PERAN ANTECEDENT GREEN PURCHASE INTENTION TERHADAP GREEN PURCHASE BEHAVIOR

Kemal Budi Mulyono

Abstract


Secara garis besar penelitian ini bertujuan melihat hubungan kausalitasPerceived Consumer Effectiveness(PCE) dan Green University Advertising (GUA) serta Green Purchase Intention (GPI) terhadapGreen purchase Behavior(GPB). Penelitian ini melakukan eksplorasi penelitian berbasis partial least square (PLS). Satuan unit analisis adalah seluruh Warga UNNES dengan metode pengumpulan data angket tertutup. Hasil penelitian menunjukkan bahwa PCE dan GUA secara positif dan signifikan berpengaruh terhadap GPI dan GPB, sementara GPI secara positif dan signifikan berpengaruh terhadap GPB. Hal ini berimplikasi untuk meningkatkan green purchase intention membutuhkan pembentukan intention yang kuat melalui peningkatan iklan dan manfaat pembelian produk hijau.

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DOI: http://dx.doi.org/10.26877/ep.v3i1.2377

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