THE EFFECT OF ENVIRONMENTAL KNOWLEDGE, GREEN PRICE AND ECO LABELS ON GREEN PURCHASE INTENTION ON THE BODY SHOP CONSUMERS IN JAKARTA

Abstract

This study investigates the effect of environmental knowledge, green price, and eco- labels on green purchase intention among consumers of The Body Shop in DKI Jakarta.

Using a quantitative approach, data were collected through an online survey with 180 valid respondents aged 18340 who were either familiar with or had purchased The Body Shop products. Multiple linear regression analysis was employed to test the hypotheses. The findings reveal that environmental knowledge and green price have a positive and significant effect on green purchase intention, while eco-labels show a positive but insignificant effect. Furthermore, when analyzed simultaneously, the three variables collectively demonstrate a significant impact on consumers9 green purchase intention. These results indicate that knowledge and pricing strategies play a more critical role than labeling in influencing consumer behavior. The study contributes to the existing literature by highlighting the importance of consumer education and transparent green pricing strategies in promoting sustainable purchasing behavior. It also suggests that companies should integrate eco-labels with effective awareness campaigns to strengthen consumer trust and mitigate skepticism.