Analisis Pengaruh Gender pada Niat Beli Konsumen Produk Berlabel Ramah Lingkungan di Indonesia

Abstract

Consumer concerns due to environmental damage and health problems encourage consumers to use eco-friendly products. In this regard, this study examined the influence of environmental concern variables and ecolabel knowledge in influencing the purchase intention of ecolabel paint products with environmental awareness as a mediating variable to test whether there are differences between male and female consumers. To test the research hypothesis, an online survey of 200 respondents in Indonesia was conducted. The results showed that environmental concern and ecolabel knowledge variables could not influence the ecolabel purchase intention variable directly, while the mediation model of environmental awareness of environmental concern and ecolabel knowledge variables had a significant influence on the ecolabel purchase intention variable. The test results based on gender, environmental concern and ecolabel knowledge mediated by environmental awareness in influencing ecolabel purchase intention for male were significant while for female were not significant. This analysis showed the importance of environmental awareness as a mediating variable