THE EFFECT OF ENVIRONMENTAL AWARENESS, GREEN PRODUCT VALUE, GREEN PRICE SENSIVITY, AND GREEN PRODUCT TRUST ON GREEN PURCHASE BEHAVIOR MEDIATED BY ATTITUDE TO ECO-FRIENDLY PRODUCTS @BUMIJO.ID (STRUCTURAL EQUATION MODELING (SEM) METHOD – PATRIAL LEAST SQUAR

Abstract

Sustainable lifestyles are increasing on a global scale, despite having awareness and concern for the environment, consumers sIhow differences between attitudes and concrete behavior when buying products. ThIis stuIdy aiIms to determine consumer purchasing behavIior towards Bumijo eco-friendIly prIoducts. The sample in this study was 237 respondents, which were obtained by distributing questionnaires online. The data was processed and analyzed using the Structural Equation Modeling (SEM) method, SmartPLS 3 as a tool. The results showed that Environmental Awareness (X1), Green Product Value (X2), Green Price Sensivity (X3), and Green Product Trust (X4) havIe a positIive and sigInificant effIect on Green Purchase Behavior (Y). Environmental Awareness (X1), GrIeen ProIduct ValIue (X2), GreIen IPrice SensIivity (X3), and Green Product Trust (X4) have a positive and significant effect on AttIitude (Z). And Green Purchase Behavior (Y) hIas a posiItive anId significaInt efIfect on Attitude (Z).