<![CDATA[Penelitian ini dilakukan untuk menguji dampak dari lima nilai konsumsi (yaitu ecological, functional, symbolic, experiential and epistemic) terhadap niat konsumen untuk membeli produk ramah lingkungan serta perilaku konsumsinya. Selain itu, penulis juga menggunakan teori utilitas Thaler untuk mengetahui pengaruh tidak langsung acquisition utility dan transaction utility terhadap niat dan perilaku pembelian. Penulis melakukan survei non-probability sampling dengan teknik purposive sampling kepada masyarakat umum menggunakan google form dengan jumlah responden 200 orang. Hubungan hipotetis dalam model yang diusulkan diuji dengan menggunakan model persamaan struktural (SEM).. Temuan, 6 dari 11 hipotesis yang dikonstruksikan dikonfirmasi. Kesimpulan, perusahaan green product Indonesia perlu memperhatikan functional value, experiential value dan melakukan analisis utilitas sistematis dalam menyusun strategi perusahan. Kata Kunci: Consumption Values, Green Products, Transaction Utility, Acquisition Utility, Consumption Behavior Abstract This study was carried out to examine the impact of five consumption values (ie ecological, functional, symbolic, experiential and epistemic) on consumers' intention to purchase green products and their consumption behavior. In addition, the author also uses Thaler's utility theory to determine the indirect effect of acquisition utility and transaction utility on purchase and behavior intention. The author conducted a non-probability sampling survey with purposive sampling technique to the general public using google form with 200 respondents. The hypothetical relationship in the proposed model was tested using structural equation modeling (SEM). Findings, 6 of the 11 constructed hypotheses were confirmed. Conclusion, Indonesian green product companies need to pay attention to functional value, experiential value and perform a systematic utility analysis in formulating company strategy. Keywords: Consumption Values, Green Products, Transaction Utility, Acquisition Utility, Consumption Behavior]]>
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