Rochman, Naufal (2026) PENGARUH GREEN PERCEIVED VALUE, ENVIRONMENTAL CONCERN DAN GREEN TRUST TERHADAP GREEN PURCHASE INTENTION PRODUK TUMBLER EIGER DI SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The environmental crisis caused by plastic waste in Indonesia is driving a transformation in consumer behavior toward sustainable consumption. This transformation in consumer behavior, which now emphasizes environmental sustainability, requires local industry players, including outdoor equipment manufacturers, to implement an environmentally-based marketing approach to attract the attention of younger consumer groups such as Generation Z. However, market skepticism and contradictory consumer perceptions regarding the environmentally friendly claims of local products pose challenges in maximizing purchase intention conversion. This study aims to examine and analyze the influence of green perceived value, environmental concern, and green trust on green purchase intention among consumers of Eiger tumblers in Surabaya. This study adopted a quantitative explanatory approach by applying a purposive sampling technique to 160 respondents from Generation Z and residing in Surabaya. Primary data collection was conducted using a Likert-scale questionnaire distributed digitally. The collected data was then analyzed using Partial Least Squares (SEM-PLS)-based structural equation modeling with the help of SmartPLS software. Based on the results of the hypothesis testing, it was found that the variables green perceived value and environmental concern played a significant positive role in triggering consumers' green purchasing intentions. On the other hand, the green trust factor did not show a significant influence in directly driving interest in purchasing environmentally friendly products among Generation Z in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Naufal Naufal rochman | ||||||||
| Date Deposited: | 20 Jul 2026 06:13 | ||||||||
| Last Modified: | 20 Jul 2026 06:13 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55596 |
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