Pengaruh Environmental Knowledge, Green Product, Green Packaging, dan Green Advertising Terhadap Green Purchase Intention pada Produk Skincare Merek Sukin

  • Hasna Aulia Sholihah Program Studi Manajemen, Fakultas Ekonomi, Universitas Mercu Buana Yogyakarta
  • Titik Desi Harsoyo Program Studi Manajemen, Fakultas Ekonomi, Universitas Mercu Buana Yogyakarta
Keywords: Environmental Knowledge, Green Product, Green Packaging, Green Advertising, Green Purchase Intention

Abstract

The growth of the beauty industry in Indonesia is increasing along with the rampant issue of global warming, one of which is caused by the accumulation of plastic waste that is difficult to decompose and the increasing use of plastic packaging can increase the amount of waste. This study aims to analyze the influence of Environmental Knowledge, Green Product, Green Packaging, and Green Advertising on Green Purchase Intention on Sukin brand products. This research is a type of quantitative research with multiple linear regression models. Sampling using non-probability sampling method with purposive sampling technique. Data collection was carried out through the distribution of questionnaires to 100 respondents. The results proved that the t test (partial): Environmental Knowledge partially affects Green Purchase Intention with a t test value of 2.669 and a significance level of 0.003. The green product variable has no partial effect on Green Purchase Intention with a t-test value of 1.590 and a significance level of 0.115. Then the green packaging variable partially affects the Green Purchase Intention with a t test value of 3.019 and a significance level of 0.003. The variable green advertising partially affects Green Purchase Intention with a t-test value of 3,485 and a significance level of 0.001. This research is expected to contribute to business development by business actors by considering environmentally friendly factors as a form of marketing strategy to increase purchase interest for their potential customers.

Published
2023-10-24