Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal JURNAL DINAMIKA MANAJEMEN DAN BISNIS
Khalisatuz Zahro
Unknown Affiliation
Decision Sciences, Operations Research & Management

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Green Purchase Intention Influenced by Attitude, Norms, Control, and Price Sensitivity as a Moderation Khalisatuz Zahro; Gatot Nazir Ahmad; Nofriska Krissanya
JURNAL DINAMIKA MANAJEMEN DAN BISNIS Vol. 8 No. 1 (2025): Jurnal Dinamika Manajemen dan Bisnis
Publisher : LPPM Universitas Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21009/JDMB.08.1.3

Abstract

The purpose of this descriptive study is to identify the variables that affect a consumer's inclination to purchase eco-friendly personal care items: attitudes, subjective norms, perceived behavioral control, with the moderating variable price sensitivity. Primary data was gathered using a standardized questionnaire and disseminated as part of this quantitative study design to 322 respondents in Jakarta, Indonesia. The findings show that attitudes and subjective norms influence green purchase intention positively, while perceived control of behavior did not relate significantly. Further, it was observed that price sensitivity weakened the strength of relationships among attitude, subjective norms, and purchase intention. These results highlight both personal and social factors associated with sustainable consumption, but price sensitivity acts as the main barrier to eco-friendly purchasing decisions. In addition to offering insightful information for marketers and regulators looking to encourage consumers to make more sustainable decisions, this study deepens our understanding of consumer behavior in the beauty and personal care industry.
Co-Authors Gatot Nazir Ahmad Nofriska Krissanya