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All Journal Jambura Science of Management
Dewi Rakhmawati
Management, Faculty of Business and Economics, Merdeka Malang University, Jawa Timur
Economics, Econometrics & Finance

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Which One Has The Greater Influence On The Green Purchase Decision? Dewi Rakhmawati; Okshanela Okshanela
Jambura Science of Management Vol 5, No 2 (2023): Jambura Science of Management - July 2023
Publisher : Universitas Negeri Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37479/jsm.v5i2.20867

Abstract

Purpose: This study aims to analyze the effect of lifestyle variables and trust variables on green purchase decisions in buying organic vegetables in Malang City.Design/Methodology/Approach: This research was conducted using a descriptive quantitative method, and the technique employed was multiple linear regression with the assistance of IBM SPSS software version 25. The study utilized 100 questionnaires administered to a sample of individuals who have made purchases of organic vegetables in the Malang city area. The sample was selected using non-probability sampling.Findings: The green lifestyle variable in this study has a significantly positive effect on the green purchase decision of organic vegetable products. It is also known that the green trust variable has a significant positive effect on the green purchase decision as well. While the two variables, green lifestyle and green trust, are carried out simultaneously, they also have a positive and significant influence on green purchase decisions in purchasing organic vegetable products in Malang City.
Co-Authors Okshanela Okshanela