Model keputusan pembelian green product pada konsumen di indonesia (telaah pada produk ramah lingkungan pengganti plastik)

Rimadias, Santi Model keputusan pembelian green product pada konsumen di indonesia (telaah pada produk ramah lingkungan pengganti plastik). Prosiding Forum Manajemen Indonesia (FMI) Ke 11. ISSN 2407-0548

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Abstract

The existence of the plastic waste is one of the environmental issues of concern to the world nowadays, so the green product or eco-friendly product is expected to be the solution to reduce the volume of plactic waste. This research aims to analyze the determinants of green product purchase decision as plastic replacement at consumers in Indonesia, such as supporting enviromental protection, drive for enviromental responsibility, social appeal and green product experience. Data collection methods used in this research was survey by disseminating a questionnaire to the 123 respondents who already used a green product replacement for plastic. The analysis of the data used multiple regression. The results showed that supporting enviromental protection, drive for enviromental responsibility and green product experience have influence the green product purchase decision. Meanwhile, social appeal has no influence to the green product purchase decision. Keywords: Green Product, Purchase Decision, Plastic

Item Type: Article
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: KODEPRODI61201#Manajemen
Depositing User: Mrs. Santi Rimadias
Date Deposited: 25 Mar 2021 13:49
Last Modified: 25 Mar 2021 13:49
URI: http://repository.ibs.ac.id/id/eprint/2214

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