PENGARUH PENGETAHUAN, KEPEDULIAN DAN SIKAP PADA LINGKUNGAN TERHADAP MINAT PEMBELIAN PRODUK HIJAU

Abstract

The main issues of this study is how cognitive and affective factors influence
green products purchase. The objectives of this study are: (1) examine the influence of
environmental knowledge on green purchase intention based on gender differences as a
moderating variable, (2) examine the influence of environmental concerns on on green
purchase intention based on gender differences as a moderating variable, (3) examine
the influence of attitude on green purchase intention based on gender differences as a
moderating variable, (4) examine the influence of gender on green purchase intentions.
Results of this study are (1) environmental knowledge does not significantly influence
green purchasing intention when moderated by gender with pvalue (0.560)> 0.05, (2)
environmental concern does not significantly influence green purchase intentions when
moderated by gender with pvalue (0.475)> 0.05, (3) green purchase attitude are not
significantly influence green purchase intentions when moderated by gender with pvalue
(0.781)> 0.05, (4) gender diferences are not influence green purchase behavior with
pvalue (0.628)> 0.05. These results contrast with previous findings Tikka (2000) who
explains that men are more likely to have more envormental knowledge compared with
woman. The findings also do not support research cby Mohai (1992) and Stern (1992)
who found that women are more concerned about the environment than men and
Mustafa (2007) which states that women express greater environmental concern than
men . But research is supported by the findings of Chen and Chai (2010) that there is no
difference between the attitude of male students and female students on the environment
and green products.