Pengaruh Interpersonal Influence, Altruism, Dan Environment Knowledge Terhadap Green Purchasing Behaviour Konsumen the Body Shop Yang Dimediasi Oleh Environment Attitude

Abstract

Abstract-This research was conducted to determine the relationship between interpersonal influence, altruism, environmental knowledge and green purchasing behaviour mediated by environmental attitudes towards consumers of The Body Shop in the Jakarta, Tangerang, Depok, Bekasi and Bogor areas. This research will focus on consumers of The Body Shop where the researchers conducted this research because the awareness of young consumers towards environmentally friendly products is still low. This research was conducted using a quantitative approach. The data used in this study were collected through an instrument in the form of an electronic questionnaire, namely Google Form that was spread on social media. The findings of this research show that interpersonal influence has a positive and significant effect on environment attitude; altruism has a positive effect on environment attitude; environment knowledge has no positive effect on environment attitude; and environment attitude has a positive effect on green purchasing behaviour. The managerial implication that can be given from this research is that marketers can increase consumer knowledge of the environment so that it can encourage consumers to pay attention to their attitudes towards the environment and can lead to consumer buying behaviour for environmentally friendly products.
 Keywords: Interpersonal Influence; Altruism; Environment Knowledge; Green Purchasing Behavior; Environment Attitude

Sustainable behavior among millennials in Malaysia and China: The moderating role of social media usage

“…In a research on the relationship between II, altruism, and environmental knowledge and green purchasing behaviors, II of users of environmentally friendly products showed a positive and significant impact on environmental attitudes (Kristiyono & Felim, 2021). A study by Niwarthana et al (2020) further supported the findings, as they found that under the influence of collectivism, II of Sri Lankan millennials positively affects their attitude towards green products, evidenced from their willingness to pay premium prices.…”

“…In similar context, Mohamad Saleh et al (2022) reported that SK can affect individuals' attitudes. Likewise, Kristiyono and Felim (2021) found that II has a positive and significant effect on environment attitude. The structural model shows a slightly higher path coefficient in China than in Malaysia, which may be related to the higher age of the respondents in China (Table 8).…”

“…The reliability of TPB was proven in research investigating the safety knowledge, norms, attitudes, and intentions of young people, as the modified TPB established a framework for safety and health knowledge, attitude towards behavior, as well as behavioral intentions (Guerin & Toland, 2020). Kristiyono and Felim (2021) constructed a framework based on TPB in their research on green consumption to prove that II has a positive impact on environmental attitudes, which positively affects green purchasing behavior. In addition, the moderating effects of social media (abundance and trustworthiness) were applied to the study on consumers' engagement intention and engagement behavior to construct a conceptual model (Cao et al, 2021).…”