Relationship between knowledge of green product, social impact and perceived value with green purchase behavior

Abstract

Concern for the environment causes an increase in consumer demand for environmentally friendly products. The purpose of this study was to look at the relationship between knowledge about green products, social impact and perception value with green buying behavior. This research is a quantitative and observational type research with cross sectional approach conducted on junior high school students in Jakarta. The results show that there is a relationship between knowledge about the product and green buying behavior, namely p (0.02) <0.05 while the knowledge of purchasing and using does not have a relationship with the green buying behavior. The indicator of family influence also shows a relationship with green buying behavior, namely p (0.04) <0.05 while the influence of friends and social status does not have a relationship with green buying behavior. And the indicator of functional value and self-experimentation have a relationship with green buying behavior while emotional values are not seen to have a relationship with green buying behavior. Therefore, from this research can be done approaches to indicators that have a relationship to invite someone in green buying behavior.