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All Journal Jurnal Fokus Manajemen Bisnis
Advincula, Geraldine B.
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The role of green product as an intermediary of environmental attitude and environmental knowledge on green behavior Jamal, Fauziyah Nur; Aisa, Nabila Na’ma; Othman, Norfaridatul Akmaliah; Advincula, Geraldine B.; Rohmah, Wafrotur
Jurnal Fokus Manajemen Bisnis Vol. 14 No. 1 (2024)
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/fokus.v14i1.9490

Abstract

The impact of global warming has made people aware of the importance of environmental preservation. Therefore, it is necessary to implement green product behavior in university environments. However, there is a need for more awareness among students about the use of green products. This research seeks to fill this research gap by developing appropriate green marketing strategies that help implement environmentally friendly behavior in students. This study aimed to determine the mediating role of green products on the influence of environmental knowledge and attitude on the green behavior of students. The sample consisted of 30 respondents, selected using a non-probability sampling technique. The collected data were subsequently processed using Smart PLS. The results show a mediating role of green products on the influence of environmental knowledge and attitude on student green behavior.
Co-Authors Aisa, Nabila Na’ma Jamal, Fauziyah Nur Othman, Norfaridatul Akmaliah Wafrotur Rohmah