FAKTOR-FAKTOR YANG MEMPENGARUHI NIAT KONSUMEN UNTUK MEMBELI PRODUK HIJAU (Studi pada Wanita di Kota Solo)

Abstract

Green marketing would be one of interesting topics if we look it from nature also marketing aspect. In addition to participating back to nature, a marketer can applying his marketing srategics of green product too. This study aims to examine the influence ofecoliteracy, interpersonal influences, and value orientation to attitudes and intention to purchase towards environmentally friendly products of people in Solo City. Moreover, this study examine the influence of perceived product necessity that moderating consumer’s attitudes to purchase intention toward green products. It uses a primary data by distributing questionnaires that filled by 200 women respondents. It distributes by using convenience sampling method.Analysis is done by Structural Equation Modeling after testing the validity, reliability, assumption, and goodness of fit. It also uses a Moderated Regression Analysis to examine effects of moderation. The results show that ecoliteracyhas a positive influenceandinterpersonal influencehas a negative influence, except value orientationthat isn’t affects to attitudes toward green products. Furthermore, consumer’s attitudes positively affects purchase intention towards green products. It also show that perceived product necessity can’t moderate the influence of attitude to purchase intention toward environmentally friendly products.