Mendorong Pilihan Berkelanjutan: Eco Labeling, Eco Branding, Dan Dampaknya Terhadap Green Purchase Intentions dan Consumer Behaviour


  • Viajeng Purnama Putri Universitas Muhammadiyah Malang



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Penelitian ini bertujuan untuk mengetahui pengaruh eco-labeling, eco branding, dan Dampaknya terhadap Niat Membeli Ramah Lingkungan dan Perilaku Konsumen. Sampel yang digunakan dalam penelitian ini sebanyak 125 orang. penelitian ini adalah kuantitatif dan menggunakan Structural Equation Modeling (SEM) dengan Partial Least Squares (PLS) sebagai alat analisis utama. Hasil dari penelitian ini yaitu eco-labeling berpengaruh terhadap green purchase intention, eco branding berpengaruh positif dan signifikan terhadap green purchase intention, green purchase intention berpengaruh positif dan signifikan terhadap consumer behaviour, green purchase intention memediasi hubungan antara eco-labeling terhadap consumer behaviour dan green purchase intention memediasi hubungan antara eco-branding terhadap consumer behaviour.

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Submitted Date: 2023-10-26
Accepted Date: 2023-10-26
Published Date: 2023-11-07