INFLUENCE OF ENVIRONMENTAL CONCERN, ECOLOGICAL KNOWLEDGE ON PURCHASE INTENTION NGELILIN PRODUCTS, WITH GENDER AS A MODERATING
Abstract
ABSTRACT
The production of goods and services, driven by human activity, has resulted in significant environmental degradation and pollution. If consumers demonstrate a lack of environmental concern, it will increase environmental exploitation and pollution. Consumers aware of environmental issues will also be concerned for the environment and have a positive attitude towards environmental conservation. Consequently, it will be more straightforward for them to demonstrate interest in purchasing environmentally friendly products. This study aims to ascertain the influence of environmental anxiety and environmental knowledge on the intention to purchase Ngelilin products. The study population comprised men and women aged between 15 and 50 who resided in Surabaya City and demonstrated environmental concern. A total of 153 respondents were selected as the sample for this study, with the purposive sampling technique employed. Questionnaires were distributed via the online platform Google Forms to obtain the requisite data. A quantitative methodology was employed in this study, with data analysis conducted using multiple linear regression via the IBM SPSS 16.0 statistical program. Validity and reliability tests were employed to assess the quality of the sample data, and subsequently, classical assumption tests were conducted, including multicollinearity and autocorrelation tests. The findings of this study indicate that environmental concerns (X1) and environmental knowledge (X2) exert a positive and significant influence on the intention to purchase candle products (Y). Gender does not act as a moderating factor (i.e., it does not weaken or strengthen) the relationship between the variables of environmental concerns and environmental knowledge and purchase intention.
ABSTRAK
Kegiatan manusia yang berlebihan dalam membuat barang yang dibutuhkan untuk mendapatkan nilai membuat lingkungan semakin rusak dan tercemar. Jika konsumen tidak peduli dengan lingkungan, maka akan menyebabkan eksploitasi lingkungan dan pencemaran lingkungan dapat meningkat. Konsumen yang sadar akan masalah lingkungan tentu memiliki kepedulian terhadap lingkungan dan sikap yang baik terhadap pelestarian lingkungan. Akibatnya, akan lebih mudah bagi mereka untuk tertarik untuk membeli Green Product. Tujuan penelitian ini adalah untuk mengetahui bagaimana kecemasan lingkungan dan pengetahuan lingkungan memengaruhi keinginan untuk membeli produk Ngelilin. Dalam penelitian ini, populasi yang digunakan adalah pria dan wanita berusia antara 15 dan 50 tahun yang tinggal di Kota Surabaya dan memiliki kepedulian terhadap lingkungan. Untuk penelitian ini, 153 responden diambil sebagai sampel, dan teknik pengambilan sampel adalah purposive. Untuk mengumpulkan data sampel, kuesioner didistribusikan melalui Google Forms secara online. Metode kuantitatif digunakan dalam penelitian ini, yang kemudian dianalisis menggunakan regresi linier berganda menggunakan program statistik IBM SPSS 16.0. Uji validitas, dan reliabilitas digunakan untuk menguji kualitas data sampel, dan kemudian dilakukan uji asumsi klasik, termasuk uji multikolinearitas, dan autokorelasi. Hasil penelitian ini menunjukkan bahwa keprihatinan lingkungan (X1) dan pengetahuan lingkungan (X2) memiliki dampak yang positif dan signifikan terhadap keinginan untuk membeli produk lilin (Y), serta gender tidak memoderasi (memperlemah atau memperkuat)hubungan yang tercipta dari variable keprihatinan lingkungan dan pengetahuan lingkungan terhadap niat beli.
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DOI: https://doi.org/10.33508/jumma.v13i2.6199