KETERLIBATAN KONSUMEN SEBAGAI MEDIASI KESADARAN LINGKUNGAN TERHADAP MINAT BELI GREEN PRODUK UNILEVER

Penelitian ini bertujuan untuk mengetahui hasil uji pengaruh kesadaran lingkungan terhadap minat beli green produk Unilever dan mengetahui keterlibatan konsumen dalam memediasi hubungan kesadaran lingkungan terhadap minat beli green produk Unilever
Metode penelitian yang digunakan adalah penelitian kuantitatif dengan pendekatan kausal dengan menggunakan alat analisis software Parsial Least Square (PLS) untuk mengukur kesadaran konsumen terhadap lingkungan sekitar melalui pembelian green produk Unilever. Penelitian ini menggunakan Teknik pengambilan sampel yang digunakan yaitu Accedental sampling dengan 97responden yang sudah memenuhi kriteria yang ditentukan
Hasil penelitian ini menunjukkan bahwa kesadaran lingkungan berpengaruh terhadap minat beli green produk Unilever dan keterlibatan konsumen mampu memediasi hubungan kesadaran lingkungan terhadap minat beli green produk Unilever.
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This study aims to determine the results of the test of the effect of environmental awareness on interest in buying green Unilever products and determine consumer involvement in mediating the relationship between environmental awareness and interest in buying green Unilever products.
The research method used is quantitative research with a causal approach by using software analysis tools Partial Least Square (PLS) to measure consumer awareness of the surrounding environment through the purchase of green Unilever products. This study uses the sampling technique used, namely accidental sampling with 97 respondents who have met the specified criteria
The results of this study indicate that environmental awareness has an effect on buying interest in Unilever's green products and consumer involvement is able to mediate the relationship between environmental awareness and interest in buying green Unilever products.