Putri, Emeritha Angandari Sunanto (2019) THE INFLUENCE OF GREEN MARKETING AWARENESS, PERCEIVED INNOVATION, PERCEIVED QUALITY, PERCEIVED PRICE, AND PERCEIVED RISK TOWARD PERCEIVED VALUE AND PURCHASE INTENTION (THE STUDY OF CASSAVA BIOPLASTICS). S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.
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Abstract
The main purpose of this research is to analyze the relation between green marketing awareness with the consumer’s purchase intention toward green products, Cassava bioplastics as the object of this research in Bali. Implementing the green lifestyle by purchase and use green products seen to be an action the people can do in order to contribute save the environment This research uses online questionnaire to collect the data, which is distributed to 164 respondents. This research is using SEM-PLS as the analysis tools for hypothesis testing and SPSS as the analyzing tool for independent sample t-test. The results show that Green marketing awareness and perceived risk positively influence the consumer’s perceived value and purchase intention on Cassava bioplastics. Perceived innovation has an influence on consumer’s perceived value and has no influence on consumer’s purchase intention. The perceived quality and perceived price have no influence on consumer’s perceived value and purchase intention. The result of this research can help the organizations which focus to produce Cassava bioplastics especially in Bali for their managerial decision related to strategy support of a cassava bioplastics or other green products.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Green Marketing Awareness, Perceived Innovation, Perceived Quality, Perceived Price, Perceived Risk, Perceived Value and Purchase Intention. |
| Subjects: | Business Management > International Marketing |
| Divisions: | Fakultas Ekonomi > Manajemen Internasional |
| Depositing User: | Editor UAJY |
| Date Deposited: | 16 Nov 2021 09:13 |
| Last Modified: | 16 Nov 2021 09:13 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/25318 |
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