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"Pandangan manusia telah bergeser seiring dengan meningkatnya kepedulian terhadap lingkungan, sehingga menimbulkan tuntutan bagi pelaku bisnis untuk memberikan solusi dalam menghadapi berbagai permasalahan lingkungan melalui pengembangan green product. Eco-label sebagai jaminan mutu green product merupakan isu di dunia bisnis dan perdagangan global saat ini. Penelitian ini bertujuan untuk mengetahui pengaruh eco-label terhadap kesadaran mahasiswa untuk membeli green product. Variabel-variabel yang digunakan dalam penelitian ini adalah eco-label awareness, attitude towards the environment, belief in environment-friendly buying, eco-label knowledge, eco-label availability, attention towards eco-label, dan purchase intention. Dengan menggunakan Structural Equation Modeling, diperoleh bahwa variabel belief in environmentfriendly buying, eco-label knowledge, dan attention towards eco-label memiliki pengaruh langsung terhadap purchase intention, sementara variabel eco-label awareness dan eco-label availability hanya menunjukkan pengaruh tidak langsung terhadap purchase intention.

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The society's viewpoint has shifted along with the increasing concern for the environment, causing the rise of demand for the businessman to provide a concrete solution to deal with the current environmental problems through the development of green products. Eco-label, as a quality assurance of green products, has been a global trade-related issue for years. This research aims to determine the effect of eco-labels on students? awareness to purchase green products. The variables used in this research consist of eco-label awareness, attitude towards the environment, belief in buying environment-friendly, eco-label knowledge, eco-label availability, attention towards eco-label, and purchase intention. Using Structural Equation Modeling, some of key findings from the data analysis are highlighted: belief in environment-friendly buying, eco-label knowledge, and attention towards eco-label show a direct influence on purchase intention, while eco-label awareness and eco-label availability only show the indirect effect on purchase intention."

"Meningkatnya pencemaran lingkungan serta adanya urgensi untuk meningkatkan kepedulian lingkungan masyarakat Indonesia, menyebabkan perusahaan turut berkontribusi melalui penerapan green marketing. Sementara itu, sektor kosmetik di Indonesia saat ini sedang tumbuh signifikan. Green marketing juga turut diimplementasikan pada industri tersebut dengan munculnya berbagai merek kosmetik lokal yang mengusung konsep sustainable beauty. Gen Z menjadi salah satu faktor pendorong booming-nya industri kosmetik di Indonesia. Maka, pelaku bisnis sustainable beauty perlu mengetahui faktor-faktor yang dianggap berpengaruh terhadap green purchase behavior pada Gen Z. Penelitian ini mengidentifikasi beberapa faktor yang dianggap berpengaruh, melalui survei terhadap 335 responden yang dilakukan melalui kuesioner daring dan data dianalisis menggunakan Structural Equation Modelling (SEM). Hasil penelitian menunjukan bahwa faktor yang mempengaruhi green purchase behavior Gen Z terhadap produk green cosmetics merek lokal adalah eco-label, PCE, environmental attitude, dan ecological affection. Penelitian ini juga menunjukkan bahwa meningkatkan ecological affection dapat dilakukan baik secara langsung melalui PCE ataupun melalui environmental attitude terlebih dahulu.

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The increasing environmental pollution and the urgency to increase environmental awareness of Indonesian society, have caused companies to contribute through the implementation of green marketing. Meanwhile, the cosmetic sector in Indonesia is currently growing significantly. Green marketing is also implemented in the industry with the emergence of various local cosmetic brands that carry the concept of sustainable beauty. Gen Z is one of the driving factors for the booming cosmetic industry in Indonesia. So, sustainable beauty business players need to know the factors that are considered to have an effect on green purchase behavior in Gen Z. This study identifies several factors that are considered influential, through a survey of 335 respondents conducted through an online questionnaire and the data were analyzed using Structural Equation Modeling (SEM). The findings suggest factors that affect Gen Z's green purchase behavior towards local brand green cosmetics are eco-label, PCE, environmental attitude, and ecological affection. This research also shows that increasing ecological affection can be done either directly through PCE or through environmental attitude first."

