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Skripsi, 011 / 2020 / IM
Undergraduate Theses from JBPTPPOLBAN / 2021-01-20 14:28:24
Oleh : Felicia Amanda Christabel - 165264011 (felicia.amanda.mpem416@polban.ac.id)
Dibuat : 2021-01-20, dengan 4 file

Keyword : Green Consumer Attitude, Green Consumer Lifestyle, Green Consumer Behavior, Green Consumer Purchase Intention, Green Product, Eco-Friendly Straw, Multi-Group Analysis

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Deskripsi Alternatif :

With the increasing amount of plastic waste in the oceans, nowadays more and more straw producers are using a variety of materials that are more natural and can be used repeatedly. Many of them targeting Gen Y and Z because this category is almost half of the total population of Indonesia, then they are considered to represent the number of consumers. Furthermore, more and more young people are concerned with the environment also added the reason for choosing this generation. Likewise with this research, the authors chose to research Generation Y and Z by considering the factors of attitude, lifestyle, and behavior of gen Y and Z which could influence their purchase intention of green products, especially eco-friendly straws. The quantitative approach method was chosen to collect 405 respondents through a questionnaire distributed online. After that, the data is processed using the PLS approach to determine consumer perceptions, as well as the factors forming green consumer behavior and consumer purchase intentions of green products. Moreover, Multi-group Analysis is used to determine the level of difference between Gen Y and Gen Z. The results show that the Green Consumers Attitudes, Lifestyles, and Behavior can influence their Purchase Intention of Green Products, especially Eco-Friendly Straws. Green Lifestyle is a variable that most influences consumers' purchasing intentions, they are more attentive to the environment and more possible for them to use environmentally friendly products. Moreover, this study also showed a difference between the two generations studied. These two generations are both affected by their lifestyle, but gen Y is influenced by the influencers or actresses they see in their lifestyle, besides that the type, pattern, shape, and color of a product also influence them to use the product. On the other hand, gen Z, who is also influenced by their lifestyle, has the reason that they care more about their bodies and the environment, so they choose to use pure eco-friendly straws to maintain their body condition and preserve the environment. Therefore, it is proposed that the output is in the form of different advertisements for these two generations so that it is easier to touch their affective side in using environmentally friendly straw products. Keywords: Green Consumer Attitude, Green Consumer Lifestyle, Green Consumer Behavior, Green Consumer Purchase Intention, Green Product, Eco-Friendly Straw, Multi-Group Analysis.

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