Anteseden Perilaku Green Buying Kaum Muda

Tanti Handriana, Dr. S.E., M.Si. (2014) Anteseden Perilaku Green Buying Kaum Muda. Seminar Nasional Forum Manajemen Indonesia (FMI) ke-6. p. 275. ISSN 2407-0548

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The threats to the environment on earth glide so swift, like the reduction in natural resources, the depletion of the ozone layer, and the narrowing of agricultural land As one of the solutions is that consumers began to switch to environmentally friendly behavior. One type of behavior is called environmental environmentally conscious or green consumerism buying. The purpose of this research to examines the effect of peer network, enviromnemal knowledge, tlflitudes toward the environment, altruism, and skepticism variables on the intention lo buy green products (green buying) in the younger generation, especially students. This sludy uses a quantitative approach. The data, collected from the respondents and which deserves to be further processed as many as 105. were processed using multiple linear regression techniques. with SPSS software. Of the five hypotheses proposed, four hyporheses were supported. ie H1. H2. H3 and H5, meaning that the peer network/social influence. environmemat knowledge, attitudes variables had a positive effect on the intention to buy green products, while skepticism variable had negative effect on youth intention to buy green products. As for the H4, is not supported, the altruism variable has no effect on youth intentions to purchase green products. Finally, the contribution that can be given of the results of this research is the development of the science of marketing, especially on the concept of green buying, as well as useful for marketers and entrepreneurs who offer products that are environmentally friendly, and make young people as their target market.

Item Type: Article
Uncontrolled Keywords: green buying, peer network, altruism. skepticism, entrepreneurers
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD58.7-58.95 Organizational behavior, change and effectiveness. Corporate culture
H Social Sciences > HM Sociology > HM(1)-1281 Sociology > HM1001-1281 Social psychology > HM1106-1171 Interpersonal relations. Social behavior
Divisions: 04. Fakultas Ekonomi dan Bisnis > Manajemen
Tanti Handriana, Dr. S.E., M.Si.UNSPECIFIED
Depositing User: Tn Sugeng Riyanto
Date Deposited: 30 Jul 2017 16:12
Last Modified: 30 Jul 2017 16:12
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