SIKAP DALAM MEMEDIASI HUBUNGAN KESADARAN LINGKUNGAN DENGAN NIAT BELI PRODUK KOSMETIK RAMAH LINGKUNGAN

Nyoman Dara Paramita (Fakultas Ekonomi dan Bisnis, Universitas Udayana Jalan P. B. Sudirman, Bali 80112)
Ni Nyoman Kerti Yasa (Fakultas Ekonomi dan Bisnis, Universitas Udayana Jalan P. B. Sudirman, Bali 80112)

Jurnal Manajemen dan Kewirausahaan
Vol. 17 No. 2 (2015): SEPTEMBER 2015

The purpose of this study was to determine the role attitudes to mediate the relationship between environmental awareness with the purchase intention eco-friendly cosmetics “The Body Shop” in Denpasar. Samples taken were 105 respondent, used purposive sampling techniques. This study used SEM analysis and the Sobel Test. The results showed that, the higher the environmental awareness tent to increase purchase intention of consumers to buy eco-friendly cosmetics brand “The Body Shop.” However, consumer attitudes did not affect the relationship between environ­mental awareness with the intention to buy eco-friendly cosmetic products. This suggested that eventhough without any positive consumer attitude. The higher en­viron­mental awareness could enhance the purchase intention towards eco-friendly cosmetic products “The Body Shop.”