Indonesian Journal of Business Analytics (IJBA)
Vol. 5 No. 4 (2025): August 2025

Model of Individual Purchase Intention Determinants for Environmentally Friendly Products

Sherly Novia (Unknown)
Mirza (Unknown)

Article Info

Publish Date
28 Aug 2025

Abstract

This study examines individuals’ purchase intentions toward environmentally friendly products, with the research object being Royco products from Unilever. The population used in this study consists of residents of DKI Jakarta who use Royco products from Unilever. The sample was collected using probability sampling with the simple random sampling method. The research framework is based on the Theory of Planned Behavior (TPB), which involves the variables of attitude, subjective norm, and perceived behavioral control. The study also includes additional variables, namely environmental knowledge, environmental awareness, and willingness to pay, to explore the main factors influencing consumers’ purchase intentions. Data analysis was conducted using the Structural Equation Modeling (SEM) method.

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Journal Info
Indonesian Journal of Business Analytics (IJBA)
Website

Abbrev

ijba

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Indonesian Journal of Business Analytics (IJBA) is a peer-reviewed journal providing a space for both practitioners and academics for disseminating research results that work in Business Analytics and related fields. IJBA provides an outlet for the increasing flow of interdisciplinary research ...