The Effect of Greenwashing, Green Word of Mouth, Green Trust and Attitude towards Green Products on Green Purchase Intention
Green Word Of Mouth and Attitude toward Green Product
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| 2.11 Green Word Of Mouth and Attitude toward Green Product
An attitude is an individual’s subjective analysis of a product or brand (Bodur et al., 2000). An attitude toward the product is defined as an “individual’s perceptions of the product consumers based on his trademark perceptions (Punyatoya, 2015). According to Day (1971), word of mouth is significantly more efficient than advertising in converting negative or neutral attitudes into positive attitudes. Word of mouth communication is carried out by someone who first has personal experience with a product, service, or brand and then informs others about it, so that it can result in a favorable attitude toward the product. According to Ladhari (2007), there is a positive relationship between attitude and positive word of mouth. Therefore, this study proposes a hypothesis stating that: Green word-of-mouth has a positive impact on attitude toward green products (H9) Figure 1. Conceptual Framework 25513 III. Research Method This research uses a quantitative research method that is the method for gathering, analyzing, interpreting, and writing the findings of the study (Creswell, 2018). In this study, data that will be collected are numbers that will be analyzed using statistics (Saunders et al., 2009). This study uses quantitative methods because the goal of this research is to test the hypothesis and generalize the findings to the larger population. To collect the data, this research uses questionnaires. The sampling design of this study is non-probability with purposive sampling. The criteria are people aged above 18 years old and who live in Jabodetabek area (Jakarta, Bogor, Depok, Tangerang, Bekasi). Jabodetabek was chosen as the research location because Jabodetabek is Indonesia's largest megacity, playing a critical role in social, economic, and political spheres (Rustiadi et al., 2014). The respondent will be asked several questions based on the criteria formed for the respondent, and if the respondent meets all the criteria, the respondent will be asked questions about the variables studied. The data collections use questionnaires with Likert scales. The Likert scale in this research uses seven vulnerable scales (1) strongly disagree (2) disagree (3) more or less disagree (4) undecided (5) more or less agree (6) agree (7) strongly agree. This study uses a cross-sectional study design which means that data were gathered at a single point in time using a questionnaire method. This research uses Pearson correlation coefficient analysis because it discovers multicollinearity among variables and guarantees that there is no significant association between them that might skew the results of multiple linear regression (Kitttikowit et al., 2018). This is a quantitative study, and the SmartPLS analysis tool is used as a statistical tool to determine the influence of factors in this study because it provides a Structural Equation Model and Partial Least Square analysis. This study utilized the Structural Equation Model (SEM) as the instrument and Partial Least Square (PLS) analysis to investigate the associations between brand image, country of origin, trust, and purchase intention (Makawi, et al. 2020). The conceptual modeling in SEM PLS is justified and based on past research since it must be developed and constructed. tải về 1 Mb. Chia sẻ với bạn bè của bạn:
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