Proceedings of the 3rd International Conference on Indonesian Social & Political Enquiries (ICISPE 2018)

Impact of Gender on Green Product Purchase Intention in Millennial Generation

Authors
Robetmi Jumpakita Pinem
Corresponding Author
Robetmi Jumpakita Pinem
Available Online November 2019.
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.
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Proceedings
3rd International Conference on Indonesian Social & Political Enquiries (ICISPE 2018)
Part of series
Advances in Social Science, Education and Humanities Research
Publication Date
November 2019
ISBN
978-94-6252-805-5
ISSN
2352-5398
Open Access
This is an open access article distributed under the CC BY-NC license.

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  - 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  -