Electronic Theses and Dissertation

Penelitian ini bertujuan untuk menguji pengaruh green advertising, eco-label, environmental attitude, dan environmental awareness terhadap green purchasing behavior pada konsumen the body shop di kota banda aceh. data dikumpulkan menggunakan kuesioner dengan sampel 115 responden yang merupakan konsumen yang telah membeli produk the body shop. teknik pengambilan sampel menggunakan metode purposive sampling. analisis data dilakukan dengan menggunakan regresi linier berganda. hasil penelitian menunjukkan bahwa green advertising, eco-label, environmental attitude, dan environmental awareness secara parsial memiliki pengaruh signifikan terhadap green purchasing behavior konsumen the body shop di kota banda aceh. secara simultan, keempat variabel ini juga berpengaruh terhadap green purchasing behavior. temuan ini diharapkan dapat memberikan kontribusi yang bermanfaat bagi perusahaan dan konsumen, serta memberikan wawasan mengenai faktor-faktor yang mempengaruhi keputusan pembelian ramah lingkungan. kata kunci: green advertising, eco-label, environmental attitude, environmental awareness dan green purchasing behavior.

This study aims to examine the influence between green advertising, eco-label, environmental attitude, and environmental awareness on green purchasing behavior among The Body Shop consumers in Banda Aceh. Data was collected using a questionnaire with a sample of 115 respondents who have purchased The Body Shop products. The sampling technique used was purposive sampling. Data analysis was performed using multiple linear regression. The results indicate that green advertising, eco-label, environmental attitude, and environmental awareness have a significant partial effect on the green purchasing behavior of The Body Shop consumers in Banda Aceh. Simultaneously, these four variables also influence green purchasing behavior. The findings are expected to provide valuable insights for both companies and consumers, as well as contribute to a better understanding of the factors influencing green purchasing behavior. Key Word: Green Advertising, Eco-label, Environmental Attitude, Environmental Awareness and Green Purchasing Behavior.