Which One Has The Greater Influence On The Green Purchase Decision?

Dewi Rakhmawati, Okshanela Okshanela

Abstract


Purpose: This study aims to analyze the effect of lifestyle variables and trust variables on green purchase decisions in buying organic vegetables in Malang City.

Design/Methodology/Approach: This research was conducted using a descriptive quantitative method, and the technique employed was multiple linear regression with the assistance of IBM SPSS software version 25. The study utilized 100 questionnaires administered to a sample of individuals who have made purchases of organic vegetables in the Malang city area. The sample was selected using non-probability sampling.

Findings: The green lifestyle variable in this study has a significantly positive effect on the green purchase decision of organic vegetable products. It is also known that the green trust variable has a significant positive effect on the green purchase decision as well. While the two variables, green lifestyle and green trust, are carried out simultaneously, they also have a positive and significant influence on green purchase decisions in purchasing organic vegetable products in Malang City.


Keywords


Green Lifestyle; Green Purchase Decision; Green Trust

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DOI: https://doi.org/10.37479/jsm.v5i2.20867

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Copyright (c) 2023 Dewi Rakhmawati, Okshanela Okshanela

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Jambura Science of Management (P-ISSN 2655-3651, E-ISSN 2656-0453) is licensed under a Creative Commons Attribution 4.0 International License

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