标题：The Effect Of Value Consciousness, Price Consciousness On Green Purchase Intentions During A Pandemic With Green Product Attitude As A Mediation Variable
摘要：The purpose of this research is to find out (1). Consumer awareness of the values of environmentally friendly products affects consumer attitudes towards green products. (2). Green product attitude is an important factor in increasing consumer buying interest. (3). Consumer attitudes have a positive attitude towards green products to buy products with high prices. The research method used is a quantitative approach. Data collection techniques (1). Survey data regarding value consciousness, price consciousness, green product attitude and purchase intention. obtained directly from the field (2). interviews and filling out questionnaires by selected respondents. (3). The population in this study is Generation Z in East Priangan. (4). The population size is infinite. Sampling using judgment sampling, purposive sampling The criteria for respondents in this study were between 17 - 27 years of age and have a desire to buy green products. Results: (1). Value Consciousness has an effect on Green Product Attitude, Price Consciousness has an effect on Green Product Attitude. (2). Green Product Attitude has the effect of Value Consciousness and Price Consciousness on Green Purchase Intention. (3). The formation of attitudes towards green products must begin with raising awareness of the value that is formed when consumers feel sacrificed according to the benefits they receive. (4). Green products must be communicated to provide benefits according to the costs incurred. (5). Green products must be communicated as products that are also affordable according to the price level offered.
关键词：Value Consciousness;Price Consciousness;Green Purchase Intention;Pandemic Green Product Attitude
