DETERMINANT FACTORS OF PURCHASE INTENTION ON GREEN PRODUCT
Abstract: This research aimed
to examine a model which presents effects of man-nature orientation, of healthy
consumption lifestyle, of attitude toward a green product, of subjective norm
and of purchase behavioural control toward purchase intention of green product.
Data collection method of this research used questionnaire, which was arranged
through an exploration study based on planned behaviour theory. The sample of
this research was housewives as last consumers. In addition, this research was
conducted in Yogyakarta, Indonesia. The result showed that man-nature
orientation and healthy consumption lifestyle are a predictor for the purchase
intention of green product. Man-nature orientation, healthy consumption
lifestyle, subjective norm, attitude toward green product and purchase
behavioural control give positive contribution for purchase intention of green
product. All of the hypothesis in this research were fully supported.
Keywords: green product,
man-nature orientation, healthy consumption lifestyle, purchase intention
Penulis: Ida Aryati Diyah,
Tony Wijaya
Kode Jurnal: jpmanajemendd170284
