Pengaruh Green Advertising on Social Media dan Environmental Awareness terhadap Green Purchase Intention pada Produk Sustainable Avoskin
DOI:
https://doi.org/10.35870/emt.v10i1.5379Keywords:
Green Advertising, Environmental Awareness, Green Purchase IntentionAbstract
The objective of this research is to assess the impact of green advertising and environmental awareness on the intention to purchase Avoskin sustainable goods. The research involved 120 respondents from Bandung City who were familiar with Avoskin goods, had encountered Avoskin advertisements several times, however had never purchased Avoskin products. This study employs a quantitative methodology utilizing cross-sectional or snapshot data collection methodologies. The research instrument has been processed through validity and reliability testing, and the study has completed the classical assumption tests. Moreover, the study hypothesis was tested by multiple regression analysis. The findings show that green advertising and environmental awareness have a partial and simultaneous positive and significant impact on the desire to green purchase Avoskin sustainable goods. In light of these findings, it is prudent to integrate additional variables or introduce moderation to augment the comprehensiveness of the green purchasing intention study.
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