Green Customer Behavior: Mediation Model Of Green Purchase

Alamsyah, Doni Purnama and Othman, Norfaridatul Akmaliah and Wan Ibrahim, Nik Rahila and Mulyani, Mulyani and Yogi, Udjaja (2020) Green Customer Behavior: Mediation Model Of Green Purchase. International Journal Of Psychosocial Rehabilitation, 24 (5). pp. 2568-2577. ISSN 1475-7192

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Abstract

This study aims to review the correlation of eco-label on customer behavior, which is green awareness, green trust, and green purchase intention. The study is conducted in Bandung City with a research experimental method to 100 customers of Supermarket Retail who know about a green product. The study is performed by using SmartPLS and path analysis techniques to find the research model. The research result is known that eco-label has a direct correlation to green awareness and green trust, but it does not relate significantly to green purchase intention. It is the same with green awareness that is insignificant can change green purchase intention. It is different from a green trust that can switch directly to green purchase intention. The research finding is stated that customer's green awareness and green trust can genuinely be the correlation mediation of eco-label with green purchase intention. Information from research results provides a positive impact for the company is considering to green customer behavior and government in giving policy to green product development

Item Type:	Article
Uncontrolled Keywords:	Eco-Label, Green Awareness, Green Trust, Green Purchase Intention, Green Customer Behavior
Divisions:	Faculty of Technology Management and Technopreneurship > Department of Technology Management
Depositing User:	Norfaradilla Idayu Ab. Ghafar
Date Deposited:	09 Dec 2020 09:02
Last Modified:	09 Dec 2020 09:02
URI:	http://eprints.utem.edu.my/id/eprint/24526
Statistic Details:	View Download Statistic

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