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All Journal JEM : Jurnal Equilibrium Manajemen
Della Meliska
Universitas Panca Bhakti
Economics, Econometrics & Finance Social Sciences Other

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Peran Sikap Terhadap Lingkungan Pada Hubungan Antara Kemasan Keberlanjutan Dan Keputusan Pembelian Produk Avoskin Di Kota Pontianak Della Meliska; Adi Mursalin; Puty Febriasari
Jurnal Equilibrium Manajemen Fakultas Ekonomi Universitas Panca Bhakti Vol 12 No 1 (2026): Vol 12 No 1 (2026): Jurnal Equilibrium Manajemen (JEM)
Publisher : Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Panca Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54035/jem.v12i1.638

Abstract

Environmental issues such as plastic waste, global warming, marine pollution, and deforestation continue to worsen and are a shared human responsibility. This study aims to analyze the effect of sustainable packaging on purchasing decisions, with attitudes toward the environment as a mediating variable. The research employed a quantitative approach with statistical data analysis to produce objective results. Findings show that sustainable packaging has a positive and significant impact on attitudes toward the environment, meaning consumers respond more positively when they perceive product packaging as sustainable. However, attitudes toward the environment were not proven to significantly influence purchasing decisions, indicating that positive views on environmental issues do not always translate into buying behavior. Conversely, sustainable packaging directly and significantly affects purchasing decisions, suggesting that packaging plays a stronger role in encouraging consumers to make purchases. Mediation analysis further confirms that attitudes toward the environment do not mediate the relationship between sustainable packaging and purchasing decisions, emphasizing that the impact of packaging is more direct and independent
Co-Authors Adi Mursalin Puty Febriasari