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All Journal Jurnal Ilmiah Mahasiswa Ekonomi Manajemen MATAPPA: Jurnal Pengabdian Kepada Masyarakat Community Development Journal: Jurnal Pengabdian Masyarakat
ANDI JAMIATI PARAMITA
Institut Teknologi dan Bisnis Kalla
Humanities Economics, Econometrics & Finance Education Health Professions Public Health

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Journal : Jurnal Ilmiah Mahasiswa Ekonomi Manajemen

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INTENSI PEMBELIAN HIJAU (GREEN PURCHASING): KERANGKA TEORI SOSIALISASI KONSUMEN DAN PERAN MODERASI KEBUTUHAN AKAN KEUNIKAN KONSUMEN Rahmat Syarif; Andi Jamiati Paramita
Jurnal Ilmiah Mahasiswa Ekonomi Manajemen Vol 7, No 4 (2022): November
Publisher : Departemen Manajemen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jimen.v7i4.22739

Abstract

The development of economic and human activities have brought some detrimental effects on environment. This phenomenon then raises the people awareness to take action on preserving environment by buying and consuming green products that have less negative impact on environment. Through the perspective of consumer socialization approach, this current study has explored whether peer communication, green advertising, and eWOM in social media have an influence on consumer’s green purchase intention as well as examined the moderation effect of consumer’s need for uniqueness. By using an online survey with purposive sampling method, 267 responses have been collected and analysed by SEM PLS approach through SmartPLS software. This study founds that while 1) peer communication has a non-significant correlation to green purchase intention, 2) green advertisement and 3) eWOM in social media significantly and positively influence the consumer’s green purchase intention. However, it is also found that need for uniqueness does not have a moderation effect on 4) peer communication, 5) green advertisement, and 6) eWOM in social media. Some managerial implications and recommendations for future research are also elaborated in this research.
Co-Authors Andi Tenri Pada Anhar Januar Malik Mardiatul Jannah Muh. Ihsan Ramadhan Ramadhan B Nabila Fauziah Aprilianti Rahmat Syarif Yahya, Andi Fauziah