The Role of Attitude in Mediating Consumer Knowledge Influence Towards the Purchase Intention of Green Product

Abstract

Protecting the environment has become a main idea for some modern companies in applying the green marketing strategy. Many consumers perceive that a product with natural raw material can give a better benefit both in terms of health issue and environment. The purpose of this study is to find out the role of attitude in mediating consumer knowledge influence towards the purchase intention of green product Ever-E 250 in Denpasar.The samples were 110 respondents from all over Denpasar taken with the purposive sampling method and path analysis. The result of the study shows that consumer knowledge has significant and positive influence towards the attitude and purchase intention of green product Ever-E 250. The attitude variable has been proven to be able to mediate consumer knowledge influence towards the purchase intention of green product Ever-E 250 in Denpasar significantly, while the mediation happen is partial, so that the attitude variable functions as a mediator of consumer knowledge influence towards the purchase intention of green product. Info Artikel PERAN SIKAP MEMEDIASI PENGARUH PENGETAHUAN KONSUMEN TERHADAP NIAT BELI PRODUK HIJAU AbstrakPerlindungan terhadap lingkungan telah menjadi ide utama untuk beberapa perusahaan modern dalam menerapkan strategi pemasaran hijau. Banyak konsumen merasa bahwa produk dengan bahan baku alami dapat memberikan manfaat yang lebih baik dari segi kesehatan dan lingkungan. Tujuan dari penelitian ini adalah untuk mengetahui peran sikap dalam memediasi pengetahuan konsumen yang berpengaruh terhadap niat pembelian produk hijau Ever-E 250 di Denpasar. Jumlah sampel dalam penelitian ini adalah 110 responden dari seluruh Denpasar diambil dengan metode purposive sampling dan analisis jalur. Hasil penelitian menunjukkan bahwa pengetahuan konsumen memiliki pengaruh yang signifikan dan positif terhadap sikap dan niat pembelian produk hijau Ever-E 250. Variabel sikap telah terbukti dapat memediasi pengetahuan konsumen yang berpengaruh terhadap niat pembelian produk hijau Ever-E 250 di Denpasar secara signifikan, sedangkan mediasi yang terjadi adalah parsial, sehingga variable sikap berfungsi sebagai mediator pengetahuan konsumen yang berpengaruh terhadap niat pembelian produk hijau.

The Influence of Environmental Knowledge on Green Purchase Intention the Role of Attitude as Mediating Variable

“…Furthermore, according to Hair et al (2010) if a and b are significant, but c is not significant, then Attitude towards green products is expressed as perfect mediation. Based on the result, Environmental Knowledge has proven to have a significant influence on Attitude, this result is in line with several previous studies (Smith & Paladino, 2010;Wulandari et al, 2015;Saichao, 2016). Mostafa (2007) found that knowledge about environmental problems is an important factor that influences the attitudes of the consumers in Egypt to be more environmentally friendly.…”

“…Chen & Chai (2010) define attitudes as manifestations of someone's likes or dislikes and attitudes to responding to various environmental problems are a reflection of how much someone wants to be involved in environmental preservation. Environmental Knowledge has proven to have a significant influence on Attitude, this is evident in several studies (Smith & Paladino, 2010;Wulandari et al, 2015;Saichao, 2016). Based on the results of previous studies, the author would like to further confirm the relationship between Environmental Knowledge and Attitude in the hypothesis as follows:…”

Predicting green product purchase: Applying a Cognitive-Affective-Behavior hierarchy

“…Subjective Knowledge positively and also significantly affects the Product attitude (Paladino and Ng, 2012). Therefore, based on previous studies (Paladino and Ng, 2012;Chen, 2013;Wulandari, Rahyuda & Yasa, 2015;Nordin & Ahmad. 2013;Peschel et al, 2016), this study hypothesized that Subjective Knowledge has a positive and significant effect on Product Attitude.…”

Factors Affecting Young Indonesian’s Intention to Purchase Counterfeit Luxury Goods

“…In addition, an individual who is favorable with counterfeits perceives the quality of counterfeit goods to be as good as the original goods (Norum & Cuno, 2011), so when the counterfeit luxury goods are not same as the original products, consumers do not really have the intention to purchase it (Chiu & Leng, 2015;Wulandari et al, 2015;Hashim et al, 2018). We assumed that the closer the difference of the quality between original luxury goods and counterfeit luxury goods which means that the higher the quality of counterfeit luxury goods is the higher the intention to purchase the counterfeit luxury goods.…”