Abstract
Purchase intention is the desire of consumers to own a product. Purchase intention is very important. Companies need to pay attention to factors that can increase consumer purchase intentions for the products they offer. The purpose of this study is to explain the role of consumer attitudes in mediating the influence of environmental awareness on purchase intentions. This research was conducted in Badung Regency. The number of samples taken were 65 respondents who were consumers of Starbucks Coffee who had never bought a Starbucks tumbler. The sampling method used is the purposive sampling methFheteod. Data collection is done through interviews and questionnaires. The analysis technique used is path analysis (sobel test), sobel test, and solimun theory. The analysis showed that environmental awareness had a significant positive effect on purchase intentions, environmental awareness had a significant positive effect on consumer attitudes, consumer attitudes had a significant positive effect on purchase intentions, and this study also succeeded in proving that consumer attitudes were able to mediate the effect of environmental awareness on purchase intentions.
 Keywords: purchase intention, environmental awareness, and consumer attitudes
Highlights
Purchase intention is the desire of consumers to own a product
Consumers attitude toward the protection of the environment, personal norms related to green issues, consumers willingness to pay for green product attributes merupakan faktor-faktor yang dapat memengaruhi niat beli konsumen terhadap produk ramah lingkungan (Mosser, 2015)
International Journal of Pure and Applied Mathematics, 119(15), 2215–2219
Summary
Niat beli adalah keinginan konsumen untuk memiliki suatu produk. Perusahaan perlu memperhatikan faktor-faktor yang dapat meningkatkan niat beli konsumen terhadap produk yang ditawarkannya. Tujuan dari penelitian ini adalah untuk menjelaskan peran sikap konsumen dalam memediasi pengaruh kesadaran lingkungan terhadap niat beli.Penelitian ini dilakukan di Kabupaten Badung. Jumlah sampel yang diambil sebanyak 65 orang responden yang merupakan konsumen dari Starbucks Coffee yang belum pernah membeli tumbler Starbucks. Metode pengambilan sampel yang digunakan adalah dengan metode purposive sampling. Pengumpulan data dilakukan melalui wawancara, dan kuesioner. Teknik analisis yang digunakan adalah analisis jalur (path analysis), uji sobel, dan teori solimun. Kata kunci: niat beli; kesadaran lingkungan; dan sikap konsumen
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