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Abstract

Plastik memang menjadi isu penting dalam masyarakat modern. Mereka pernah dielu-elukan sebagai simbol kemajuan dan kenyamanan, tetapi penggunaan dan pembuangannya yang meluas telah menciptakan krisis dalam masyarakat pasca-modern kita. Hal tersebut lah yang terjadi pada penggunaan botol plastik. Dalam beberapa tahun terakhir, telah terjadi peningkatan kesadaran akan dampak lingkungan dari plastik sekali pakai, termasuk botol plastik. Banyak orang, terutama anak muda, telah menggunakan botol yang dapat digunakan kembali yang terbuat dari bahan seperti kaca, baja tahan karat, aluminium atau reusable bottle plastic tumblr. Oleh karena itu, pada penelitian ini bertujuan untuk mengetahui Green Purchasing Decision dari pembelian alternatif reusable botol plastik di Covenience Store di Indonesia. Hasil survey dari responden diolah menggunakan SEM PLS modelling. Hasil penelitian menunjukan bahwa faktor Green Marketing, Advertisement, Packaging, Price, Brand Loyalty, Environmental Concern, Green Perceived Benefits, Green Perceived Quality, Green Awareness of Price, Green Willingness to Purchase, dan Green Future Estimation mempengaruhi Green Purchasing Decision pada alternatif reusable botol plastic di Convenience Store di Indonesia.

Keywords

Green Purchasing Decision Alternatif Reusable Botol Convenience Store

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Fahmi, M. A., Hasan, Z. I., Rozudin, M. ., & Juliandri, I. R. . (2023). Analisis Faktor Green Purchase Decision Pada Alternatif Reusable Botol Di Convenience Store: Sebuah Model Persamaan Struktural. Economics and Digital Business Review, 4(2), 478–497. https://doi.org/10.37531/ecotal.v4i2.611
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