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All Journal Economic and Business Horizon Arthatama: Journal of Business Management and Accounting
Audita Nuvriasari
Universitas Mercu Buana Yogyakarta, Indonesia
Economics, Econometrics & Finance

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The Effect of Green Product Attributes, Green Trust, and Environmental Awareness on Purchase Intention to Buy Greenwash Detergent Ferdinan Sandro Simangunsong; Audita Nuvriasari
Economic and Business Horizon Vol. 5 No. 2 (2026): March
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.2.2026.1052

Abstract

Environmental concerns arising from the use of household products, especially conventional detergents that are not easily biodegradable, have driven the emergence of eco-friendly detergents as a more sustainable option. In response, this study seeks to examine how green product attributes, green trust, and environmental awareness influence green purchase intention toward Greenwash detergent. The research adopted a quantitative design using a survey approach. The study involved 100 respondents who were already familiar with information about the Greenwash detergent product. Participants were selected through purposive sampling based on criteria relevant to the research objectives. Primary data were gathered using questionnaires measured on a Likert scale and processed through multiple linear regression analysis, following tests of validity, reliability, and classical assumptions. The findings reveal that green product attributes, green trust, and environmental awareness each have a positive and significant partial effect on green purchase intention. Environmentally friendly product characteristics, stronger consumer confidence in the company’s environmental claims, and higher awareness of environmental protection are key factors that encourage the intention to purchase eco-friendly detergent products.
Co-Authors Amalina Apriyan Della Nabella Amanda Tri Agustina Anggita Cahyani Hidayah Anjelina Sirin Bias Bianglala Candrawati Kartika Wijaya Ferdinan Sandro Simangunsong Fiya Farha Kholida Isa Tamala Ismi Nurul Arif Juniati Michael Bryan Putra Cristian Muhammad Galih Wicaksana Muhammad Ni’mal Maula Natasya Citra Pramesti Praba Phatriscia Sefulah Tafrikhan Zulqarnain Oase Tika Firayanti Tuminah Yohana Pedra Napitupulu