PENGARUH PENGETAHUAN, KEPEDULIAN DAN SIKAP PADA LINGKUNGAN TERHADAP MINAT PEMBELIAN PRODUK HIJAU

Abstract

The main issues of this study is how cognitive and affective factors influence green products purchase. The objectives of this study are: (1) examine the influence of environmental knowledge on green purchase intention based on gender differences as a moderating variable, (2) examine the influence of environmental concerns on on green purchase intention based on gender differences as a moderating variable, (3) examine the influence of attitude on green purchase intention based on gender differences as a moderating variable, (4) examine the influence of gender on green purchase intentions. Results of this study are (1) environmental knowledge does not significantly influence green purchasing intention when moderated by gender with pvalue (0.560)> 0.05, (2) environmental concern does not significantly influence green purchase intentions when moderated by gender with pvalue (0.475)> 0.05, (3) green purchase attitude are not significantly influence green purchase intentions when moderated by gender with pvalue (0.781)> 0.05, (4) gender diferences are not influence green purchase behavior with pvalue (0.628)> 0.05. These results contrast with previous findings Tikka (2000) who explains that men are more likely to have more envormental knowledge compared with woman. The findings also do not support research cby Mohai (1992) and Stern (1992) who found that women are more concerned about the environment than men and Mustafa (2007) which states that women express greater environmental concern than men . But research is supported by the findings of Chen and Chai (2010) that there is no difference between the attitude of male students and female students on the environment and green products.