Pengaruh Green Marketing ‘Greener Nusantara’ Terhadap Niat Beli Konsumen Starbucks Yang Dimediasi Dengan Green Consumerism
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Aviolitta, Lidya
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2024-01-19 07:12:15
Abstract :
Plastic waste not only pollutes the environment, but can also trigger climate change, is hazardous to human health and takes a long time to decompose. This condition triggers Indonesia to enter into a waste emergency (National Geographic Indonesia, 2016). Unhealthy natural conditions urge the government, companies and communities to take part in protecting the environment. The community encourages companies to become green companies and carry out green activities in their activities as business people, producers and marketers. This study aims to examine the effect of green marketing on consumer purchase intentions mediated by green consumerism at Starbucks in Surabaya. The sample of this research is Starbucks consumers in Surabaya. Data were obtained from 130 respondents to test the validity, reliability and influence between variables using the Partial Least Square Structural Equation Modeling (PLS-SEM) technique using the WarpPLS 7.0 program. The results of this analysis test show that, Green Marketing has a significant effect on Green Consumerism and Consumer Purchase Intentions of Starbucks in Surabaya, Green Consumerism has a significant effect on Consumer Purchase Intentions of Starbucks in Surabaya, finally Green Marketing has a significant effect on Consumer Purchase Intentions Mediated by Green Consumerism Starbucks in Surabaya .
Plastic waste not only pollutes the environment, but can also trigger climate change, is hazardous to human health and takes a long time to decompose. This condition triggers Indonesia to enter into a waste emergency (National Geographic Indonesia, 2016). Unhealthy natural conditions urge the government, companies and communities to take part in protecting the environment. The community encourages companies to become green companies and carry out green activities in their activities as business people, producers and marketers. This study aims to examine the effect of green marketing on consumer purchase intentions mediated by green consumerism at Starbucks in Surabaya. The sample of this research is Starbucks consumers in Surabaya. Data were obtained from 130 respondents to test the validity, reliability and influence between variables using the Partial Least Square Structural Equation Modeling (PLS-SEM) technique using the WarpPLS 7.0 program. The results of this analysis test show that, Green Marketing has a significant effect on Green Consumerism and Consumer Purchase Intentions of Starbucks in Surabaya, Green Consumerism has a significant effect on Consumer Purchase Intentions of Starbucks in Surabaya, finally Green Marketing has a significant effect on Consumer Purchase Intentions Mediated by Green Consumerism Starbucks in Surabaya .
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