PENGARUH GREEN ADVERTISING DAN ENVIRONMENTAL ATTITUDE TERHADAP MINAT BELI GEN Z AKAN PRODUK FURNITUR RAMAH LINGKUNGAN IKEA: STUDI DI BANDUNG RAYA

Gita Dwi; Tania  Adialita

doi:10.34127/jrlab.v14i3.1759

Authors

Gita Dwi Universitas Jenderal Achmad Yani
Tania Adialita Universitas Jenderal Achmad Yani

DOI:

https://doi.org/10.34127/jrlab.v14i3.1759

Keywords:

Green Advertising, Environmental Attitude, Purchase Interest, Environmentally Friendly Products

Abstract

This study aims to analyze the influence of green advertising and environmental attitudes on Gen Z's purchase intention for IKEA's eco-friendly furniture products. The population in this study were Generation Z men and women who live in Greater Bandung and have never purchased IKEA products but have seen IKEA's environmentally-themed advertisements. The method used was convenience sampling with a sample size of 210 respondents aged 18–27 years. Data were collected through a Likert-scale questionnaire analyzed using multiple linear regression. The results showed that green advertising and environmental attitudes have a positive effect, both partially and simultaneously, on purchase intention. This study is expected to contribute to further research and become a reference for companies in developing environmentally-based communication and promotion strategies to increase purchase intention for eco-friendly products.

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