JAMAL, FARKHAN NAJISURYA (2025) PENGARUH ENVIRONMENTAL KNOWLEDGE, ENVIRONMENTAL CONCERN, DAN ECO-LABEL TERHADAP PURCHASE INTENTION PRODUK ALAT MASAK RAMAH LINGKUNGAN YANG DIMEDIASI OLEH GREEN ATTITUDE. S2 thesis, Universitas Mercu Buana.
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Abstract
The increasing public awareness of health and sustainability has driven changes in consumer behavior, particularly in the selection of environmentally friendly cookware. This study aims to examine the influence of environmental knowledge, environmental concern, and eco-label on the green purchase intention of environmentally friendly cookware products, with green attitude as a mediating variable. The population in this study consists of Indonesian consumers who have an intention to purchase environmentally friendly products. A total of 175 respondents were selected using purposive sampling through an online questionnaire. The study employed a quantitative approach and utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) for data analysis. The results indicate that environmental knowledge does not have a direct and significant effect on green purchase intention, but it has a significant indirect effect through green attitude (full mediation). Meanwhile, both environmental concern and eco-label have direct and significant effects on green purchase intention and are also partially mediated by green attitude. These findings highlight the crucial role of positive environmental attitudes in shaping consumers’ purchase intentions and offer strategic implications for marketers of green products in designing communication strategies that foster favorable attitudes and encourage purchasing behavior. Keywords: Environmental knowledge, environmental concern, eco-label, green attitude, green purchase intention, environmentally friendly products, sustainability. Meningkatnya kesadaran masyarakat terhadap kesehatan dan keberlanjutan mendorong perubahan perilaku konsumsi, termasuk dalam pemilihan alat masak yang ramah lingkungan. Penelitian ini bertujuan untuk menganalisis pengaruh environmental knowledge, environmental concern, dan eco-label terhadap purchase intention produk alat masak ramah lingkungan, dengan green attitude sebagai variabel mediasi. Populasi dalam penelitian ini adalah masyarakat Indonesia yang memiliki niat membeli produk ramah lingkungan. Sampel sebanyak 175 responden diperoleh melalui penyebaran kuesioner secara daring menggunakan teknik purposive sampling. Penelitian menggunakan pendekatan kuantitatif dan metode analisis Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa environmental knowledge tidak berpengaruh langsung secara signifikan terhadap green purchase intention, namun memiliki pengaruh tidak langsung yang signifikan melalui green attitude (mediasi penuh). Sementara itu, environmental concern dan eco-label berpengaruh langsung dan signifikan terhadap green purchase intention, serta turut dimediasi secara parsial oleh green attitude. Temuan ini menekankan pentingnya peran sikap positif terhadap lingkungan dalam membentuk niat beli konsumen, dan memberikan implikasi strategis bagi pemasar produk ramah lingkungan dalam merancang komunikasi yang mampu membentuk sikap sekaligus mendorong intensi pembelian. Kata Kunci: Environmental knowledge, environmental concern, eco-label, green attitude, green purchase intention, produk ramah lingkungan, sustainability.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CD/551. 25 052 |
| NIM/NIDN Creators: | 55123120075 |
| Uncontrolled Keywords: | Environmental knowledge, environmental concern, eco-label, green attitude, green purchase intention, environmentally friendly products, sustainability |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 360 Social Problems and Services/Permasalahan dan Kesejahteraan Sosial > 363 Other Social Problems and Services/Masalah dan Layanan Sosial Lainnya > 363.7 Enviromental Problems/Permasalahan Lingkungan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Pandu Risdiyanto |
| Date Deposited: | 26 Sep 2025 08:26 |
| Last Modified: | 26 Sep 2025 08:26 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/98508 |
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