Pengaruh Green Perceived Value (GPV) dan Green Brand Knowledge terhadap Purchase Intention to Buying Green Product Melalui Attitude Toward Purchasing Green Products

Abstract

This study aims to analyze the effect of Green Perceived Value (GPV) and Green Brand Knowledge on Purchase Intention to Buying Green Products through Attitude Towards Purchasing Green Products. The data was obtained directly through the distribution of questionnaires, Google Docs, and WhatsApp to consumers who have purchased Green Products. The number of respondents in this research was 200 people. Questionnaire results were processed using Smart PLS version 3.29. The results of hypothesis testing show: Functional Value affects Purchase Intention to Buying Green Products with Attitude Towards Purchasing Green Products as mediation. Conditional Value affects Purchase Intention to Buying Green Products with Attitude Towards Purchasing Green Products as mediation. Social Value that does not affect Purchase Intention to Buying Green Products with Attitude Towards Purchasing Green Products as mediation. Emotional Value affects Purchase Intention to Buying Green Products with Attitude Towards Purchasing Green Products as mediation. Green Brand Knowledge affects Purchase Intention to Buy Green Products with Attitude Toward To Purchase Green Products through Attitude Toward To Purchase Green Products.

Investigating the Factors of Green Purchase Intention on Green Cosmetics in Indonesia

“…In the research conducted by (Nekmahmud et al, 2022), it is stated that there is a significant positive influence of functional value price on green purchase intention for sustainable products. This is further supported by the study conducted by (Hartanto et al, 2023), which states that functional value has a significant positive influence on the intention to purchase green products. Additionally, (Yulia & Untoro, 2016) found results in their research that suggest functional value price has a significant positive influence on the intention to repurchase green products.…”

“…(H. Liu et al, 2021) suggest that emotional value refers to the extent to which a product can elicit emotions or affective states, typically assessed by the emotions linked to a certain product. In accordance with the findings of (Asshidin et al, 2016), emotional value refers to the advantageous outcome that individuals obtain when they encounter novel or distinct experiences (Hartanto et al, 2023) conducted a study that revealed a noteworthy favourable impact of emotional value on the propensity to purchase green items. In a recent empirical investigation conducted by (Nekmahmud et al, 2022), a noteworthy association was observed between emotional value and purchasing intention for sustainable items.…”

Green awareness and green product: a direction for sustainable consumption

“…The Theory of Planned Behavior (TPB) is a theory that frequently appears in studies pertaining to green products and is used as a means of supporting the explanation of how consumer behavior and intents in using and purchasing environmentally friendly items, or green products, emerged. TPB serves as a model to investigate how consumers behave when they are concerned about the environment (Hartanto et al, 2023). The findings of studies conducted by (Witek and Kuźniar, 2021) demonstrates how the TPB model may account for consumers' intents to purchase green products.…”