Abstract
The environmental issues nowadays have make consumers becoming more selective in selecting products and brands going to use. The purpose of this study is to investigate the effect of green advertising on green purchase intentions mediated by green attitude awareness in the young generation. Young generation has strong curiosity and has easier access on getting products information, so this research focuses deeper on examining how much green advertising, green knowledge, and eco-label information affect the awareness on green attitude which later influences green intention to purchase. This research used primary data obtained from questionnaires distributed directly to 150 undergraduate students of universities in Indonesia. We used Structural Equation Modeling (SEM) for verifying hypothesis and AMOS 20 software for getting empirical results of 16 items questions representing indicator of 4 variables. The result showed that green advertising and green knowledge were able to form the awareness on environmental friendly. Although eco-label information did not influence the awareness on green attitude, it influenced the green purchase intention directly.
Highlights
Raising the awareness on environmental friendly of consumers is not easy, the campaign has been done for decades
The results of this research showed that; first, green advertising is the biggest potential issue to influence the green awareness on young consumers in Indonesia to choose and use green products
The strong intention of young consumers in Indonesia to use green product is a positive attitude towards green advertising
Summary
Raising the awareness on environmental friendly of consumers is not easy, the campaign has been done for decades. The result of Ministry of Environment and Forestry in 2012 showed that environmental care attitude index (IPPL) was about 0.57 (from 1). It indicates that Indonesian do not show enough care about environment in their daily lives. This research is commenced from the controversy of previous study results on the effect of advertising on the purchasing intention. D’Souza and Taghian (2005) argued that advertisement is a strong tool to inform and get consumers’ attitude, and critical role in communicating the pro-environmental image (Grillo et al, 2008; Kim et al, 2019), and that it has the biggest effect on the purchase intention (Delafrooz et al, 2014). On contrary, Rahbar and Wahid (2011) found that there was not any significant relationship between green advertising and the purchase intention
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