The Role of Environmental Knowledge in The Relationship Between Green Product, Green Price, Green Promotion to Green Purchase Intention in Nggela Adat Settlement, Ende District


Authors : Syarif Hidayatullah; Nanny Roedjinandari; Maria Alfionita Paru

Volume/Issue : Volume 8 - 2023, Issue 10 - October

Google Scholar : https://tinyurl.com/9k7c3r4n

Scribd : https://tinyurl.com/4fhd6y28

DOI : https://doi.org/10.5281/zenodo.10046918

Abstract : This study aims to describe green product, green price, green promotion, environmental knowledge and green purchase intention. Analyze the role of green purchases, green prices, green-promotions on green purchase intentions through environmental knowledge towards tourists in the Nggela traditional shooting. The population and sample in this study used the hair method for visitors to Nggela customary services, namely 130 tourists. Analysis technique using path analysis. The results show that green product has a significant effect on green purchase intention through environmental knowledge. While green prices have no influence on green purchase intention through environmental knowledge. For green promotion has a significant effect on green purchase intention through environmental knowledge.

Keywords : Green Product; Green Price; Green Promotion; Environmental Knowledg; Green Purchase Intention.

This study aims to describe green product, green price, green promotion, environmental knowledge and green purchase intention. Analyze the role of green purchases, green prices, green-promotions on green purchase intentions through environmental knowledge towards tourists in the Nggela traditional shooting. The population and sample in this study used the hair method for visitors to Nggela customary services, namely 130 tourists. Analysis technique using path analysis. The results show that green product has a significant effect on green purchase intention through environmental knowledge. While green prices have no influence on green purchase intention through environmental knowledge. For green promotion has a significant effect on green purchase intention through environmental knowledge.

Keywords : Green Product; Green Price; Green Promotion; Environmental Knowledg; Green Purchase Intention.

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