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All Journal Journal Research of Social Science, Economics, and Management
Tiara Muthiarsih
Universitas Swadaya Gunungjati
Environmental Science

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The Influence of Green Marketing and Environmental Concern on Green Purchase Intention (Case Study of Traditional EB Batik) Raju Rifai; May Dedu; Tiara Muthiarsih
Journal Research of Social Science, Economics, and Management Vol. 5 No. 11 (2026): Journal Research of Social Science, Economics, and Management
Publisher : Publikasi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59141/jrssem.v5i11.1549

Abstract

This study aimed to analyze the influence of green marketing and environmental concern on green purchase intention among EB Batik consumers. This study used a quantitative method with an associative approach, involving 218 respondents selected through purposive sampling. Data were collected through questionnaires and analyzed using multiple linear regression analysis with the assistance of SPSS software. The results showed that green marketing had a positive and significant effect on green purchase intention, with a significance value of 0.000 < 0.05, while environmental concern had a negative and significant effect, with a significance value of 0.011 < 0.05. Simultaneously, both variables had a significant effect on green purchase intention, with an adjusted R-square value of 0.666, indicating that 66.6% of the variation in green purchase intention could be explained by green marketing and environmental concern.
Co-Authors May Dedu Raju Rifai