Rizka Aulia (2018) Pengaruh Consumers’ Degree Of Greenness Dan Price Promotion Framing Pada Produk Ramah Lingkungan Terhadap Perceived Quality Dan Purchase Intention Dengan Mediasi Green Trust. Skripsi thesis, UNIVERSITAS AIRLANGGA,.

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Abstract

This study aims to examine the influence of consumers' degree of greenness and price promotion framing on green perceived quality and green purchase intention also mediating by green trust. Researchers decided to focus on environmental and friendly products because these days people are more aware about the importance of protecting the environment, one of the way to protect environment is by using environmental and friendly products. The object of this study is an environmental and friendly product that is commonly used daily by the community, perfume. This study used an experimental approach that compares the gain of price promotion framing with loss price promotion framing and the influence of consumers' degree of greenness on green perceived quality and green purchase intention also mediating by green trust. The sample in this study is Y generation society. The analysis technique used in this study is MANOVA analysis and SEM using AMOS. The results of this study indicate that the level of consumer concern about environment and price promotion affect perceived quality and purchase intention, trust also positively mediates between perceived quality and purchase intention.

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