The influence of green products and green knowledge on electric motorcycle purchase decisions with environmental awareness as a moderating variable (empirical study of electric motorcycle buyers in Central Java, Indonesia)
Keywords:
Environmental awareness, Green knowledge, Green product, Purchasing decisions, Environmental awareness, Green knowledge, Green product, Purchasing decisionsAbstract
In terms of pollution mitigation, individuals should strive to reduce activities that contribute to pollution, especially by switching from using fossil fuel vehicles to electric vehicles. The fact shows that purchasing decisions made by the public for environmentally friendly products are increasing. A purchasing decision is a stage where an individual decides to buy a product when they have examined its differences from other products. There are factors that influence a purchasing decision, including green products, green knowledge, and environmental awareness. How does the influence of green products and green knowledge on purchasing decisions for electric motorbikes with environmental awareness as a moderating variable? This research aims to test the influence of green products and green knowledge on purchasing decisions for electric motorbikes with environmental awareness as a moderating variable. The type of research is quantitative used a questionnaire which was distributed to 110 respondents. This research used WarpPLS 7.0 to data analysis. The final results show that green products and green knowledge can have a positive and significant influence on purchasing decisions, then environmental awareness as a moderation strengthens the influence of green products and green knowledge and has a positive and significant influence on purchasing decisions. It can be concluded that this research can validate the Theory of Reasoned Action (TRA). The managerial implications of the research show that there is an increase green products and green knowledge can be maximized to increase purchasing decisions for electric motorbikes, with environmental awareness as a strong moderating factor. Besides that, it is hoped that this can be useful for other researchers to conduct future research as a reference It is also hoped that it can become a source of information and knowledge regarding natural sustainability from environmental pollution.
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