PREDICTING GREEN PURCHASE INTENTION OF GENERATION Y: AN EMPIRICAL STUDY IN INDONESIA

Environmental awareness is growing up as the environmental issues nowadays are significant to human lives. Some manufacturers started to entering green product market and targeting green consumers. Many studies have been conducted to examine the influence of several factors such as environmental knowledge, environmental concern, attitudes, and price on green purchase intention. However, just few studies stated that price also influenced the decision-making on buying green products specifically in the context of Indonesian. Whereas price become one of the most important factors considered by consumers.  This study investigated the relationship of environmental knowledge, environmental concern, subjective norms, price fairness, attitudes, and green purchase intention. The research model was tested by using self-administrated questionnaires of 200 students in private university. Before the questionnaires were distributed, the pilot study was conducted to assess the reliability and validity of the instruments. The hypotheses were measured by Structural Equation Model (SEM). The result showed that there were three hypotheses which were supported and two unsupported hypotheses. This research gives recommendations for future research. Keywords: environmental knowledge, green products, environmental concern, subjective norms, price fairness, attitudes, green purchase intention

DETERMINAN NIAT BELI MAKANAN ORGANIK: SIKAP UNTUK MEMBELI SEBAGAI VARIABEL MEDIASI

Abstract. The purpose of this study is to identify whether environmental concern, consumers‟ perceptions, health consciousness, subjective norms, and attitude have a positive relationship towards organic food purchase intention. The type of research used for this study is descriptive research with non probability sampling design. The number of respondents was 202 respondents. Hypotheses were tested using Structural Equations Model (SEM). The results showed that there are three unsupported hypotheses out of five hypotheses. Supported hypotheses are hypothesis 2 and hypothesis 5. The supported hypotheses are consumers‟ perceptions and attitude. Furthermore, this research showed that consumers‟ perceptions and attitude have a positive relationship toward purchase intention

DETERMINAN NIAT BELI MAKANAN ORGANIK: SIKAP UNTUK MEMBELI SEBAGAI VARIABEL MEDIASI

Abstract. The purpose of this study is to identify whether environmental concern,consumers‟ perceptions, health consciousness, subjective norms, and attitude have apositive relationship towards organic food purchase intention. The type of researchused for this study is descriptive research with non probability sampling design. Thenumber of respondents was 202 respondents. Hypotheses were tested using StructuralEquations Model (SEM). The results showed that there are three unsupportedhypotheses out of five hypotheses. Supported hypotheses are hypothesis 2 andhypothesis 5. The supported hypotheses are consumers‟ perceptions and attitude.Furthermore, this research showed that consumers‟ perceptions and attitude have apositive relationship toward purchase intention