash, G., & Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production, 141, 385–393. https://doi.org/10.1016/j.jclepro.2016.09.116

Schlegelmilch, B. B., Bohlen, G. M., & Diamantopoulos, A. (1996). The link between green purchasing decisions and measures of environmental consciousness. European Journal of Marketing, 30(5), 35–55. https://doi.org/10.1108/03090569610118740

Tarkiainen, A., & Sundqvist, S. (2005). Subjective norms, attitudes and intentions of Finnish consumers in buying organic food. British Food Journal, 107(11), 808–822. https://doi.org/10.1108/00070700510629760

Tsay, Y. Y. (2009). The impacts of economic crisis on green consumption in Taiwan. PICMET: Portland International Center for Management of Engineering and Technology, Proceedings, 2367–2374. https://doi.org/10.1109/PICMET.2009.5261827

Wang, P., Liu, Q., & Qi, Y. (2014). Factors influencing sustainable consumption behaviors: A survey of the rural residents in China. Journal of Cleaner Production, 63, 152–165. https://doi.org/10.1016/j.jclepro.2013.05.007

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Published

2023-12-16
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