FACTORS INFLUENCING CONSUMERS’ GREEN PURCHASE BEHAVIOR ( A STUDY CASE OF PRESIDENT UNIVERSITY STUDENTS BATCH 2013 MANAGEMENT, CIKARANG INDONESIA）

Abstract

Nowadays, the quality of the environment is worsening in many countries either develop or developing countries. Therefore, some organizations have promote green movement in order to fix the worsening environment. Since going green may seem to be the latest trend, the objective of this research is to understand the most influencing factor in green purchase behavior in order to boost green products purchasing in the market. This research comprises of one dependent variable (green purchase behavior) and five independent variables (environmental concern, environmental attitude, social influence, consumer beliefs, and self-image of green product). Quantitative survey was chosen as the method of this research with green consumers in president university student management batch 2013 in cikarang as the population, and purposive or judgmental technique as the sampling technique. By distributing offline (paper) questionnaires, there are 118 valid data that analyzed by multiple regressions to test the hypothesis. This study is expected to give input for organizations or companies to encourage green purchase behavior for a better future. In conclusion, all of the independent variables influence green purchase behavior with 54.1% contribution (R2). From all factors, social influence is the most significant factor with a contribution of45.9% is influenced by other variables which are not developed in this research.