1Faculty of Economic and Business, Atma Jaya Catholic University, Jalan Jenderal Sudirman 51, Jakarta, Indonesia
2Faculty of Economic and Business, Atma Jaya Catholic University, Jalan Jenderal Sudirman 51, Jakarta, Indonesia.
3Faculty of Economic and Business, Atma Jaya Catholic University, Jalan Jenderal Sudirman 51, Jakarta, Indonesia.
Global warming, pollution and climate change are some of the problems that have become an increasingly concerning issue internationally, also Indonesia. In Indonesia there is a fairly complicated plastic that is difficult to recycle, the amount of waste discharged into the river, forest damage due to the illegal logging. Therefore, the impact are the flood, the warming of the earth that causes rising seawater. The purpose of research to determine the effect ofGreen Product, Price Perception, Green Advertising to Purchase Decision which mediated by Attitude Toward Green Product.Respondents who were taken with the provisions ever buy green products and using random sampling. Data were analyzed by using Structural Equation Modeling (SEM).The result showed the Green product and Green Advertising influence Attitude toward Green Product. While the Price Perception does not affect the Attitude toward Green Product. Green Product, Green Advertising and Attitude influence Purchase Purchase decision. Then Green Product and Green Advertising have direct and indirect influence to Purchase Decision through Attitudes toward Green Products.Thus, it can be said that Attitudes toward Green Products as partial mediators in the relationship between Green Products and Green Advertising with Purchase Decision.
Green Products, Price Perception, Green Advertising, Attitude, Purchase Decision
