The Influence of Green Campaign Towards Consumer Purchase Intention

Abstract

Green Campaigns are used to expose any environmental issues to the societies and at the same time to give knowledge about the awareness of green behavior on the environment and will later lead to the intention of purchasing green products. However, as a report stated, 86% percent of the adult population in Indonesia who live in big cities like Jakarta are still not familiar with the need for a company to conduct business activities in an environmentally friendly manner. Furthermore, a previous study stated that consumers still do not realize that the coffee they enjoy from "X" is a green product. It also can be concluded that environmental-based consumer behavior has not been well formed, other than that, consumers still have less knowledge of public awareness about Go Green's business. Thus, the purpose of this research is to find the influence of green campaigns towards consumer purchase intention. This research uses surveys by distributing a total of 253 questionnaires from consumers who previously ever visited "X" coffee shop in the Jakarta area in order to gain the data. Then, the data proceed through the SPSS system to test the validity, reliability, classical assumption, and single regression analysis. Based on the research findings, it reveals that from three indicators, attitude has the most significant impact. Furthermore, the result of this study indicated that green campaign has an impact of 34.2% towards consumer purchase intention.