Mahendra, Ahmad Ihza (2023) Pengaruh Green Trust, Green Purchase Intention, dan Green Brand Image terhadap Consumer Guilt melalui Shopee dengan Mediasi Green Buying Behaviour. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
In an era of convenience of shopping technology at Shopee, consumers must also be aware of purchasing green products for the sake of environmental preservation, or if this is not done, consumers may feel consumer guilt. Green purchase intention towards green products by consumers will influence green buying behavior. Not only consumers, but producers can also create a green brand image through selling green products. This study aims to examine whether green trust, green purchase intention, and green brand image have a significant effect on green buying behavior mediated by consumer guilt. The population taken in this study were people who had shopped at Shopee who came from Surabaya and Gresik. In this study, researchers used a small sample of 30 respondents and a large sample of >100 using Smart-PLS. Sampling of this study used a purposive sampling method. This research method used is a questionnaire. The results of this study prove that green trust, green purchase intention, green brand image have a significant effect on green buying behavior, and green buying behavior has a significant effect on consumer guilt. Keywords: green trust, green purchase intention, green brand image, green buying behavior, consumer guilt.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | AHMAD IHZA MAHENDRA |
| Date Deposited: | 08 Jun 2023 07:21 |
| Last Modified: | 08 Jun 2023 07:21 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/11012 |
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