<![CDATA[Preferensi pengaruh faktor green purchase intention terhadap produk detergen ramah lingkungan (lerak). Kesadaran masyarakat dunia saat ini akan pentingnya kelestarian lingkungan semakin meningkat, perilaku ini dapat dilihat dari pola konsumsi masyarakat yang mulai menginginkan produk ramah lingkungan. Kondisi ini membuat banyak produsen mengadaptasi masalah lingkungan di setiap produk-produknya. Produk-produk yang mengadaptasi masalah lingkungan green product dapat membuka jalan bagi produsen untuk masuk ke pasar ramah lingkungan seperti halnya detergen ramah lingkungan lerak. Dalam penelitian ini menggunakan metode survey untuk mengetahui sejauh mana pengaruh tiap-tiap faktor terhadap intensi pembelian terhadap produk ramah lingkungan. Faktor-faktor yang diteliti yaitu eviromental concern, social influence, self image, enviromental knowledge, dan perceived product price and quality terhadap green purchase intention. Dari hasil penelitian ini ditemukan bahwa semua faktor tersebut mempunyai pengaruh yang signifikan terhadap green purchase intention detergen ramah lingkungan, namun faktor paling berpengaruh besar yaitu enviromental knowledge yang merupakan dimensi terpenting dan memiliki pengaruh paling signifikan terhadap intensi pembelian detergen ramah lingkungan. ABSTRACTPreference of influence of green purchase intention factor to environmentally friendly detergent product (lerak). Awareness of the current world community of the importance of environmental sustainability is increasing, this behavior can be seen from the consumption patterns of people who start wanting environmentally friendly products. This condition makes many manufacturers adapt environmental problems in each of its products. Products that adapt to green product environmental issues can pave the way for manufacturers to enter eco-friendly markets as well as environmentally friendly detergents lerak. In this study using survey methods to determine the extent of influence of each factor to the intention of purchasing to environmentally friendly product. Factors studied are eviromental concern, social influence, self image, enviromental knowledge, and perceived product price and quality against green purchase intention. From the results of this study found that all these factors have a significant influence on the green purchase intention of environmentally friendly detergent, but the most influential factor is the enviromental knowledge which is the most important dimension and has the most significant influence on the intention of purchasing environmentally friendly detergent.]]>
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