Analysis Of The Factor Of Green Purchasing Behavior On The Customer's Bottled Mineral Water

Dian Kusmana; Yolanda Masnita; Kurniawati

doi:10.24912/jm.v27i1.1057

Authors

Dian Kusmana Faculty of Economics and Business, Trisakti University, Jakarta, Indonesia
Yolanda Masnita Faculty of Economics and Business, Trisakti University, Jakarta, Indonesia https://orcid.org/0000-0002-5758-8146
Kurniawati Faculty of Economics and Business, Trisakti University, Jakarta, Indonesia https://orcid.org/0000-0002-4339-0278

DOI:

https://doi.org/10.24912/jm.v27i1.1057

Keywords: Environmental Advertisement; Environmental Knowledge; Eco Brand; Green Consumption; Green Purchasing Behavior.

Abstract

The goal of this study is to examine the Green Purchasing Behavior factor in customers' bottled mineral water purchases. Data were collected from 192 respondents who consume bottled mineral water in Jakarta. In this study, quantitative research methods are used to analyze the validity, reliability, descriptive statistics, and Fit Model with Structural Equation Modeling (SEM). The results show that Environmental Advertisement has a significant effect on Environmental Knowledge, Environmental Advertisement has a significant effect on Eco Brand, Environmental Advertisement has a significant effect on Green Purchasing Behavior, Eco Brand has a significant effect on Green Purchasing Behavior Customer's bottled mineral water, and Environmental Knowledge has a significant effect on Eco Brand Customer's bottled mineral water. The managerial implication of this research is important for the community to choose bottled drinking water products that are low in pollution or environmentally friendly in order to increase the go green program in Jakarta.

Author Biographies

Dian Kusmana, Faculty of Economics and Business, Trisakti University, Jakarta, Indonesia

122012101007@std.trisakti.ac.id

Yolanda Masnita, Faculty of Economics and Business, Trisakti University, Jakarta, Indonesia

yolandamasnita@trisakti.ac.id

Kurniawati, Faculty of Economics and Business, Trisakti University, Jakarta, Indonesia

kurniatwati@trisakti.ac.id

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