Abstract
This analytical descriptive research aims to find out the relationship between the investigated variables. These variables had been previously tested hence this study made several modifications. The data consisted of primary data and involved 150 students of Ahmad Dahlan Economics School as the respondents. The research variables were divided into exogenous variables (i.e., eco labeling, eco knowledge, green product, green packaging and green advertising) and endogenous variables (i.e., purchase intention and green customer). The data analysis technique was the Partial Least Square (PLS) by using SmartPls software. Based on the results of hypothesis testing, it can be concluded that: eco-knowledge has a significant negative influence on purchase intention; eco-knowledge has a significant negative influence on green customers; eco-labeling has a significant positive influence on purchase intention; eco-labeling has a significant negative influence on green customer; green product has a significant positive influence on purchase intention; green product has a significant positive influence on green customer; green packaging has an insignificant influence on purchase intention; green packaging has an insignificant influence on green customer; green advertising has a significant negative influence on purchase intention; green advertising has a significant positive influence on green customer; and purchase intention has a significant positive influence on green customer.
Highlights
The flow of goods and services between countries in the last decade had increased significantly
Goodness of fit index is measured using consisted of 108 female respondents (72 percent) the determination coefficient (R2) of the and 40 male students (27 percent)
The third indicator (GPr3) obtains a score of 4.0, implying the consumers agree that green products are made from non-hazardous materials
Summary
The present study is an analytical descriptive research which aim is to find out the relationships between variables. Based on the assessment of the questionnaire results, the average score for the variable of eco-knowledge is 3.6 It indicates that in general, people have access for information or knowledge about environmentally friendly products and related regulations in Indonesia. The third indicator (GPr3) obtains a score of 4.0, implying the consumers agree that green products are made from non-hazardous materials. Likewise, based on the scores of the second and third indicators, the customers agree that ecolabels relatively convince them to buy green products and will still prefer such products even though the price is more expensive than similar products but without any eco-label. The result of predictive relevance (Q2) is greater than 0.05, it can be stated that it has met the requirements for further testing, namely the hypothesis testing
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