摘要：Penelitian bertujuan untuk menguji keterhubungan antara variabel-variabel keperilakuan terhadap lingkungan: sikap terhadap lingkungan,kesadaran terhadap ekolabel,kepercayaan,pengetahuan tentang ekolabel,ketersediaan ekolabel,dan perhatian terhadap ekolabel terhadap niat beli.Data dikumpulkan melalui kuesioner dengan metode nonprobabilitas sampling yang mencakup sampel total sebanyak 230 responden.Pengujian hipotesis dilakukan dengan menggunakan Structural Equation Modeling (SEM).Dari hasil penelitian ini terdapat enam dari sepuluh hipotesis yang didukung dan empat hipotesis yang tidak didukung.Keenam hipotesis yang didukung adalah (1) ada hubungan positif antara sikap dan kepercayaan dalam membeli produk ramah lingkungan,(2) ada hubungan positif antara kesadaran terhadap ekolabel dan perhatian terhadap ekolabel,(3) ada hubungan positif antara kesadaran terhadap ekolabel dan niat membeli,(4) ada hubungan positif antara kepercayaan dalam membeli produk ramah lingkungan dan perhatian terhadap ekolabel,(5) ada hubungan positif antara kepercayaan dalam membeli produk ramah lingkungan dan niat membeli,dan (6) ada hubungan positif antara ketersediaan ekolabel dan perhatian terhadap ekolabel.Penelitian ini juga memberikan kontribusi teoritis,implikasi manajerial,dan saran untuk penelitian selanjutnya.
其他摘要：This research aims to assess the relationship between behavioral variables on the environment: ecolabel awareness,trust,ecolabel knowledge,ecolabel availability,and environmental concerns of intention to buy.Data was collected through questionnaires with non-probability sampling method which included a total sample of 230 respondents.Hypothesis testing was conducted by applying Structural Equation Modeling (SEM).The results shows that there are six out of ten supported hypotheses and four unsupported hypotheses.The six hypotheses supported are (1) there is positive relationship between attitude and trust in buying environmentally friendly product,(2) there is positive relationship between ecolabel awareness and ecolabel attention,(3) there is positive relationship between ecolabel awareness and intention to buy,(4) there is positive relationship between trust in buying environmentally product and ecolabel attention,(5) there is positive relationship between trust in buying environmentally product and intention to buy,and (6) there is positive relationship between ecolabel availability and ecolabel attention.This research also contributes theoretical contributions,managerial implications,and recommendations for further research.
