Pengaruh Sikap Ramah Lingkungan, Kepedulian Lingkungan dan Afeksi Lingkungan Terhadap Pembelian Produk Hijau
Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh sikap ramah lingkungan, kepedulian lingkungan serta afeksi lingkungan terhadap pembelian produk hijau. Populasi dalam penelitian ini adalah seluruh pengguna dan pembeli produk The Body Shop. Sampel dalam penelitian ini berjumlah 200 orang yang dipilih dengan menggunakan metode purposive sampling. Data dalam penelitian ini dikumpulkan melalui kuesioner. Data dianalisis menggunakan analisis SEM dan perhitungan data menggunakan software PLS. Hasil penelitian menunjukkan bahwa variabel sikap ramah lingkungan, kepedulian lingkungan serta afeksi lingkungan memiliki pengaruh positif terhadap pembelian produk hijau.
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