The Role of Environmental Attitudes in Mediating the Relationship Between Ecolabel, Green Advertising and Green Packaging on Purchase Decisions (Study on Aqua Consumers in East Java).
Peran Environmental Attitudes Dalam Memediasi Hubungan Antara Ecolabel, Green Advertising dan Green Packaging Terhadap Keputusan Pembelian (Studi Pada Konsumen Aqua di JawaTimur).
DOI:
https://doi.org/10.21070/ups.9179Keywords:
Ecolabel, Green Advertising, Green Packaging, Environmental Attitude, Keputusan Pembelian, AquaAbstract
This study aims to determine how Ecolabel, Green Advertising, and Green Packaging, mediated by Environmental Attitude, influence purchasing decisions. The population in this study were consumers who had purchased Aqua in East Java, with a sample size of 100 people. This study used a quantitative method with primary data obtained from questionnaires distributed to respondents. Data analysis was conducted using the Smart PLS application. The results of the data analysis demonstrated that Ecolabel, Green Advertising, and Green Packaging have a significant positive influence on Aqua consumers' purchasing decisions, and Environmental Attitude acts as a mediator in the influence of Ecolabel, Green Advertising, and Green Packaging on purchasing decisions
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