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.
