Pengaruh Green Product, Green Perceived Value dan Environment Knowledge terhadap Green Purchase Intention Pada Air Minum Dalam Kemasan Cleo Eco Green Dalam Perspektif Ekonomi Islam

Sari, Kirana and A, Zuliansyah and Yulistia, Devi Pengaruh Green Product, Green Perceived Value dan Environment Knowledge terhadap Green Purchase Intention Pada Air Minum Dalam Kemasan Cleo Eco Green Dalam Perspektif Ekonomi Islam. INDONESIAN JOURNAL OF ISLAMIC ECONOMICS AND FINANCE.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui Pengaruh Green Product, Green Perceived Value, dan Environment Knowledge Terhadap Green Purchase Intention pada produk Air Minum Dalam Kemasan Cleo Eco Green dalam perspektif ekonomi Islam. Penelitian ini menggunakan pendekatan kuantitatif yang melibatkan 100 responden di Kota Bandar Lampung. Analisis data menggunakan metode Partial Least Square Structural Equation Modeling (PLS-SEM) dengan Software SmartPLS 4. Hasil analisis menunjukkan bahwa Green Product tidak berpengaruh signifikan terhadap Green Purchase Intention, dengan p-value 0,600. Green Perceived Value juga tidak berpengaruh signifikan, dengan p-value 0,070. Namun, Environment Knowledge terbukti berpengaruh positif dan signifikan terhadap Green Purchase Intention, dengan p-value 0,033. Temuan ini mengindikasikan bahwa meskipun kesadaran konsumen terhadap produk ramah lingkungan masih rendah, pengetahuan lingkungan yang baik dapat meningkatkan niat beli produk hijau. Kata Kunci: Green Product, Green Perceived Value, Environment Knowledge, Green Purchase Intention. ABSTRACT 2 This study aims to determine the influence of Green Product, Green Perceived Value, and Environment Knowledge on Green Purchase Intention for Cleo Eco Green bottled water products from an Islamic economic perspective. This study uses a quantitative approach involving 100 respondents in Bandar Lampung City. Data analysis was conducted using the Partial Least Square Structural Equation Modeling (PLS-SEM) method with SmartPLS 4 software. The analysis results indicate that Green Product does not significantly influence Green Purchase Intention, with a p-value of 0.600. Green Perceived Value also does not significantly influence Green Purchase Intention, with a p-value of 0.070. However, Environmental Knowledge was found to have a positive and significant effect on Green Purchase Intention, with a p-value of 0.033. This finding indicates that although consumer awareness of environmentally friendly products is still low, good environmental knowledge can increase the intention to purchase green products. Keywords: Green Product, Green Perceived Value, Environment Knowledge, Green Purchase Intention.

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