PENGARUH GREEN PRODUCT DAN GREEN BRAND AWARENESS TERHADAP GREEN PURCHASE INTENTION

Anggry Tri Hernizar · Asep Muhamad Ramdan · Faizal Mulia

12 citations0/0 files storedE-Jurnal Ekonomi dan Bisnis Universitas Udayana

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Environmental Sustainability in Business Consumer Behavior and Marketing Influence Sustainable Supply Chain Management

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh green product dan green brand awareness terhadap green purchase intention. Adapun variabel yang digunakan dalam penelitian ini yaitu green product (x1) dan green brand awareness (x2) sebagai variabel independent dan green purchase intention (y) sebagai variabel dependent. Penelitian ini menggunakan metode kuantitatif dengan pendekatan asosiatif. Menggunakan penyebaran kuesioner yang disebarkan kepada 150 responden. Teknik analisis data yang digunakan yaitu analisis linear regresi berganda. Hasil yang didapatkan menunjukan adanya pengaruh yang signifikan antara green product dan green brand awareness terhadap green purchase intention berdasarkan hasil pengujian hipotesis secara simultan dan parsial.

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References

2016Green product purchase intention: impact of green brands, attitude, and knowledge 2010Green product purchase intention: Some insights from a developing country 2017Perilaku Konsumen Dalam Persaingan Bisnis Kontemporer 2006Green products and corporate strategy: an empirical investigation 2014Effects of green brand on green purchase intention 2007The Green Marketing Manifesto 2017Impact of green marketing mix on purchase intention 2015Customers’ Intention to Use Green Products: the Impact of Green Brand Dimensions and Green Perceived Value

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