INFLUENCE OF ENVIRONMENTAL CONSCIOUSNESS, KNOWLEDGE, AND ECO-FRIENDLY WILLINGNESS ON GREEN PURCHASE BEHAVIOR OF HOUSEHOLD PRODUCTS, MEDIATED BY GREEN PURCHASE INTENTION

Abstract

This study aims to analyze influence of environmental consciousness, environmental knowledge, and willingness to be environmentally friendly on green purchase behavior of eco-friendly household products, with green purchase intention as intervening variable among university students in the Special Region of Yogyakarta. The sampling method used purposive sampling with total of 153 respondents. Primary data collection was through questionnaire that has been tested for validity and reliability. Data analysis in this study includes descriptive analysis, instrument testing (validity and reliability tests), classical assumption tests (normality test, multicollinearity test, and heteroscedasticity test), and hypothesis testing (partial t-test, coefficient of determination test, and Sobel test). Data analysis technique employed multiple regression analysis using IBM SPSS Statistics version 26. The results of study showed that environmental consciousness, environmental knowledge, and willingness to be environmentally friendly have positive and significant influence on green purchase intention. Environmental consciousness, environmental knowledge, and green purchase intention have positive and significant influence on green purchase behavior. However, willingness to be environmentally friendly has positive but not significant effect on green purchase behavior. The results of the Sobel test show green purchase intention mediates influence of environmental consciousness, environmental knowledge, and willingness to be environmentally friendly on green purchase behavior.