Pengaruh Environmental Concern Dan Perceived Environmental Knowledge Terhadap Niat Beli Hijau Melalui Environmental Attitude Sebagai Variabel Mediasi.(Studi Pada Calon Konsumen Refill Station The Body Shop)

The Influence of Environmental Concern and Perceived Environmental Knowledge on Green Purchase Intentions Through Environmental Attitude as a Mediation Variable. (Study on Prospective Consumers of The Body Shop Refill Station)

Penelitian ini bertujuan untuk mengetahui pengaruh environmental concern dan perceived environmental knowledge terhadap niat beli hijau melalui environmental attitude sebagai variabel mediasi Penelitian ini menggunakan metode purposive sampling, dengan menggunakan 100 responden. Menggunakan model analisis jalur (path analysis) dengan software AMOS. Hasil dari penelitian ini menunjukkan bawa terdapat pengaruh antara perceived environmental knowledge, environmental attitude terhadap niat beli hijau, namun dalam penelitian ini tidak ditemukan adanya pengaruh dari environmental concern terhadap niat beli hijau karena pola konsumsi produk hijau yang masih belum terbentuk. Penelitian ini berguna bagi para peneliti serta brand kecantikan di Indonesia khususnya The Body Shop untuk memperhatikan serta memperdulikan bagaimana pentingnya perceived environmental knowledge dan environmental attitude bagi konsumen.

Kata kunci       : Environmental concern, perceived environmental knowledge, environmental attitude,niat beli hijau.

This study aims to determine the effect of environmental concern and perceived environmental knowledge on green purchasing intentions through environmental attitude as a mediating variable. This study used a purposive sampling method, using 100 respondents. Using a path analysis model (path analysis) with AMOS software. The results of this study indicate that there is an influence between perceived environmental knowledge and environmental attitude towards green purchasing intentions, but this study did not find any influence from environmental concerns on green purchasing intentions because consumption patterns of green products have not yet been formed. This research is useful for researchers and beauty brands in Indonesia, especially The Body Shop, to pay attention and care about the importance of perceived environmental knowledge and environmental attitude for consumers.

Keywords: Environmental concern, perceived environmental knowledge, environmental attitude, green purchase intention.