Pengaruh Green Trust, Green Purchase Intention, dan Green Brand Image terhadap Consumer Guilt melalui Shopee dengan Mediasi Green Buying Behaviour
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Mahendra, Ahmad Ihza
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2023-06-08 07:21:39
Abstract :
In an era of convenience of shopping technology at Shopee, consumers must also be aware of purchasing green products for the sake of environmental preservation, or if this is not done, consumers may feel consumer guilt. Green purchase intention towards green products by consumers will influence green buying behavior. Not only consumers, but producers can also create a green brand image through selling green products. This study aims to examine whether green trust, green purchase intention, and green brand image have a significant effect on green buying behavior mediated by consumer guilt. The population taken in this study were people who had shopped at Shopee who came from Surabaya and Gresik. In this study, researchers used a small sample of 30 respondents and a large sample of >100 using Smart-PLS. Sampling of this study used a purposive sampling method. This research method used is a questionnaire. The results of this study prove that green trust, green purchase intention, green brand image have a significant effect on green buying behavior, and green buying behavior has a significant effect on consumer guilt. Keywords: green trust, green purchase intention, green brand image, green buying behavior, consumer guilt.
In an era of convenience of shopping technology at Shopee, consumers must also be aware of purchasing green products for the sake of environmental preservation, or if this is not done, consumers may feel consumer guilt. Green purchase intention towards green products by consumers will influence green buying behavior. Not only consumers, but producers can also create a green brand image through selling green products. This study aims to examine whether green trust, green purchase intention, and green brand image have a significant effect on green buying behavior mediated by consumer guilt. The population taken in this study were people who had shopped at Shopee who came from Surabaya and Gresik. In this study, researchers used a small sample of 30 respondents and a large sample of >100 using Smart-PLS. Sampling of this study used a purposive sampling method. This research method used is a questionnaire. The results of this study prove that green trust, green purchase intention, green brand image have a significant effect on green buying behavior, and green buying behavior has a significant effect on consumer guilt. Keywords: green trust, green purchase intention, green brand image, green buying behavior, consumer guilt.
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