The Effect of Environmental Awareness, Green Product Knowledge and Product Quality on Trust and The Impact on Purchasing Decisions (Study on Tupperware Product Consumers in Pontianak)

Abstract

The purpose of this study was to determine whether environmental awareness, green product knowledge and product quality affect trust and have an impact on purchasing decisions. This study uses a survey research method that describes the conditions as they are based on data obtained when conducting research on Tupperware green product consumers in Pontianak City, and associative research in the form of causal research which intends to describe and test hypotheses between variable relationships in this study. In this study, a sample of 130 respondents was taken who made purchasing decisions for Tupperware products. The data analysis technique used multiple regression analysis (path analysis). The results showed that Environmental Awareness (X1), Green Product Knowledge (X2) and Product Quality (X3) had a significant positive effect on Trust (Y). while Environmental Awareness (X1) and Green Product Knowledge (X2) have no significant positive effect on Purchasing Decisions (Z). only Product Quality (X3) has a significant positive effect on Purchasing Decisions (Z).