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Hommy Dorthy Ellyany Sinaga
Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
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Journal : West Science Social and Humanities Studies

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The Effect of Environmental Awareness, Sustainable Corporate Image, and Green Product Price on Consumer Purchase Intention in Indonesia Hommy Dorthy Ellyany Sinaga; Fenny Fenny; Elisabeth Nainggolan; Widalicin Januarty
West Science Social and Humanities Studies Vol. 2 No. 05 (2024): West Science Social and Humanities Studies
Publisher : Westscience Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58812/wsshs.v2i05.956

Abstract

This quantitative study examines the relationship between customer purchase intention in Indonesia and environmental awareness, sustainable company image, and green product costs. Likert scale items were used to measure the dimensions in a survey with 279 Indonesian consumers as a sample. Regression analysis was performed on the data using SPSS version 26. The findings showed a strong positive correlation between customer purchase intention, green product price, sustainable company image, and environmental awareness. In particular, customer purchase intention was positively influenced by more environmental awareness and good opinions of business sustainability. Furthermore, Indonesian customers showed a readiness to pay more for environmentally friendly goods. Businesses and legislators seeking to encourage sustainability and ecologically conscious customer behavior in Indonesia should take note of these findings.
Co-Authors . Syamsulbahri Agung Zulfikri Ali muhajir, Ali Angelia Siatama Chevy Herli Sumerli Christine Riani Elisabeth Dedy Lazuardi Dhety Chusumastuti Elisabeth Nainggolan Eva Yuniarti Utami Fenny Fenny Fenny Fenny Loso Judijanto Mashitah Binti Duralim Mochamad Suryadharma Muhamad Ammar Muhtadi Muhammad Ali Akbar Muthi’atul Khasanah Nicholas Nicholas Norhaslina BT Asri Novi Darmayanti Nur Fadzillah Binti Jaafar Nurali Nurali Petrus Loo Sri Rezeki Subfian Malisa Widalicin Januarty Zunan Setiawan