Proceedings of the 4th International Conference on Social Science, Humanity and Public Health, ICoSHIP 2023, 18-19 November 2023, Surabaya, East Java, Indonesia

Research Article

Analysis of Green Purchase Intention Factors in Gesits Electric Motors with Environmental Concern as an Intervening Variable

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  • @INPROCEEDINGS{10.4108/eai.18-11-2023.2342597,
        author={Hafsyahda  Gustiani and Zakky Fahma Auliya},
        title={Analysis of Green Purchase Intention Factors in Gesits Electric Motors with Environmental Concern as an Intervening Variable},
        proceedings={Proceedings of the 4th International Conference on Social Science, Humanity and Public Health, ICoSHIP 2023, 18-19 November 2023, Surabaya, East Java, Indonesia},
        publisher={EAI},
        proceedings_a={ICOSHIP},
        year={2024},
        month={1},
        keywords={green brand positioning green brand knowledge environmental concern green purchase intention structural equation modeling},
        doi={10.4108/eai.18-11-2023.2342597}
    }
    
  • Hafsyahda Gustiani
    Zakky Fahma Auliya
    Year: 2024
    Analysis of Green Purchase Intention Factors in Gesits Electric Motors with Environmental Concern as an Intervening Variable
    ICOSHIP
    EAI
    DOI: 10.4108/eai.18-11-2023.2342597
Hafsyahda Gustiani1,*, Zakky Fahma Auliya1
  • 1: UIN Raden Mas Said Surakarta
*Contact email: hafsyahgusti@gmail.com

Abstract

This study was conducted to determine the relationship between green brand positioning and green brand knowledge on green purchase intention. This study involves environmental care as an intervention. This research is a quantitative study in the Greater Solo area with a sample of 130 people. The data obtained were then analyzed using the structural equation modeling (SEM) method with SMART-PLS 3 software to determine the relationship between the variables studied. In this study, the target population is all people in Central Java who are at least 17 years old. This study provides suggestions for increasing green purchase intention through green brand positioning and green brand knowledge mediated by environmental concerns. The results of the analysis that has been carried out, show that it turns out that the mediating variable does not affect the two independent variables on the dependent.