Pengaruh Mediasi Sikap Generasi Y Terhadap Niat Beli Rumah Ramah Lingkungan

Abstract

Consumers have internal and external factors as the basis for deciding to buy environmentally friendly homes. The empirical findings from previous studies show that environmental knowledge and attitudes affect consumer behavioral intention in making purchases of environmentally friendly products. The purpose of this study is to find out whether the generation Y environmental knowledge affects their purchasing intentions mediated with attitudes toward environmentally friendly homes. Using a quantitative approach and survey design by distributing questionnaires, the respondents for this study were 200 prospective generation Y homebuyers in Surabaya and Jakarta. The study found that environmental knowledge positively affects environmentally friendly homes buying intentions and attitudes toward the home. Furthermore, the analysis shows that attitude is a partial mediation factor of environmental knowledge. Overall, this study provides empirical evidence that attitudes toward eco-friendly homes have small effect towards the relationship between environmental knowledge and the intention of buying eco-friendly homes.

Keywords

• Pengetahuan lingkungan
• sikap
• niat beli
• rumah ramah lingkungan
• generasi Y