The Impact of Environmental Quality Awareness, Green Trust, and Green Self-Efficacy on Environmental Attitude and Green Purchase Behavior
Abstract
Many individuals are aware of the importance of protecting the environment, yet the gap between environmental awareness and green purchasing behavior still exists. This research aims to analyze the influence of environmental quality awareness, green trust, and green self-efficacy on environmental attitude and green purchase behavior, as well as test the role of environmental attitude as a mediator. This research uses a quantitative approach. The research utilizes primary data. The sampling technique used in this research is purposive sampling. Data collection using the survey method with the distribution of questionnaires online. The questionnaire was created using Google Forms and shared via Instagram and WhatsApp. The sample used consisted of 200 respondents who had purchased Philips LED lamps in 2024. This research used structural equation modeling (SEM) as the data analysis technique and AMOS as the analysis tool. Green trust and green self-efficacy have a positive and significant impact on environmental attitude. Environmental quality awareness and green self-efficacy have a positive and significant impact on green purchase behavior. Environmental attitude has not been able to mediate the influence between variables in this research.
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