Proceedings of the 1ST Bengkulu International Conference on Economics, Management, Business and Accounting (BICEMBA 2023)

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Green Marketing Strategy: Factors Influencing Green Purchase Intention in the Decision to Use a Solar Power Plant (PLTS) in Palembang City

Authors
Nehemia Indrajaya1, *, Badia Perizade2, Zakaria Wahab3, Muchsin Saggaff Shihab4
1Faculty of Economics and Business, Universitas Sriwijaya, Palembang, Indonesia
2Faculty of Economics and Business, Universitas Sriwijaya, Palembang, Indonesia
3Faculty of Economics and Business, Universitas Sriwijaya, Palembang, Indonesia
4Faculty of Economics and Business, Universitas Sriwijaya, Palembang, Indonesia
*Corresponding author. Email: nehemia.indrajaya.unsri@gmail.com
Corresponding Author
Nehemia Indrajaya
Available Online 21 December 2023.
DOI
10.2991/978-94-6463-328-3_21How to use a DOI?
Keywords
Green Purchase Intention; Environmental Knowledge; Attitude; Green Product Awareness
Abstract

The main objective of this study is to identify factors that can influence green purchase intention in the decision to use renewable energy for PLTS. The research design used in this study is a causal design to explain the causal relationship between variables through hypothesis testing. Theory of Planned Behavior (TPB) as a basic theoretical framework in predicting and investigating pro-environmental behavior. The population in this study were household/private PLN consumers in South Sumatra. The results of this study conclude that Environmental Knowledge and Green Product Awareness have a significant effect on Green Purchase Intention. In addition, this study also suggests that Environmental Knowledge can influence a person’s attitude to use environmentally friendly products. Environmental Knowledge has a significant effect on Green Purchase Intention through Attitude as an intervening variable.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 1ST Bengkulu International Conference on Economics, Management, Business and Accounting (BICEMBA 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
21 December 2023
ISBN
10.2991/978-94-6463-328-3_21
ISSN
2352-5428
DOI
10.2991/978-94-6463-328-3_21How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Nehemia Indrajaya
AU  - Badia Perizade
AU  - Zakaria Wahab
AU  - Muchsin Saggaff Shihab
PY  - 2023
DA  - 2023/12/21
TI  - Green Marketing Strategy: Factors Influencing Green Purchase Intention in the Decision to Use a Solar Power Plant (PLTS) in Palembang City
BT  - Proceedings of the 1ST Bengkulu International Conference on Economics, Management, Business and Accounting (BICEMBA 2023)
PB  - Atlantis Press
SP  - 171
EP  - 181
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-328-3_21
DO  - 10.2991/978-94-6463-328-3_21
ID  - Indrajaya2023
ER  -