Josephine, Patricia and Are, Robert La (2020) The Influence of Green Campaign Towards Consumer Purchase Intention. A Study of “X” Coffee Shop in Jakarta. Bachelor thesis, Swiss German University.

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Abstract

Green Campaigns are used to expose any environmental issues to the societies and at the same time to give knowledge about the awareness of green behavior on the environment and will later lead to the intention of purchasing green products. However, previous study stated that consumers are still not realize that the coffee they enjoy from “X” is a green product. It can be concluded that environmental-based consumer behaviour has not been well formed and still have less knowledge of public awareness about Go Green's business. Thus, the purpose of this research is to find the influence of green campaign towards consumer purchase intention. This research using survey by distributing a total of 253 questionnaires from consumers who previously ever visited "X" coffee shop in Jakarta area in order to gain the data. Then, the data proceed through SPSS system to test the validity, reliability, classical assumption, and single regression analysis. Based on the research findings, this study indicated that green campaign has an impact of 34,2% towards consumer purchase intention.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Green Campaign, Green Behavior, Theory Planned Behavior, Consumer Purchase Intention
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Faisal Ifzaldi
Date Deposited:	02 Nov 2020 13:49
Last Modified:	02 Nov 2020 13:49
URI:	http://repository.sgu.ac.id/id/eprint/1820

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