THE EFFECT OF ENVIRONMENTAL KNOWLEDGE, GREEN ADVERTISING AND ENVIRONMENTAL ATTITUDE TOWARD GREEN PURCHASE INTENTION

Abstract

This study aims to determine the effect of environmental knowledge and green advertising on environmental attitudes and green purchase intention, and the effect of environmental attitude toward green purchase intention of Starbucks consumer in Mataram City. The research method used is quantitative with causal associative approach. Data collection using questionnaires distributed to 170 Starbucks consumers in Lombok Epicentrum Mall with convenience sampling technique. Analysis method used Path analysis. The research findings show that environmental knowledge and green advertising have a positive and significant effect on environmental attitude and green purchase intention; and environmental attitude have a positive and significant effect on green purchase intention. Increased public awareness of environmental knowledge and positive attitudes increases the chance of Starbucks to create environmentally-based products.

Keywords

• Environmental knowledge
• green advertising
• environmental attitude
• purchase intention