PENGARUH ENVIRONMENTAL KNOWLEDGE, GREEN ADVERTISING, DAN ENVIRONMENTAL CONCERN TERHADAP GREEN PURCHASE INTENTION MELALUI MEDIASI DAN MODERASI PADA PRODUK PEMBALUT KAIN

RACHELA PUTRI HANASTI, . (2025) PENGARUH ENVIRONMENTAL KNOWLEDGE, GREEN ADVERTISING, DAN ENVIRONMENTAL CONCERN TERHADAP GREEN PURCHASE INTENTION MELALUI MEDIASI DAN MODERASI PADA PRODUK PEMBALUT KAIN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh environmental knowledge, green advertising, dan environmental concern terhadap green purchase intention pada produk pembalut kain, dengan attitude toward green product sebagai variabel mediasi dan sustainability awareness sebagai variabel moderasi. Responden penelitian ini adalah perempuan Generasi Z yang berdomisili di Jakarta, Bandung, Surabaya, Medan, dan Makassar. Penelitian ini menggunakan pendekatan kuantitatif melalui survei daring yang diisi oleh 421 responden dan dianalisis menggunakan SmartPLS 4. Hasil penelitian menunjukkan bahwa ketiga variabel independen berpengaruh positif dan signifikan terhadap attitude toward green product. Green advertising, environmental concern, dan attitude toward green product juga terbukti berpengaruh positif dan signifikan terhadap green purchase intention. Selain itu, attitude toward green product memediasi pengaruh ketiga variabel terhadap green purchase intention. Namun, environmental knowledge memiliki pengaruh negatif dan signifikan terhadap green purchase intention, dan sustainability awareness tidak berperan sebagai variabel moderasi. Temuan ini dapat dimanfaatkan oleh produsen, pemasar, pemerintah, serta organisasi lingkungan untuk mendorong niat beli produk ramah lingkungan seperti pembalut kain. ***** This study aims to determine the effect of environmental knowledge, green advertising, and environmental concern on green purchase intention on menstrual pads, with attitude toward green products as a mediating variable and sustainability awareness as a moderating variable. Respondents of this study were Generation Z women who live in Jakarta, Bandung, Surabaya, Medan, and Makassar. This research uses a quantitative approach through an online survey filled out by 421 respondents and analyzed using SmartPLS 4. The results showed that the three independent variables had a positive and significant effect on attitude toward green product. Green advertising, environmental concern, and attitude toward green product are also proven to have a positive and significant effect on green purchase intention. In addition, attitude toward green product mediates the influence of the three variables on green purchase intention. However, environmental knowledge has a negative and significant effect on green purchase intention, and sustainability awareness does not act as a moderating variable. These findings can be utilized by manufacturers, marketers, government, and environmental organizations to encourage the purchase intention of environmentally friendly products such as menstrual pad.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, S.E., M.Si., Ph.D. ; 2). Annisa Lutfia, S.Pd., M.Pd.
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Rachela Putri Hanasti .
Date Deposited:	04 Aug 2025 06:46
Last Modified:	04 Aug 2025 06:46
URI:	http://repository.unj.ac.id/id/eprint/57553

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