Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Amanda, Nur Anisa
Unknown Affiliation
Economics, Econometrics & Finance Other

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

Found 1 Documents
Search

 1 
Pengaruh Eco Innovation dan Environmental Friendliness Terhadap Green Attitude, Green Purchase Intention dan Moderasi Willingness to Pay pada Fore Coffee Amanda, Nur Anisa; Sadat, Andi Muhammad; Lutfia, Annisa
Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan Vol. 5 No. 3 (2025): Oktober: Jurnal Ilmiah Manajemen, Bisnis dan Kewirausahaan
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jurimbik.v5i3.1409

Abstract

This study aims to analyze the influence of eco innovation and environmental friendliness on green attitude and green purchase intention, as well as to examine the moderating role of willingness to pay in the relationship between green attitude and green purchase intention at Fore Coffee. This research is motivated by the growing public awareness of environmental sustainability and the trend of consuming eco-friendly products, particularly in the coffee shop industry. A qualitative approach was employed using the PLS-SEM method with SmartPLS 4, involving 380 respondents from the Jabodetabek area who are active consumers of Fore Coffee. The results show that eco innovation and environmental friendliness have a positive and significant influence on green attitude and green purchase intention. Furthermore, green attitude positively affects green purchase intention. However, willingness to pay does not significantly moderate the relationship between green attitude and green purchase intention. These findings suggest that although consumers have a positive attitude toward eco-friendly products, it does not necessarily translate into a willingness to pay more. Therefore, more effective education and communication strategies are needed to enhance the perceived value of sustainable consumption. This study offers theoretical contributions to green consumer behavior research and practical recommendations for Fore Coffee’s green marketing strategies.
Co-Authors Annisa Lutfia Sadat, Andi Muhammad