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Economic and Business Horizon
Published by Publindo Akademika
ISSN : -     EISSN : 29632765     DOI : 10.54518/ebh
Core Subject : Economy,
Economics, Econometrics & Finance
Economic and Business Horizon (EBH) is an open access journal that publishes multidisciplinary economic and business research in an inclusive scope and format. It allows academics, scholars, and researchers with different backgrounds to share useful research results in the fields of management, marketing, finance, accounting, banking, information systems, corporate governance, business ethics etc. In addition, they can submit their work in the form of empirical research, theoretical and conceptual ideas, reviews, letters, and applied studies. The journal applies an efficient and objective peer review by considering each submission based on scientific merit and research integrity. This journal aims to make a significant contribution to research and knowledge worldwide through original and high-quality publications.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 92 Documents
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The Effect of Green Product Attributes, Green Trust, and Environmental Awareness on Purchase Intention to Buy Greenwash Detergent Simangunsong, Ferdinan Sandro; Nuvriasari, Audita
Economic and Business Horizon Vol. 5 No. 1 (2026): January
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.1.2026.1052

Abstract

Environmental concerns arising from the use of household products, especially conventional detergents that are not easily biodegradable, have driven the emergence of eco-friendly detergents as a more sustainable option. In response, this study seeks to examine how green product attributes, green trust, and environmental awareness influence green purchase intention toward Greenwash detergent. The research adopted a quantitative design using a survey approach. The study involved 100 respondents who were already familiar with information about the Greenwash detergent product. Participants were selected through purposive sampling based on criteria relevant to the research objectives. Primary data were gathered using questionnaires measured on a Likert scale and processed through multiple linear regression analysis, following tests of validity, reliability, and classical assumptions. The findings reveal that green product attributes, green trust, and environmental awareness each have a positive and significant partial effect on green purchase intention. Environmentally friendly product characteristics, stronger consumer confidence in the company’s environmental claims, and higher awareness of environmental protection are key factors that encourage the intention to purchase eco-friendly detergent products.
The Effect of Green Product Quality, Price Perception, and Emotional Branding on Green Customer Loyalty in Avoskin Skincare Products Napitupulu, Yohana Pedra; Nuvriasari, Audita
Economic and Business Horizon Vol. 5 No. 1 (2026): January
Publisher : LifeSciFi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54518/ebh.5.1.2026.1016

Abstract

Changes in consumer lifestyles that increasingly prioritize environmentally friendly skincare products have contributed to the rapid growth of green skincare in the cosmetic industry. Consumers are becoming more aware of health and environmental sustainability, leading them to prefer skincare products made from natural ingredients that are safe for long-term use. This study aims to analyze the influence of green product quality, price perception, and emotional branding on green customer loyalty toward Avoskin skincare products using a quantitative research approach. The sampling technique employed purposive sampling with a total of 100 respondents who had purchased Avoskin skincare products. Primary data were collected through questionnaires and analyzed using multiple linear regression, while partial hypothesis testing was conducted using the t-test. The results indicate that green product quality, price perception, and emotional branding have a positive and significant effect on green customer loyalty toward Avoskin skincare products. These findings suggest that improving environmentally friendly product quality, maintaining appropriate pricing strategies, and strengthening emotional connections with consumers are important factors in enhancing long-term green customer loyalty.

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