Talent: Journal of Economics and Business
Vol. 2 No. 01 (2024): March 2024

Green Purchase Intention Towards Consumer Tissue: Empirical Evidence from Indonesia

Sri Rahayu (Universitas Negeri Yogyakarta)
Nabila Kharimah Vedy (Universitas Islam Indonesia)
Miswan Gumanti (Institut Bakti Nusantara)

Article Info

Publish Date
31 Mar 2024

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.

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Journal Info
Talent: Journal of Economics and Business
Website

Abbrev

JEB

Publisher

PT Lentera Ilmu Nusantara

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Talent: Journal of Economics and Business, published by Lentera Ilmu Nusantara. Talent: Journal of Economics and Business accommodates the publication of research results in the field of Business and Economics conducted by lecturers as a manifestation of the Tri Darma of Higher Education. Talent: ...