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All Journal Dedikasi : Jurnal Pengabdian Lentera Talent: Journal of Economics and Business
Nabila Kharimah Vedy
Universitas Islam Indonesia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences Other

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Journal : Talent: Journal of Economics and Business

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Green Purchase Intention Towards Consumer Tissue: Empirical Evidence from Indonesia Sri Rahayu; Nabila Kharimah Vedy; Miswan Gumanti
Talent: Journal of Economics and Business Vol. 2 No. 01 (2024): March 2024
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/jeb.v2i01.297

Abstract

Green purchase intention is the desire of consumers to buy environmentally friendly products. Currently, positive attitudes and subjective norms that consumers have can influence consumers' intention to buy green products. This study aims to examine the direct impact of consumer attitude and subjective norm on green purchase intention and the influence of consumer attitude on subjective norm. This research is a quantitative study with a survey of 150 tissue consumers in Indonesia. This study uses Structural Equation Modeling (SEM) with Partial Least Squares (PLS). Based on the findings, consumer attitudes have an impact on green purchase intentions. Therefore, subjective norms have no effect in increasing green purchase intentions. In addition, consumer attitudes have an effect on subjective norms.
Co-Authors Budi Kadaryanto Dini Yuniarti Marsudi Endang Sri Rejeki Miswan Gumanti Sri Rahayu