CD Skripsi

analisis pengaruh green behavior terhadap sikap dan niat beli produk popok ramah lingkungan di kota pekanbaru

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This study aims to analyze the influence of environmental awareness, environmental knowledge, and environmental concern on attitudes and purchase intention of eco-friendly diapers in Pekanbaru City. This research uses a descriptive quantitative method. Data were collected through questionnaires distributed to 215 respondents. The study employed a purposive sampling technique, targeting mothers with babies who use disposable and cloth diapers or who have purchased disposable or cloth diapers in Pekanbaru City. Data analysis was conducted using Structural Equation Modeling (SEM) with SmartPLS software to examine causal relationships between variables.

The results show that environmental awareness, environmental knowledge, and environmental concern significantly and positively influence eco-friendly attitudes. Furthermore, eco-friendly attitudes significantly influence the purchase intention of eco-friendly diapers. However, environmental awareness and environmental knowledge do not have a direct influence on purchase intention. Instead, these three variables (environmental awareness, knowledge, and concern) indirectly influence purchase intention through eco-friendly attitudes as a mediating variable.

The implications of this study highlight the importance of developing eco-friendly attitudes as a key element in driving the purchase intention of eco-friendly products. Additionally, education related to environmental awareness, knowledge, and concern needs to be enhanced to support more sustainable consumer behavior. This study contributes to the literature on environmentally conscious consumer behavior and provides recommendations for producers and governments in developing marketing strategies and policies related to eco-friendly products.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2210247902

Penerbit

Pekanbaru : Universitas Riau – FKIP – Manajemen., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2210247902

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Magister Manajemen

Info Detail Spesifik

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Pernyataan Tanggungjawab

Rahmat

Versi lain/terkait

Lampiran Berkas

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