THE INFLUENCE OF PRODUCT TRANSFORMATION SALIENCE ON GREEN PURCHASE INTENTION WITH ENVIRONMENTAL AWARENESS AS MODERATING VARIABLE

Abstract

This study aimed to analyze the influence of product transformation salience on green purchase intention of environmentally friendly recycled products with environmental awareness as a moderating variable in students in the Special Region of Yogyakarta. The sampling technique in this study used was purposive sampling technique, with a total of 135 students as respondents. Primary data in this study ware collected using a questionnaire method through a google form that has been tested for validity and reliability. Data analysis in this study used descriptive analysis test, an instrument test that includes validity and reliability tests, a classical assumption test that includes a normality test, heteroscedasticity, linearity and a hypothesis test that includes a t-test, coefficient of determination and moderated regression analysis (MRA). The data analysis technique used simple linear regression, with the help of the IBM SPSS Statistic version 26 program. The results showed that product transformation salience use had positive and significant effect on green purchase intention and the environmental awareness moderated or strengthened the relationship between product transformation salience and green purchase intention.