The Effect of Green Product Attributes and Eco Label Information on Green Purchasing Decision

Abstract

This study aims to investigate the effect of green product attributes, and eco label information to green purchasing decision (a study on consumers of Rinso Anti Noda detergent). Purposive sampling method was applied for data collection to 114 samples. Data analysis used multiple regression analysis. The study result showed that green product attributes and ecolabel information partially have significant effect on green purchasing decision. Furthermore, green product attributes and Eco label information simultaneously has significant effect on green purchasing decision. These findings support the importance of the green marketing of green preen products since there is an increasing awareness on green environment among consumers and society in recent years.