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

Abstract

This research aims to determine the influence of environmental concern on green purchase intention with attitudes towards environmentally friendly beauty products as a mediating variable. The research method used in this research is a causal-comparative quantitative research method. The sample in this study amounted to 349 people. Data collection was collected using a likert scale consiting of an environmentally friendly purchase intention scale, an environmental concern scale, and an attitude scale towards environmentally friendly beauty products. The data obtained was processed using path analysis techniques. The research results show that: 1) environmental concern has a positive and significant influence on green purchase intention, 2) environmental concern has a positive and significant impact on attitudes towards environmentally friendly beauty products, 3) attitudes towards environmentally friendly beauty products have a positive and significant impact on green purchase intention, 4) environmental concern has a positive and significant effect on green purchase intention through attitudes towards environmentally friendly beauty products as a mediating variable. Therefore, it can be concluded that the influence of concern on green purchase intention is proven to be positive and significant both through mediation of attitudes towards environmentally friendly beauty products and directly without mediation.