HUBUNGAN GREEN PRODUCT DAN GREEN AWARENESS TERHADAP PURCHASE INTENTION MELALUI CUSTOMER ATTITUDES DI SURABAYA
DOI:
https://doi.org/10.35794/jmbi.v12i1.60289Abstract
The research aims to examine the relationship between green product (GP) and green awareness (GA) on purchase intention (PI) through customer attitude (CA) in Surabaya. Using a quantitative approach, data was collected through a questionnaire survey to 316 respondents who focused on consumers of environmentally friendly cosmetic products. The results showed that GP has a positive influence on CA and PI. Meanwhile, GA also has a positive effect on CA and PI. Even more, CA plays a mediating role in linking GP and GA to PI. Important implications can be taken out from the finding related to moving in relation to consumer attitudes, environmental awareness, and eco-friendly products, thereby affecting purchase behavior decision-making and consumer loyalty. This study suggests that companies need to increase environmental education and develop sustainable green products to motivate consumer purchase intention.References
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