CONSUMER PERSONALITY AND GREEN BUYING INTENTION: THE MEDIATE ROLE OF CONSUMER ETHICAL BELIEF

Tedy, Tedy (2018) CONSUMER PERSONALITY AND GREEN BUYING INTENTION: THE MEDIATE ROLE OF CONSUMER ETHICAL BELIEF. S1 thesis, UAJY.

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Abstract

On the modern era the demand of green products is increaser around the society. Now consumer more prefers to buy green products rather than conventional products. This is happened because consumer believes that buying green products or do green consumerism can give contribution to save the environment from damage that caused by conventional product like global warming, fold, and etc. Therefore these studies conducted with the aim of examine the factors that influence consumer to do green buying intention. With the proposed hypothesis that individualism, consumer ethical beliefs, loyalty proneness, and attitude toward business influence green buying intention. This study using online quaternaries that distributed to student and alumni of Atma Jaya Yogyakarta University, total 381 questionnaires was collected as the source of the data in this research. The finding of this study show that manager or business must increase consumer loyalty and attitude toward business to make customer still buy green products on them although there are some obstacle that the consumer must be face when buying green product. Also, people with individualism didn’t always correlated with not buying green product, now many of them are more care with environment and they start to try buying green product. The last is consumer ethical beliefs are predictors for consumer to buying green products.

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