INFLUENCE OF GREEN PRODUCT PURCHASE INTENTION OF THE BODY SHOP TOWARD GREEN PURCHASE BEHAVIOR

• Main Author: Pranastya Agusti, Tiara
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49490
• Institution: Institut Teknologi Bandung

The increase in environmental degradation on nature, the rise in environmentally friendly products, in addition to products that sell on the market, will also encourage a sustainable environment that is useful for improving quality and reducing adverse environmental impacts. Green Marketing is essential, as many products in the industry can threaten the sustainability of the earth and human beings. Nowadays, cosmetics that use natural material are increased because customer are concerned about environmental issues, natural cosmetic product objects in this research are the products of The Body Shop. In this research researchers will explore several factors (environment attitude, environmental knowledge, perceived quality) that were adopted from several previous studies. The study uses PLS-SEM to analyse the relation of factors, attitudes towards green products, subjective norms, perceived behavioral control, green purchase intention, and green purchase behavior for green products. In addition, the study used semi-structured interviews that were useful for strengthening data outcomes from quantitative research. The findings of this research state that environment attitudes, environmental knowledge, perceived quality can affect customer behaviour toward the purchase of other green products. Expected results of this research can be a reference marketer on the behavior of purchasing green products in Indonesia and can maximize the sale of green products.