Pengaruh Attitude Towards Green Consumption, Guilt, dan Green Consumption Intention Terhadap Green Consumption Behavior pada Konsumen Produk The Body Shop di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Haikal, Muhammad
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2023-05-30 03:36:20
Abstract :
The problem of environmental pollution that is rife in Indonesia like the worst air quality, Indonesia number 17 of 118 survey by IQ Air, and Trash heap has 34.93% which are not managed properly has raised some public concern in using environmentally friendly products, one of the environmentally friendly products used is from the company The Body Shop. The purpose of this study was to determine the effect of attitude towards green consumption, guilt, and green consumption intention on green consumption behavior among The Body Shop consumers in Surabaya. The samples obtained in this research were 100 respondents. This research method uses partial least square structural equation modeling (PLS-SEM) by distribution of questionnaires via online with the Google form to costumers of The Body Shop in Surabaya and testing the validity and reliability levels. This study conducted data analysis using SmartPLS 3.0 software. The results of this study indicate that there is a positive significantly effect on attitude towards green consumption towards green consumption intention, positive significantly effect on guilt towards green consumption intention, and positive significantly affect on green consumption intention towards green consumption behavior among The Body Shop consumers in Surabaya with the results of the validity and reliability tests in this research are valid and reliable. Keyword: Attitude, Guilt, Intention, Behavior, Green Consumption
The problem of environmental pollution that is rife in Indonesia like the worst air quality, Indonesia number 17 of 118 survey by IQ Air, and Trash heap has 34.93% which are not managed properly has raised some public concern in using environmentally friendly products, one of the environmentally friendly products used is from the company The Body Shop. The purpose of this study was to determine the effect of attitude towards green consumption, guilt, and green consumption intention on green consumption behavior among The Body Shop consumers in Surabaya. The samples obtained in this research were 100 respondents. This research method uses partial least square structural equation modeling (PLS-SEM) by distribution of questionnaires via online with the Google form to costumers of The Body Shop in Surabaya and testing the validity and reliability levels. This study conducted data analysis using SmartPLS 3.0 software. The results of this study indicate that there is a positive significantly effect on attitude towards green consumption towards green consumption intention, positive significantly effect on guilt towards green consumption intention, and positive significantly affect on green consumption intention towards green consumption behavior among The Body Shop consumers in Surabaya with the results of the validity and reliability tests in this research are valid and reliable. Keyword: Attitude, Guilt, Intention, Behavior, Green Consumption
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