Research Article
Factors that Influence Young Consumer Purchasing Behaviour to Purchase Green Products through Social Media
@INPROCEEDINGS{10.4108/eai.3-8-2021.2315166, author={Rayi Retno Dwi Asih and Ovy Noviati Nuraini Magetsari}, title={Factors that Influence Young Consumer Purchasing Behaviour to Purchase Green Products through Social Media}, proceedings={Proceedings of the First Lekantara Annual Conference on Public Administration, Literature, Social Sciences, Humanities, and Education, LePALISSHE 2021, August 3, 2021, Malang, Indonesia}, publisher={EAI}, proceedings_a={LEPALISSHE}, year={2022}, month={1}, keywords={social media marketing; younger consumer; intention to purchase; green product}, doi={10.4108/eai.3-8-2021.2315166} }- Rayi Retno Dwi Asih
Ovy Noviati Nuraini Magetsari
Year: 2022
Factors that Influence Young Consumer Purchasing Behaviour to Purchase Green Products through Social Media
LEPALISSHE
EAI
DOI: 10.4108/eai.3-8-2021.2315166
Abstract
Environmentally friendly products nowadays become very important issue. It is interesting to examine how the younger generation’s understandingof the factors that influence them to buy green products. Unfortunately, not all young generations intend to buy it. This research focuses on the attitude of the younger generation towards green products with the follows Attitude of young consumers, Product knowledge, Subjective norms, Perceived Behavioural Control, intention to buy, Ecolabeling, social media marketing. Researchers distributed questionnaires in a certain period of time, obtained 207 respondents, processed using the analysis tool of SEM-AMOS. The result shows that Attitude of young consumers have a positive and significant effect on the intention to buy environmentally friendly products, Product knowledge has a positive and significant effect on the attitude of young consumers, social media marketing has a positive and significant effect on subjective norms, others do not affect the intention to buy environmentally friendly products.