The Effect of Attitude in Mediating Environmental Knowledge towards the Purchase Intention of Green Cosmetic Product
Abstract
The existence of public awareness of environmental preservation today, makes many companies, especially cosmetics, try to put forward the ecological aspects and raise environmental issues as one of their marketing strategies. This study aims to explain attitudes and environmental knowledge in determining the purchase intention of a green cosmetic product. This study uses a purposive sampling technique for determining samples. The samples used were 100 people, all consumers who had never bought green cosmetic products domiciled in Denpasar City. The data obtained were analyzed by descriptive analysis and PLS. The results found that environmental knowledge and attitudes had a positive and significant effect on purchase intentions. Furthermore, the attitude mediates a portion of environmental knowledge towards the purchase intention of a green cosmetic product. Therefore, it was expected the consumer who already have knowledge of the environment has the potential to become customers for green cosmetics producers. In addition, the companies need to increase the intention of potential consumers to switch to green cosmetics products by highlighting the added value of consumption of green products and further research can add construct alternatives that affect the purchase intention of green cosmetics products such as environmental awareness and increase references related to this study.
References
Aman, A. H. L., Amran, H., & Zuhal, H. (2012). The Influence of Environmental Knowledge and Concern on Green Purchase Intention the Role of Attitude as a Mediating Variable. British Journal of Arts and Social Sciences, 7(2), 145–167. Retrieved from http://eprints.ums.edu.my/id/eprint/9267
Chaplin, J. P. (2011). Kamus Lengkap Psikologi: Terjemahan oleh Kartono, K. Jakarta: Raja Grafindo Persada.
Chen, Y. S., & Chang, C. H. (2016). Green Brand Personality and Green Purchase Intentions: The Mediation Roles of Green Brand Associations and Green Brand attitude. International Journal of Management and Applied Science, 2(2), 114–118. Retrieved from http://www.iraj.in/journal/journal_file/journal_pdf/14-234-1458364384114-118.pdf
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. MA: Addison-Wesley.
Ghozali, I., & Latan, H. (2012). Partial Least Square: Konsep, Teknik dan Aplikasi SmartPLS 2.0 M3. Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J. F., Black, B., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis: Global Edition (7th Editio). Harlow: Pearson Education.
Indriani, I. A. D., Rahayu, M., & Hadiwidjojo, D. (2019). The Influence of Environmental Knowledge on Green Purchase Intention the Role of Attitude as Mediating Variable. International Journal of Multicultural and Multireligious Understanding, 6(2), 627. https://doi.org/10.18415/ijmmu.v6i2.706
Kinoti, M. W. (2011). Green Marketing Intervention Strategies and Sustainable Development: A Conceptual Paper. International Journal of Business and Social Science, 2(23), 263–273. Retrieved from http://www.ijbssnet.com/journals/Vol_2_No_23_Special_Issue_December_2011/32.pdf
Lee, K. (2010). The Green Purchase Behavior of Hong Kong Young Consumers: The Role of Peer Influence, Local Environmental Involvement, and Concrete Environmental Knowledge. Journal of International Consumer Marketing, 23(1), 21–44. https://doi.org/10.1080/08961530.2011.524575
Mostafa, M. M. (2007). Gender Differences in Egyptian Consumers? Green Purchase Behaviour: The Effects of Environmental Knowledge, Concern and Attitude. International Journal of Consumer Studies, 31(3), 220–229. https://doi.org/10.1111/j.1470-6431.2006.00523.x
Nielsen. (2017). Acceptance of Environmentally Friendly Products in Indonesia. Retrieved from WWF-Indonesia website: http://nielsen.com/wwf-produk-ramah-lingkungan-kian-diminati/
Onurlubaş, E. (2019). The Mediating Role of Environmental Attitude on the Impact of Environmental Concern on Green Product Purchasing Intention. EMAJ: Emerging Markets Journal, 8(2), 5–18. https://doi.org/10.5195/emaj.2018.158
Rakhmawati, D., Puspaningrum, A., & Hadiwidjojo, D. (2019). Hubungan Green Perceived Value, Green Brand Image, dan Green Trust Terhadap Green Purchase Intention. IQTISHODUNA, 1(1), 1–16. https://doi.org/10.18860/iq.v1i1.5957
Shah, S. S. H., Aziz, J., Jaffari, A. raza, Waris, S., Ejaz, W., Fatima, M., & Sherazi, S. K. (2012). The Impact of Brands on Consumer Purchase Intentions. Asian Journal of Business Management, 1(2), 105–110. Retrieved from https://www.airitilibrary.com/Publication/alDetailedMesh?DocID=20418752-201204-201508130021-201508130021-105-110
Solimun. (2011). Analisis Variabel Moderasi dan Mediasi. Malang: Program Studi Statistika FMIPA-UB.
Wulandari, A. . S. A., Rahyuda, I. K., & Yasa, N. N. K. (2015). The Role of Attitude in Mediating Consumer Knowledge Influence towards the Purchase Intention of Green Product. Jurnal Dinamika Manajemen, 6(2), 133–144. https://doi.org/10.15294/jdm.v6i2.4302
Copyright (c) 2021 Jurnal Ekonomi & Bisnis JAGADITHA
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Abstract viewed = 1464 times
PDF downloaded = 1335 times
