PENGARUH KESADARAN LINGKUNGAN PADA NIAT BELI PRODUK HIJAU: STUDI PERILAKU KONSUMEN BERWAWASAN LINGKUNGAN

M.F. Shellyana Junaedi(1*)

(1) Fakultas Ekonomi Universitas Atma Jaya Yogyakarta
(*) Corresponding Author

Abstract

This study examined the causal effect of the existing relationship between green purchasing, which
is attitudinal and behavioral approaches, environment consciousness, price premium, involvement and
intention to green purchase. The idea implied on this research will help much in resolving problem and
decision making connected to reinforce the green purchase intention. The finding implied that environment consciousness influences to price premium and consumer involvement significantly. Another finding concludes
that consumer involvement significantly
influence to green purchase intention. Result, based on path analysis using AMOS indicated that the model tested had an acceptable fit. The goodness-of-fit index (GFI)

was 0.977 which control for degree of freedom 1. Root mean square residual (RMR) was 0.009. The implication

of this research is relevant to marketers operating in organic-product market.

Keywords

environment consciousness, price premium, involvement, green purchase intention.

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DOI: 10.23917/benefit.v9i2.1210

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