Title: Green consumers' purchase intention on the body shop products in Surabaya
Abstract: Our environment is rapidly changing due to several environmental issues. Currently, companies and consumers are started to aware about the importance of green products positive impact to save the environment. Therefore, this present research aims to analyze the green consumers’ purchase intention on The Body Shop products in Surabaya. This research is a causal study with seven hypotheses to be tested. The total number of respondents is 150 whose know the existence of The Body Shop, 17 years old and above, also domicile in Surabaya. Data was collected using online questionnaire survey (Google Form) shared through social media and the data collected were analyzed with the help of structural equation modeling (SEM) using Lisrel 8.8 application.
Within the data collected, the findings of the study shows that there’s a significant and positive relationship among Environmental Concern toward Attitude toward Green Product and Green Advertising toward Green Purchase Intention. On the other hand, Environmental Knowledge shows insignificant impact toward Attitude toward Green Product followed by insignificant relationship between Attitude toward Green Product and Green Purchase Intention. This causes Attitude toward Green Product failed to moderate the relationship between Environmental Concern and Green Purchase Intention also the relationship between Environmental Knowledge and Green Purchase Intention.
Publication Year: 2019
Publication Date: 2019-01-29
Language: en
Type: dissertation
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