The role of environmental concern in influencing consumers' intention to buy sustainable products during the Covid-19 pandemic

Abstract

This study aims to determine and analyze the influence of Environmental Concern, Environmental Knowledge, and Perceived Value on Purchase Intention. This is a survey research with the data collection tool used as a questionnaire. The population of this study is the potential consumers of green products in social commerce Instagram. The data sources in this study are primary data from 110 respondents using purposive sampling. The criteria for respondents in this research are potential consumers who are active on social commerce Instagram, potential consumers who intend to buy green products on social commerce Instagram, and potential consumers who know about green products. This research is done with a multiple linear regression method. The study results conclude that: i) Environmental awareness, environmental knowledge, and perceived value have a significant effect on purchase intention, ii) Environmental awareness has a positive and significant influence on purchase intention, and iii) Environmental knowledge has a positive and significant influence. On purchase intention, iv) Perceived value positively and significantly affects purchase intention.