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All Journal Mimbar Agribisnis: Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Jurnal Pertanian Agros Mediagro Proceeding of International Conference Health, Science And Technology (ICOHETECH) Journal Of Agribusiness, Social and Economic
Novitaningrum, Restie
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Agriculture, Biological Sciences & Forestry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Health Professions Industrial & Manufacturing Engineering Medicine & Pharmacology

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Value Orientation and Ecoliteracy as Key Factors in Green Product Purchase Decisions Rahmaningtyas, Avivah; Cahyaningtyas, Nur Indah; Putri, Levana Masitajasmin; Fadhilah, Muhammad Luthfie; Novitaningrum, Restie; Fauziah, Irma; Simamora, Liska
Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Vol 12, No 1 (2026): Januari 2026
Publisher : Universitas Galuh

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25157/ma.v12i1.22272

Abstract

Consumer awareness regarding health and environmental sustainability has increased interest in green products. Companies now recognize the importance of understanding consumer behavior in purchasing eco-friendly products, as trust and perceptions of safety significantly influence market success. This study aims to analyze how consumer ecoliteracy and value orientation affect purchasing decisions for Chocolate Monggo’s green products, providing insights to support effective marketing strategies for sustainable food brands. This study was conducted using ecoliteracy and value orientation as independent variables and purchase decision as the dependent variable. Data were collected via a Google Form and analyzed through Structural Equation Modelling (SEM) using Partial Least Squares (PLS) in SmartPLS 4.0. The findings reveal that ecoliteracy and value orientation are significant to consumers’ purchasing decisions for Chocolate Monggo. These results suggest that Chocolate Monggo should focus on strategies to elevate public ecoliteracy and promote the personal and social benefits associated with green product consumption. 
Co-Authors Cahyaningtyas, Nur Indah Fadhilah, Muhammad Luthfie Fery Wisnu Saputro, Fery Wisnu Irma Fauziah Liska Simamora Priyambodo, Dimas Putri, Levana Masitajasmin Rahmaningtyas, Avivah Saputro, Wahyu Adhi Setiyani, Rahmawati Wahyu Adhi Saputro Wahyuningrum, Dinar