"Sustainability menjadi tantangan yang dihadapi perusahaan seiring meningkatnya perhatian konsumen terhadap aktivitas bisnis ramah lingkungan dan permintaan green brand. Industri kosmetik dan personal care termasuk industri yang terus berkembang permintaannya, terutama green cosmetics dan personal care. Penelitian ini bertujuan menganalisis pengaruh green brand positioning, green brand knowledge, dan attitude toward green brand terhadap green product purchase intention dari The Body Shop sebagai salah satu brand kometik dan personal care ramah lingkungan yang juga membuktikan komitmen peduli lingkungannya pada aktivitas perusahaan. Sampel penelitian ini adalah konsumen yang belum pernah membeli produk The Body Shop dan berdomisili di Jabodetabek. Data diolah menggunakan metode Structural Equation Modelling dimana hasilnya menunjukkan jika green brand positioning tidak berpengaruh terhadap attitude toward green brand, namun berpengaruh positif terhadap green brand knowledge, sedangkan, green brand knowledge berpengaruh positif terhadap attitude toward green brand yang dilanjutkan dengan pengaruh positif attitude toward green brand terhadap green purchase intention.

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Sustainability becomes a challenge to companies because of the increasing consumers rsquo attention to eco friendly business activities and demand for green brand. Cosmetics and personal care industry is one of potential businesses that have significant increase in demand, especially for green cosmetics and personal care. This study has purpose to analyze the influence of green brand positioning, green brand knowledge, and attitude toward green brand to green product purchase intention of The Body Shop as green brand cosmetics and personal care which has proven their commitment to the environment through their company activitiess. The sample was consumers who have never bought The Body Shop and lived in Jabodetabek. Then, the collected data was processed using Structural Equation Modelling. Finally, the results of this research showed that green brand positioning does not have positive effect on attitude toward green brand, but has positive effect on green brand knowledge. Meanwhile, green brand knowledge has positive effect on attitude toward green brand followed by positive effect of attitude toward green brand on green purchase intention. "

"The purpose of this study is to understand how the Extended Theory of Planned Behaviour, which comprises of Attitude, Subjective Norm, and Perceived behavioural Control can affect the purchase intention of Green Products. Antecedents were also added as an extension, which are environmental knowledge and environmental concern to add on within the framework, so that readers will understand how these to antecedents are affecting our daily behaviour as consumers of green products. Additionally, the moderating role of government support is also added the analyse the effectiveness of government in inciting consumers to purchase green products, which is important in the current state of our environment. "

"Skripsi ini membahas mengenai analisis variabel-variabel yang mempengaruhi intensi pembelian produk ramah lingkungan konsumen Indonesia. Terdapat lima faktor yang ingin diteliti yaitu pengetahuan tentang lingkungan, sikap terhadap lingkungan, peran pemerintah, pengaruh teman, dan label ramah lingkungan. Ruang lingkup dari penelitian ini adalah masyarakat Indonesia yang mengetahui brand The Body Shop dan tinggal di wilayah yang tedapat toko The Body Shop. Dengan menggunakan metode regresi berganda, ditemukan bahwa sikap terhadap lingkungan, pengaruh teman dan label ramah lingkungan berpengaruh terhadap intensi pembelian produk hijau.Sementara pengetahuan tentang lingkungan dan peran pemerintah tidak berpengaruh terhadap intensi pembelian produk hijau.Dengan temuan penelitian dengan konteks konsumen Indonesia, peneliti dapat memberikan beberapa saran terkait dengan intensi pembelian produk hijau.

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This research discusses the analysis variables that influence green purchase intention Indonesia consumers. There are five variables which included in this research such as environmental knowledge, environmental attitude, government initiative, peer pressure and eco label. The scope of this research is the Indonesian people who know the The Body Shop brand and live in an area which is attached to the The Body Shop store.This study is prepared using the method multiple regression. The finding shows that environmental attitude, peer pressure and eco label are the determinant factor to influence green purchase intention. Meanwhile environmental knowledge and government initiative don’t have any influence toward green purchase intention. With the finding in the context of Indonesia consumers, this research suggest recommendation about green purchase intention."

"Skripsi ini membahas mengenai pengaruh green marketing terhadap minat beli konsumen pada Cluster Whelford di kawasan Bumi Serpong Damai. Penelitian ini juga bertujuan untuk melihat dimensi yang paling berpengaruh dari green marketing terhadap minat beli konsumen. Dimensi-dimensi yang terdapat dalam green marketing adalah green product, green price dan green promotion. Penelitian ini menggunakan metode kuantitatif dan teknik pengambilan sampel purposive. Pada penelitian ini sampel yang diambil sebanyak 100 responden yang berdomisili di DKI Jakarta berumur 30 tahun ? 55 tahun. Hasil penelitian ini membuktikan bahwa green marketing mempunyai pengaruh terhadap minat beli sebesar 25.4% dan 74.6% lainnya dipengaruhi oleh faktor lainnya. Pada penelitian ini juga terlihat bahwa dimensi dari variabel green marketing yang memiliki pengaruh terbesar terhadap minat beli adalah green product.

