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All Journal SEIKO : Journal of Management & Business Abdi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Enrichment : Journal of Management Community Development Journal: Jurnal Pengabdian Masyarakat Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Celebes Journal of Community Services
Mardiatul Jannah
Institut Teknologi Dan Bisnis Kalla
Religion Arts Humanities Economics, Econometrics & Finance Education Environmental Science Health Professions Medicine & Pharmacology Public Health Social Sciences

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Consumer Green Purchases in the New Normal Condition of The Covid-19 Pandemic A. Nurul Suci Amaliah; Mardiatul Jannah; Nindya Dewi Rizka Sari
Budapest International Research and Critics Institute-Journal (BIRCI-Journal) Vol 5, No 3 (2022): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v5i3.6637

Abstract

After the COVID-19 pandemic, more consumers were concerned about their health and the environment. This condition also positively affects the environmental awareness of consumers and can be a significant factor influencing customers to purchase green products. This study identified potential factors affecting green products purchase as consumer actual behavior. The main predictors are the impact of the COVID-19 Pandemic, environmental attitude, and environmental awareness and moderated by green product literacy to predict actual behaviour by purchasing the green product in the new normal era. In this way, it will help policymakers and managers for formulating and implement to encourage green purchasing and comprehension of green consumerism, especially in the Asian market. This study conducted with survey with purposive sampling method and analyzed data by SEM PLS for the hypotheses test. The number of valid observations for the data analysis is 100. The result of algorithm testing found the data was valid and reliable, as well as the framework accurate (Model Fit). Based on direct hypothesis testing, it was found that the impact of the pandemic is a significant factor in predicting environmental awareness (H1). Meanwhile the impact of the pandemic not significantly predicts green product purchases (H2). Furthermore, environmental awareness finding as a significant factor influence green product purchases (H3). The other direct hypotheses also show environmental attitude as a significant factor to identify green product purchase (H5) while green product literacy was not supported as a significant factor in green product purchase (H6). On the other hand, specific indirect effect testing shows that environmental awareness successfully mediates the impact of pandemic on green product purchases (H4). For moderate testing, green product literacy moderates the relationship of environmental attitude to green product purchase (H7). The outcomes contribute and offer valuable information for future public policy and marketing campaigns regarding green product purchases.
Co-Authors A. Nurul Suci Amaliah Andi Fauziah Yahya ANDI JAMIATI PARAMITA Andi Tenri Pada Herman, Bahtiar Keisyah Rifqah Arizahni Khaerunnisa Nur Fatimah Syahnur Kiki Resky Ramdhani Sucipto Mirandha Ariesca Riana Mirandha Ariesca Riana Muh. Ihsan Ramadhan Ramadhan B Muhammad Taufan Gunawan Nabila Fauziah Aprilianti Nindya Dewi Rizka Sari St. Aisyah Syarief Dienan Yahya