Effect of Green Product, Green Packaging, Green Advertising on Green Purchase Intention through Intervening Variables Green Satisfaction and Green Trust of Employee at the Directors Office of PTPN II

Lovianna Magda Hasibuan, Isfenti Sadalia, Rulianda Wibowo

2018

Abstract

This study analysed the effect of Green Product, Green Packaging, Green Advertising on Green Purchase Intention Through Variables Intervening Green Satisfaction and Green Trust, case studies were conducted at the Employees of PTPN II's Board of Directors. The approach used is path analysis and a sample of 100 respondents. The results showed that all the variables studied had a significant effect on Green Purchase Intention (Z) where the variables that had the greatest total effect direct influence and indirect effect influence were the Green Product variable (X1) which was 148.8%, followed by the Green Advertising variable (X3) of 76.7 %, and the Green Packaging (X2) variable is 44.9%. The results also showed that the Green Purchase Intention (Z) model would be better if using the intervening variables Green Satisfaction (Y1) and Green Trust (Y2) indicated by increasing the significance value and the value of R2

Paper Citation

in Harvard Style

Magda Hasibuan L., Sadalia I. and Wibowo R. (2018). Effect of Green Product, Green Packaging, Green Advertising on Green Purchase Intention through Intervening Variables Green Satisfaction and Green Trust of Employee at the Directors Office of PTPN II. In Proceedings of the International Conference on Natural Resources and Sustainable Development - Volume 1: ICNRSD, ISBN 978-989-758-543-2, pages 246-251. DOI: 10.5220/0009900900002480

in Bibtex Style

@conference{icnrsd18,
author={Lovianna Magda Hasibuan and Isfenti Sadalia and Rulianda Wibowo},
title={Effect of Green Product, Green Packaging, Green Advertising on Green Purchase Intention through Intervening Variables Green Satisfaction and Green Trust of Employee at the Directors Office of PTPN II},
booktitle={Proceedings of the International Conference on Natural Resources and Sustainable Development - Volume 1: ICNRSD,},
year={2018},
pages={246-251},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009900900002480},
isbn={978-989-758-543-2},
}

in EndNote Style

TY - CONF

JO - Proceedings of the International Conference on Natural Resources and Sustainable Development - Volume 1: ICNRSD,
TI - Effect of Green Product, Green Packaging, Green Advertising on Green Purchase Intention through Intervening Variables Green Satisfaction and Green Trust of Employee at the Directors Office of PTPN II
SN - 978-989-758-543-2
AU - Magda Hasibuan L.
AU - Sadalia I.
AU - Wibowo R.
PY - 2018
SP - 246
EP - 251
DO - 10.5220/0009900900002480