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Home > Vol 1, No 1 (2023) > Salmina

Pengaruh Environmental Attitude Terhadap Green Purchasing Behavior Yang Dimediasi Oleh Green Marketing Perceptions Dan Green Purchasing Willingness

Salmina Salmina, Abdul Rahman Lubis, Burhanis Sulthan DM

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh pengaruh environmental attitude terhadap green purchasing behavior yang dimediasi oleh green marketing perceptions dan green purchasing willingness pada konsumen The Body Shop di kota Banda Aceh. Sampel yang digunakan dalam penelitian ini adalah 200 konsumen the Body shop, dengan teknik pemilihan sampel menggunakan teknik accidental sampling. Data dikumpulkan melalui media kuisioner dan dianalisis menggunakan Structural equation Modelling (SEM) AMOS, serta efek mediasi diuji dengan menggunakan sobel tes. Hasil analisis menunjukkan bahwa pengaruh Environmental Attitude terhadap Green Purchasing Behavior,pengaruh Environmental Attitude terhadap Green Marketing perceptions,pengaruh Environmental attitude terhadap Green Purchasing Willingness,pengaruh Green Marketing Perceptions terhadap Green Purchasing Behavior,pengaruh Green Marketing Perceptions terhadap Green Purchasing Willingness,pengaruh Environmental Attitude terhadap Green Purchasing Behavior dimediasi oleh Green Marketing Perceptions,dan pengaruh Environmental Attitude terhadap Green Purchasing Behavior dimediasi oleh Green Purchasing Willingness.

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DOI: https://doi.org/10.24815/manis.v1i1.32772 DOI (PDF): https://doi.org/10.24815/manis.v1i1.32772.g18340

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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.