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Nyoman Dara Paramita
Fakultas Ekonomi dan Bisnis, Universitas Udayana Jalan P. B. Sudirman, Bali 80112
Economics, Econometrics & Finance

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SIKAP DALAM MEMEDIASI HUBUNGAN KESADARAN LINGKUNGAN DENGAN NIAT BELI PRODUK KOSMETIK RAMAH LINGKUNGAN Nyoman Dara Paramita; Ni Nyoman Kerti Yasa
Jurnal Manajemen dan Kewirausahaan Vol. 17 No. 2 (2015): SEPTEMBER 2015
Publisher : Management Study Program, Faculty of Business and Economics, Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (503.527 KB) | DOI: 10.9744/jmk.17.2.187-195

Abstract

The purpose of this study was to determine the role attitudes to mediate the relationship between environmental awareness with the purchase intention eco-friendly cosmetics “The Body Shop” in Denpasar. Samples taken were 105 respondent, used purposive sampling techniques. This study used SEM analysis and the Sobel Test. The results showed that, the higher the environmental awareness tent to increase purchase intention of consumers to buy eco-friendly cosmetics brand “The Body Shop.” However, consumer attitudes did not affect the relationship between environ­mental awareness with the intention to buy eco-friendly cosmetic products. This suggested that eventhough without any positive consumer attitude. The higher en­viron­mental awareness could enhance the purchase intention towards eco-friendly cosmetic products “The Body Shop.”
Co-Authors Ni Nyoman Kerti Yasa