Abstract
Abstract A rising trend in eco-friendly products indicates a health-conscious approach to green buying [1]. The tendency to buy eco-friendly products is driven by various factors, both inside and outside influences. This study aimed to analyze the purchasing behavior of environmentally friendly products by examining the influence of interpersonal influence, altruism, and environmental knowledge on green purchasing behavior, with environmental attitude as a mediator. The population in this study were young people who bought environmentally friendly products. The sample was 153 respondents and was analyzed using the Partial Least Square (PLS) method with the Smart-PLS Program. The analysis showed a significant relationship between interpersonal influence, altruism, and environmental knowledge on green purchasing behavior, with environmental attitude as a mediator. The results analyzed the impact on small and medium-sized enterprises, particularly those targeting the younger demographic, whose managers had to pay greater attention to environmentally friendly products.
Published Version
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