Factors Affecting Purchase Intention of Environmentally Friendly Detergent in Indonesia

Abstract

This study aims to understand the factors that influence the purchase intention of environmentally friendly detergents in Indonesia. The object used in this study is environmentally friendly detergents in Indonesia. Data processing was carried out using Structural Equation Modeling (SEM) with AMOS 24.0 software. A total of 189 primary data were obtained from respondents as well as consumers of environmentally friendly detergents in Indonesia. The results of this study indicate a positive and significant influence of previous purchase experience on environmental consciousness and green attitude, environmental consciousness and green attitude on purchase intention. Meanwhile, there is an insignificant relationship between previous purchase experience and purchase intention