Pengaruh Pengetahuan Lingkungan terhadap Niat Beli Ramah Lingkungan dengan Sikap terhadap Produk Kecantikan sebagai Variabel Mediasi

Abstract

This study aims to determine the influence of environmental knowledge on Green Purchase Intention with Attitude towards Green Beauty Product as mediating variables. In this study, the number of respondents was 349 people. The method in this study is a quantitative causal-comparative method with data collection using a Likert scale, namely the Environmental Knowledge scale, the Attitude scale towards Eco-Friendly Beauty Products, and the Eco-Friendly Purchase Intention scale adapted and modified by the researcher. The data obtained were processed using path analysis techniques. The results of this study indicate that: 1) Environmental knowledge has a positive and significant effect on Green Purchase Intention, 2) Environmental knowledge has a positive and significant effect on attitude towards green beauty product, 3) Attitude towards Green Beauty Product have a positive and significant effect on Green Purchase Intention, 4) Attitude towards Green Beauty Product as a mediating variable are able to partially mediate the effect of environmental knowledge on Green Purchase Intention.