THE ROLE OF ATTITUDE IN MEDIATING CONSUMER KNOWLEDGE INFLUENCE TOWARDS THE PURCHASE INTENTION OF GREEN PRODUCT
Abstract: Protecting the
environment has become a main idea for some modern companies in applying the
green marketing strategy. Many consumers perceive that a product with natural
raw material can give a better benefit both in terms of health issue and
environment. The purpose of this study is to find out the role of attitude in
mediating consumer knowledge influence towards the purchase intention of green
product Ever-E 250 in Denpasar.The samples were 110 respondents from all over
Denpasar taken with the purposive sampling method and path analysis. The result
of the study shows that consumer knowledge has significant and positive
influence towards the attitude and purchase intention of green product Ever-E
250. The attitude variable has been proven to be able to mediate consumer
knowledge influence towards the purchase intention of green product Ever-E 250
in Denpasar significantly, while the mediation happen is partial, so that the
attitude variable functions as a mediator of consumer knowledge influence
towards the purchase intention of green product.
Keywords: Green Marketing;
Green Product; Consumer Knowledge; Attitude On The Environment; Purchase
Intention
Author: A.A Sagung Ayu
Wulandari, I Ketut Rahyuda, Ni Nyoman Kerti Yasa
Journal Code: jpmanajemengg150039
