GREEN KNOWLEDGE, GREEN ATTITUDE, DAN ENVIRONMENTAL CONCERN BERPENGARUH TERHADAP NIAT BELI

Abstract

The large amount of plastic waste is an environmental problem that is happening right now. This increases the purchase intention of environmentally friendly products. Factors  influencing purchase intention is green knowledge, green attitude and environmental concern. Purpose of study is to determine effect of green knowledge, green attitude, and environmental concern on purchase intentions made from stainless steel straws. This research was conducted in Denpasar using  questionnaire with 150 respondents through purposive sampling technique. Data analysis techniques using multiple linear regression. Results showed that green knowledge has positive and significant effect on purchase intentions, Green attitude has positive and significant effect on purchase intentions, Environmental concern has positive and significant effect on purchase intentions. Positive thought about stainless steel straws owned by environment in terms of green attitude, and environmental concern in terms of caring for situation in nature are the reasons for intention to buy a stainless steel straw. Keywords: environmental concern, green attitude, green knowledge, purchase intentions