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All Journal Jurnal Agronomi Indonesia (Indonesian Journal of Agronomy) JTSL (Jurnal Tanah dan Sumberdaya Lahan) Journal of Degraded and Mining Lands Management IRJE (Indonesian Research Journal in Education) Jurnal Informatika Kaputama (JIK) WELFARE : Jurnal Ilmu Kesejahteraan Sosial Dirasah : Jurnal Studi Ilmu dan Manajemen Pendidikan Islam Jurnal Jejaring Matematika dan Sains Jurnal Ilmiah Manajemen Kesatuan Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Pariwisata Nusantara Edu Research : Jurnal Penelitian Pendidikan Jurnal AKAL: Abdimas dan Kearifan Lokal International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Edukimbiosis: Jurnal Pendidikan IPA Jurnal Rekayasa Proses Jurnal Sosialita: Jurnal Kajian Sosial dan Pendidikan INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen Jurnal Mahasiswa Manajemen, Bisnis, Enterpreneurship Journal of Information Systems and Business Technology
Suryana
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GREEN MARKETING, ENVIRONMENTAL AWARENESS, AND PURCHASE INTENTION OF ECO BAGS: A STUDY OF PRIVATE VOCATIONAL SCHOOL TEACHERS IN BEKASI REGENCY Sarmin; Suryana; Siva Marsya Oktaviany
International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC) Vol. 4 No. 2 (2026): April
Publisher : ZILLZELL MEDIA PRIMA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61990/ijamesc.v4i2.733

Abstract

This study aims to analyze the influence of Green Marketing and Environmental Awareness on consumers' intention to purchase environmentally friendly bags at minimarkets, both separately and simultaneously. This study uses a quantitative and associative approach. The study involved private vocational school teachers in Bekasi Regency, with 341 respondents selected at random. After data collection through questionnaires, instrument testing, classical assumptions, and hypothesis testing were conducted using multiple linear regression with SPSS version 26.0. The results indicate that the desire to purchase ECO BAGs is partially influenced by green advertising and environmental awareness. Additionally, both independent variables significantly influence the dependent variable. According to the coefficient of determination (R²) value of 0.747, green advertising and environmental awareness can explain 74.7% of the interest in purchasing variable. Other variables outside the research model influence 25.3%. Therefore, companies should use Green Marketing strategies and increase environmental awareness in their communications to encourage customers to purchase environmentally friendly products such as ECO BAGs.
Co-Authors Agus Rahayu Agustin, Widia Angga Pratama Anggaresa, Fathanya Puja Anistasia Milandia, Anistasia Ansar, Nurul Awalia Asti Nur Aryanti Atikah Nurhayati Bagus Adi Nugroho Cayadewi, Tiara Chairul Anwar Devitra, Ilham Fayyadh Disman Donny Juliandri Prihadi Dwi Guntoro Eka Sriwahyuni Ekowati Elwadi, Amreza Fajriyani, F Fathurahman, Irwan Hamengkubuwono Handaka , Asep Agus Heny Hendrayati Ikram, Syafrizal JAYA, IRFAN Kuswara, Galuh La Ode Safuan Laode Muhammad Harjoni Kilowasid Leni Yuliyanti, Leni Listianingrum, Erna M A Chozin Marbelia, Lisendra Mashuni MUHAMMAD ALI Muhammad Syakir Muhammad Yasin Munawar, Asep Nini Mila Rahni Nurfadillah Palupi Permata Rahmi Prasetyo, Rahadian Adi Ramdan, Nurfatihah Hijrah Rifqi Dwi Mahendra Romadhan, Panji Saputra, Suryana Sarmin Sartika Sendi Gusnandar Arnan Setianingsih, Titin Eka Sita Anggraeni, Cicisita Sitohang, Osvaldo Zulbedia Siva Marsya Oktaviany SUNARTO SYAMSU ALAM Syamsul Hadi Senen, Syamsul Hadi Tarto Tjutju Yuniarsih, Tjutju TRESJIA CORINA RAKIAN, TRESJIA CORINA Yayat Supriyatna