Pengaruh Environmental Knowledge terhadap Attitude dan Purchase Intention

Oleh :
Azzidni Sabrina Pangesti - F0215025 - Fak. Ekonomi dan Bisnis

Indonesia is a country that has a large impact on environmental, as the problem of waste, especially plastic waste. One of the efforts that can be done to reduce the production of plastic waste in Indonesia is switching conventional products to environmentally friendly products, such as using stainless steel straws to replace single-use plastic straws. This study aims to examine the effect of environmental knowledge on attitude and purchase intention of stainless steel straw and the moderating effect of environmental concern. This study specifically limits the respondents with college students in Sebelas Maret University. The data in this study were collected through two types od questionnaires which were distributed directly to the respondents. The sample used in this study amounted to 60 respondents which divided into two groups using non-probability sampling and quota sampling techniques. Face validity is carried out on the respondents before the questionnaire is distributed to ensure that the respondents understand the statement items well. After that, data instrument testing was carried out including validity and reliability tests, and then model testing and hypothesis testing were carried out using SmartPLS3 and SPSS test tools. The result of this study indicate that environmental knowledge specifically affects consumer attitudes towards stainless steel straw products, but does not affect purchase intention. In the moderation test, environmental concern also does not strengthen the effect of environmental knowledge on attitude and purchase intention.