PENGARUH PERSEPSIAN EFEKTIVITAS KONSUMEN, PENGETAHUAN EKOLOGI, DAN NILAI HIJAU PERSEPSIAN TERHADAP KEINGINAN KONSUMEN UNTUK MEMBELI PRODUK RAMAH LINGKUNGAN
ABSTRACT: Concern with
environmental issues, many firm have started to
develop green products
as one of
their awareness toward enviromental problem. These firms are also
responsible to meet the demand of environ-mentally conscious consumers by
finding factors that influence consumer intention to buy environmen-tally
friendly product (EFP). However, the effects of Ecological Knowledge, Green
Perceived Value, and Perceived Customer Effectiveness in
motivating con-sumers’ Intention have not been tested together in the context
of Purchase Intention in Indonesia. Therefore, this study develops a framework
to identify the influ-ences of
Ecological Knowledge, Perceived Consumer Effectiveness, and Green
Perceived Value as predictor of consumers’ intention toward EFP.
Design/methodol-ogy/approach: A
convenience sampling method
will be employed. A questionnaire
will be distributed
to consumers who have shopping experience in depart-ment or
convinience store which
sell reusable bags (Carrefour, Giant,
Superindo, Indomaret, Alfamart, etc). Regression
will be used
to analyze and
verify the hypotheses.
Practical implications: This study will give insight information to the firms
about why consumers want to buy EFP, so that firms can make effective marketing strategies to increase future
sell-ing that concern to the enviroment.
Keywords: environmentally
friendly products, purchase intention, ecological
knowledge, perceived consumer
effectiveness, green perceived value
Penulis: Elizabeth Dita
Septiari, Nadia Nila Sari
Kode Jurnal: jpmanajemendd140525
