PENGARUH GREEN PRODUCT, GREEN BRAND IMAGE, DAN ENVIRONMENT KNOWLEDGE TERHADAP GREEN PURCHASE INTENTION

Abstract

This study examines and analyses the effect of green product, green brand image, environmental knowledge simultaneously and partially on green purchase intention. And find out which variable is the most dominant in influencing green purchase intention. The research approach used in this research is quantitative research. The criteria for selecting the sample in this study were people who already know The Body Shop products, know The Body Shop products as environmentally friendly products, are aged 17 years and over, are in the JABODETABEK area. Questionnaires collected as many as 140 respondents, the data is then processed using multiple linear regression method. Based on the results of the analysis it is known that the variables green product, green brand image, environmental knowledge simultaneously have a positive effect on green purchase intention. Partially, green brand image and environmental knowledge have a positive effect on green purchase intention. Meanwhile, the green product variable has no effect on green purchase intention. Furthermore, the results show that the environmental knowledge variable is the most dominant variable influencing green purchase intention. The theoretical implications in this study use green marketing theory.