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This research discusses the influence of green marketing towards consumer buying intention on Cluster Whelford in Bumi Serpong Damai. This research also aims to look at the most influential dimensions of green marketing to consumers buying intention. The dimensions in green marketing consist of green product, green promotion and green price. This research uses quantitative methods and purposive sampling techniques. In this study, samples were taken from 100 respondents who live in Jakarta from 30 years to 55 years old. The results of this study prove that green marketing has an influence on buying intention at 25.4% and 74.6% are influenced by other factors. This research also shows that dimension of green marketing variables that have the greatest influence on the purchase intention is a green product."

"Industri makanan dan minuman Indonesia semakin berkembang dan perusahaan retail yang berkecimpung dalam industri ini bersaing secara ketat. Untuk memenangkan persaingan tersebut, banyak perusahaan yang telah menerapkan green marketing sebagai salah satu strategi pemasarannya. Penelitian ini meneliti perusahaan yang telah menerapkan green marketing khususnya perusahaan yang memproduksi green product dan melakukan praktek tanggung jawab sosial yang bergerak di industri makanan dan minuman di Indonesia. Data dikumpulkan dari 150 orang responden yang berdomisili di daerah Jakarta dan sekitarnya yang belum pernah membeli produk makanan dan minuman ramah lingkungan. Pengolahan data pada penelitian ini dilakukan menggunakan SEM. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan dari perceived quality terhadap consumer purchase intentions. Selain itu, corporate social responsibility memediasi secara penuh green product awareness terhadap consumer purchase intentions.

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Food and beverage industry in Indonesia is growing and retail companies engaged in this industry compete tightly. For winning this competition, a lot of companies have implemented green marketing as their marketing strategy. This research examines the companies that have implemented green marketing, particularly the companies that produce green products and practices corporate social responsibility which is engaged in food and beverage industry in Indonesia. Data were collected from 150 respondents who live in Jakarta and surrounding areas who have never bought environmental friendly food and beverage products. The data in this study was analyzed using SEM. The result of this research shows that there are positive and significant effects between perceived quality and consumer purchase intentions. Moreover, corporate social responsibility mediated green product awareness towards consumer purchase intentions."

"Saat ini pasar dunia terus berubah, pilar keberlanjutan seperti lingkungan, ekonomi dan keadilan sosial telah menjadi bagian dari pengambilan keputusan pemasaran. Mengembangkan strategi pemasaran di tengah-tengah masalah lingkungan dan ekonomi saat ini telah menyebabkan fokus pada pentingnya pemasaran hijau. Menggunakan theory of consumption values dan value-attitude-behavior model, penelitian ini mengusulkan untuk mengeksplorasi green consumer behavior untuk green product di Indonesia. Attitude toward green product dan consumer values seperti functional value (price and quality), social value, conditional value, epistemic value, emotional value, and environmental value digunakan untuk mempelajari green consumer behavior untuk green products. Penelitian ini mengembangkan model penelitian dan diuji secara empiris dengan mengumpulkan data dari kuesioner yang didistribusikan di Indonesia. Berdasarkan sampel 200 responden, hasilnya menunjukkan bahwa hanya social value yang berdampak positif pada green consumer behavior, functional value (price), functional value (quality), environmental value, conditional value, epistemic value, dan emotional value tidak mempengaruhi green consumer behavior. Sebagai mediator, attitude toward green product memiliki pengaruh yang signifikan terhadap epistemic value, environmental value, dan emotional value. Ini menegaskan dan secara signifikan menambah literatur green consumer behavior di pasar yang berkembang.

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At the moment the world market continues to change, sustainability pillars such as environment, economy and social justice have become part of marketing decision-making. Developing a marketing strategy in the midst of current environmental and economic issues has led to a focus on the importance of green marketing. Using the theory of consumption values and value-attitude-behavior model, this research proposes to explore the green consumer behavior for green products in Indonesia. Attitude toward green product and consumer values such as functional value (price and quality), social value, conditional value, epistemic value, emotional value, and environmental value were used to study the green consumer behavior for green products. This study developed a research model and empirically tested by collecting data from questionnaires that were distributed in Indonesia. Based on a sample of 200 respondents, the results indicate that only social value has a positive impact on green consumer behavior, functional value (price), functional value (quality), environmental value, conditional value, epistemic value, and emotional value do not influence green consumer behavior. As a mediator, attitude toward green product has a significant effect on epistemic value, environmental value, and emotional value. This confirms and significantly adds to the literature of green consumer behavior in a developing market."

