Pengujian Environmental Concern, Product Innovation, dan Attitude terhadap Green Purchase Intention pada Konsumen Produk Le Minerale
DOI:
https://doi.org/10.35591/wahana.v29i1.988Keywords:
environmental concern, product innovation, attitude, green purchase intentionAbstract
This study analyzes the effects of environmental concern, product innovation, and attitude on green purchase intention among Le Minerale consumers in Yogyakarta. This study employs a quantitative approach using a survey design involving 130 respondents selected through purposive sampling. Data were collected through an online questionnaire and analyzed using multiple linear regression using SPSS version 26. The results indicate that environmental concern has a negative and significant effect on green purchase intention, whereas product innovation and attitude have positive and significant effects. These findings suggest that product innovation and attitude play a crucial role in encouraging green purchase intention, while environmental concern does not necessarily translate directly into purchasing behavior. Therefore, companies are encouraged to place greater emphasis on product innovation strategies and the development of positive consumer attitudes to enhance green purchase intention.
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