Impact of Gender on Green Product Purchase Intention in Millennial Generation
- Keywords
- green product, purchase intention, social influence, eco-brand, price sensitivity
- Abstract
Consuming friendly-environmental products aims to decrease the environmental damage, which environmental degradation has become a significant concern around the world. This study aims to investigate social influence, eco-label, price sensitivity that influence consumers purchase intention on green product. The total number of respondents was 206 respondents, male 85 respondents (41.3%) and 121 respondents (58.7%) were women. Data were analyzed using AMOS software. Social influence, eco label and price sensitivity have significant effect on purchase intention. Results of the t-value moderation of the gender group it can be seen that value of all t-value (absolute)> 1.96 with α = 5%. Can be concluded that gender is moderating of the gender group. It can be interpreted that there is a significant influence for gender moderation on each variable. If between two groups of gender is compared based on the path coefficient value, it can be seen that the effect of each social influence and eco label variable on purchase intention in male respondents is higher than in the female group. While the influence of price sensitivity variables on purchase intention in male respondents is lower than in the female group.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Robetmi Jumpakita Pinem PY - 2019/11 DA - 2019/11 TI - Impact of Gender on Green Product Purchase Intention in Millennial Generation BT - Proceedings of the 3rd International Conference on Indonesian Social & Political Enquiries (ICISPE 2018) PB - Atlantis Press SP - 130 EP - 134 SN - 2352-5398 UR - https://www.atlantis-press.com/article/125922585 ID - Pinem2019/11 ER -