FACTORS INFLUENCING PURCHASE INTENTION OF ENVIRONMENTALLY FRIENDLY MINERAL WATER PRODUCT IN JAKARTA

Abstract

This study aims to determine the effect of environmental knowledge, attitude towards green products, environmental concern, and eWOM on purchase intention of environmentally friendly mineral water products in Jakarta. The sampling method used is purposive sampling with criteria including domiciled in the DKI Jakarta area, aged at least 17 years, have consumed and know mineral water products with environmentally friendly packaging. The number of samples in this study were 334 respondents. The analysis method uses multiple linear regression processed with SPSS. The results showed that environmental knowledge, attitudes towards green products, environmental concern, eWOM partially had a positive and significant effect on the purchase intention of environmentally friendly mineral water products in Jakarta. In addition, environmental knowledge, attitudes towards green products, environmental concerns, and eWOM simultaneously also affect the purchase intention of environmentally friendly mineral water product in Jakarta