The Effect of Environmental Awareness and Green Perceived Quality on Green Purchase Decision Through Green Trust as a Mediating Variable in Tupperware Products
DOI:
https://doi.org/10.66755/belacoss.v2i1.160Keywords:
Environmental Awareness, Green Perceived Quality, Green Purchase Decision, Green TrustAbstract
This study aims to analyze the effect of Environmental Awareness and Green Perceived Quality on Green Purchase Decision through Green Trust as a Mediating Variable in Tupperware Products. The population in this study are people who buy Tupperware products and live in JABODETABEK. The sample used in this study was 161 respondents using the Hair et al. formula. The sample collection technique in this study used non-probability sampling with the method used, namely purposive sampling. And using a quantitative approach method. The data collection technique in this study used the distribution of questionnaires in the form of google forms with primary data sources. The data analysis method used is Partial Least Square (PLS). The results of this study indicate that Green Trust does not significantly mediate the relationship between Environmental Awareness and Green Purchase Decision. Conversely, it was found that Green Trust partially mediates the relationship between Green Perceived Quality and Green Purchase Decision.
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