The Influence of Green Products, Green Prices, and Environmental Awareness on Purchasing Decisions of Npure Products
Keywords:
Green Products, Green Prices, Environmental Awareness, Purchasing Decisions, Npure ProductsAbstract
This research aims to examine the impact of green product, green price, and environmental awareness on purchasing decisions for Npure products. The background of this research is the rapid growth of skincare in Indonesia and the environmental issues caused by the use of plastic packaging for skincare products. The population in this study is Npure product users throughout Tangerang. The sample used was 185 respondents with sample selection criteria involving respondents who have purchased Npure products at least once, as well as young adult consumers aged 18–25 years who live in Tangerang City, Banten. This study uses a quantitative approach through a non-probability sampling approach, specifically purposive sampling. Data were collected using a questionnaire via Google Form. Data analysis in this study was carried out using SmartPLS 3.0 software for Structural Equation Modeling (SEM). The findings of this analysis indicate that the variables green product, green price, and environmental awareness have a constructive and meaningful impact on purchasing decisions for Npure products.
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