The Effect of Environmental Knowledge, Green Advertising and Environmental Attitude Toward Green Purchase Intention

Abstract

This study aims to determine the effect of environmental knowledge and green advertising on environmental attitudes and green purchase intention, and the effect of environmental attitude toward green purchase intention of Starbucks consumer in Mataram City. The research method used is quantitative with causal associative approach. Data collection using questionnaires distributed to 170 Starbucks consumers in Lombok Epicentrum Mall with convenience sampling technique. Analysis method used Path analysis. The research findings show that environmental knowledge and green advertising have a positive and significant effect on environmental attitude and green purchase intention; and environmental attitude have a positive and significant effect on green purchase intention. Increased public awareness of environmental knowledge and positive attitudes increases the chance of Starbucks to create environmentally-based products. KEY WORDSEnvironmental knowledge, green advertising, environmental attitude, purchase intention.Current environmental issues make consumers more sensitive. In terms of needs, there is an attempt to stop and reverse the negative effects of human behavior on the environment (Leonidou et al., 2010). Consumers are increasingly aware of excessive behavior in used of resources can affect the environment (Henning & Karlsson, 2011), so consumer give more attention to environmental impacts by purchasing eco-friendly goods or services (Dagher et al., 2015). Consumers who prefer products eco-friendly and their daily consumption behavior consider the effects on the environment known as green consumer. These consumers avoid products that could endanger health, harm the environment, use materials derived from protected species, and cause hazardous waste (Ali & Ahmad, 2012). This makes companies adapted to environmental concerns gaining popularity over the last few decades (Ali & Ahmad, 2012). Companies are encouraged to increase community knowledge and awareness of the environment by developing programs that provide solutions to environmental problems (Rini et al., 2017), where some modern companies are protecting the environment as a key idea for implementing friendly marketing strategies environment (Wulandari et al., 2015).Young consumers are potential customers who can initiate a change from ignorance to environmental issues to care and think about the impact on the environment. Lee (2009) in his study suggested that international green marketers consider teenagers as one of the potential market targets. Young consumers have purchasing power, are able to influence the buying decisions of the people around them, and are open to new things and innovative ideas. This study begins with previous research that has been done on factors that affect green purchase intention, one of which research conducted by Delafrooz et al. (2014) states that one of the factors affecting green purchase intention is green advertising. Study conducted by Safe et al., (2012) states that environmental knowledge and attitudes are environme...

The Effect of Green Advertising, Trust, and Attitude on Green Purchase Intention: An Evidence from Jogjakarta, Indonesia

“…It will make potential consumers want to buy products that are beneficial to the environment, are committed to the environment, and have more attention to the environment than other products in Yogyakarta. This research supports the research conducted by Kusuma et al (2018), agreeing that environmentally friendly advertising has a positive and significant effect on Green purchase intention with green advertising containing potassium on the environment. The intention with green advertising will bring public or consumer interest in Yogyakarta to buy environmentally friendly products.…”

“…The more likely it will affect potential consumers' preferences with environmentally friendly products, the happy and happy attitudes of potential consumers to green products in Yogyakarta. This study underpins the research conducted by Kusuma et al (2018) to determine the effect of green advertising on environmental attitudes and green purchase intentions and the influence of environmental attitudes on green purchase intentions. The study agrees that environmentally friendly advertising has a positive and significant effect on environmental attitudes.…”

Do We Care about Going Green? Measuring the Effect of Green Environmental Awareness, Green Product Value and Environmental Attitude on Green Culture. An Insight from Nigeria

“…The framework was adapted from Chan and Lau [12] study which has been previously tested among Chinese consumers and has previously been applied in the studies of Aman et al [36] among Sabahan consumers. Furthermore, Maichum et al [60] study applied it among young Thailand consumers and Kusuma and Sulhaini [3] study also verified the framework among Indonesia consumers. Hence, this study finds this as a balance to testing and applying the current framework in Nigeria context due to its robustness, by modifying it and incorporating green culture, environmental awareness and deleting green purchase intention, human-nature orientation and environmental knowledge/concern which the previous study has examined.…”

“…Recently, environmental issues have made consumers gradually change their demeanor to take on environmentally friendly practices and take actions taking the environment in consideration in terms of eating habits and their needs and interests. Efforts are also being made to limit the negative impact on the environment of activities exercised by humans [3].…”

“…Organizations are encouraged to increase proenvironmental awareness in their host communities thereby encouraging and developing programs towards green activism to provide and solve environmental issues and challenges with the hope of restoring a better lifestyle for consumer environmental friendliness [4]. In light of these, contemporary organizations are preserving the environment as a solution for performing and implementing a marketing strategy that is supportive of the environment and eco-friendly thereby meeting societal standards [3]. Concerning the environmental performance index (EPI), Nigeria is ranked 100 th scoring 54.76 out of 180 countries for overall environmental performance † .…”