"Masalah lingkungan yang terjadi, menyebabkan peningkatan kesadaran dan gerakan pencegahan terhadap kerusakan lingkungan. Hal ini juga berdampak pada berubahnya pola konsumsi masyarakat. Trend saat ini menunjukkan adanya peningkatan konsumsi produk ramah lingkungan oleh konsumen. Begitupun umat islam yang notabene diajarkan mengenai penjagaan lingkungan. Skripsi ini bertujuan untuk mengetahui bagaimana pengaruh religiosity terhadap pembelian green products di Indonesia dengan melihat 4 variabel yaitu collectivism, eco-literacy, environmental concern, dan attitude towards green product. Analisis data pada penelitian ini menggunakan software SPSS dan AMOS dengan metode pengolahan data Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa terdapat hubungan yang positif dan signifikan dari religiosity terhadap collectivism dan eco-literacy, eco-literacy terhadap environmental concern dan attitude towards green product, collectivism terhadap attitude towards green product, dan environmental concern terhadap attitude towards green product.

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The environmental problem that happen today, increase people awareness and movement to prevent environmental problem. It also affects the consumption pattern of consumer in society. The trend shows that there is the increase of green product consumption in society. Then, That increase is also shown in moslem consumer that having thought of environmental protection in their religion. This study purpose was to find out how the role of religiosity in purchase of green products in Indonesia by analyzing 4 variables, collectivism, eco-literacy, environmental concern, and attitude towards green products. The data were analyzed using SPSS and AMOS with the Structural Equation Modelling (SEM) method. The finding of this study showed that there were influence of religiosity to collectivism and eco-literacy, eco-literacy to environmental concern and attitude towards green products, collectivism to environmental concern, and environmental concern to attitude towards green products."

"ABSTRAKPesatnya pertumbuhan sektor industri dan populasi menyebabkan permasalahan sampah di Indonesia. Pemerintah mulai menerapkan peraturan untuk membatasi penggunaan plastik. Upaya ini membutuhkan dukungan dari konsumen dan perusahaan. Konsumen diharapkan mengadopsi perilaku konsumsi berkelanjutan sustainable consumption) dalam kehidupan sehari-hari mereka, dan perusahaan didesak untuk melibatkan kelestarian lingkungan environmental sustainability) dalam strategi mereka. Dengan demikian, produk ramah lingkungan green product muncul sebagai salah satu solusi yang dapat mengurangi masalah kelestarian lingkungan. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang dapat mempengaruhi niat pembelian produk ramah lingkungan bagi Generasi Y dan Generasi Z di Indonesia. Generasi Y dan Generasi Z dikenal memiliki kepedulian tinggi terhadap lingkungan dan mereka adalah konsumen potensial saat ini dan di masa depan. Karena itu, penting bagi pemasar marketer) untuk memahami perilaku konsumsi mereka. Penelitian ini didasarkan pada Theory of Planned Behavior (TPB) yang dikembangkan dengan menambahkan 5 (lima) konstruk laten baru, yaitu environmental concern, environmental knowledge, willingness to pay premium, moral attitude, dan health consciousness. Data dikumpulkan dengan menyebarkan kuesioner kepada 349 responden dengan teknik purposive sampling. Selanjutnya, data dianalisis menggunakan Structural Equation Modeling (SEM). Hasil analisis data menyatakan bahwa semua variabel (kecuali environmental concern,memiliki pengaruh positif terhadap niat beli (purchase intention)

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ABSTRACTThe rapid growth of the industrial sector and population causes waste problems in Indonesia. The government began implementing regulations to limit the use of plastics. However, this effort need support from both consumers and companies. Consumers were expected to adopt sustainable consumption in their daily life, and companies were urged to involve environmental sustainability in their strategy. Thus, green products appear as one of the possible solutions for reducing environmental sustainability issues. This study aims to analyze factors that could influence green product purchase intention for Generation Y and Generation Z in Indonesia. Generation Y and Generation Z were known for their concerns toward the environment, and they are the potential current and future consumers. Therefore, it is essential to understand their consumption behavior. This study is based on the theory of planned behavior (TPB) framework that was extended with additional variables, namely environmental concern, environmental knowledge, willingness to pay premium, moral attitude, and health consciousness. Data were collected by distributing questionnaires to 349 respondents adopting purposive sampling approach. Data were analyzed using Structural Equation Modeling (SEM). The result reported that all variables, except environmental concern, have positive influence on purchase intention."