Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengetahui pengaruh pengaruh environmental attitude terhadap greenpurchasing behavior yang dimediasi oleh green marketing perceptions dan green purchasing willingness pada konsumen the body shop dikota banda aceh.sampel yang digunakan dalam penelitian ini adalah 200 konsumen the body shop, dengan teknik pemilihan sampel menggunakan teknik accidental sampling.data dikumpulkan melalui media kuesioner dan dianalisis menggunakan structural equation modelling (sem) amos, serta efek mediasi diuji dengan menggunakan sobel tes. hasil analisis menunjukkan bahwa pengaruh environmental attitude terhadap green purchasing behavior,pengaruh environmental attitude terhadap green marketing perceptions,pengaruh environmental attitude terhadap green purchasing willingness,pengaruh green marketing perceptions terhadap green purchasing behavior,pengaruh green marketing perceptions terhadap green purchasing willingness,pengaruh environmental attitude terhadap green purchasing behavior dimediasi oleh green marketing perceptions,dan pengaruh environmental attitude terhadap green purchasing behavior dimediasi oleh green purchasingwillingness. kata kunci: environmental attitude, green purchasing behavior green marketing perceptions, green purchasing willingness, structural equation modelling (sem)

ABSTRACT This study aims to determine the effect of environmental attitude on green purchasing behavior mediated by green marketing perceptions and green purchasing willingness on consumers of The Body Shop in Banda Aceh. The sample used in this study were 200 consumers of the Body shop, with the sample selection technique using the accidental sampling technique. Data were collected through a questionnaire and analyzed using the AMOS Structural Equation Modeling (SEM), and the mediating effect was tested using the Sobel test. The results of the analysis show that the influence of Environmental Attitude on Green Purchasing Behavior, influence of Environmental Attitude on Green Marketing perceptions, influence of Environmental attitudes on Green Purchasing Willingness, influence of Green Marketing Perceptions on Green Purchasing Behavior, influence of Green Marketing Perceptions on Green Purchasing Willingness, influence of Environmental Attitude on Green Purchasing Behavior is mediated by Green Marketing Perceptions, and the influence of Environmental Attitude on Green Purchasing Behavior is mediated by Green Purchasing Willingness. Keywords: Environmental Attitude, Green Purchasing Behavior, Green Marketing Perceptions, Green Purchasing Willingness, Structural Equation Modeling (SEM)