Abstract:

The aim of this study is to study the impact of individual environmental literature (mass knowledge, subjective information and environmental knowledge) on the green product attitude and the green product attitude on the intention of green purchase. The data were obtained from 301 people through the online survey technique. The data collected was first applied verifying factor analysis and the structural conformity of the data was tested. The research model was submitted to Road Analysis with the AMOS program. The road analysis found that environmental awareness and subjective information from the dimensions of individual environmental literature has a positive and meaningful effect on the green product attitude, and the product attitude has a positive and meaningful effect on the intention of green purchase.

Abstract:

The aim of this study is to examine the effect of individual environmental literacy (purposeful knowledge, subjective knowledge and environmental awareness / knowledge) on green product attitude and green product attitude on green purchasing intention. Within the scope of the research, data were obtained from 301 people using the online survey technique. Confirmatory Factor Analysis was first applied to the collected data and the structural fit of the data was tested. Later, the research model was subjected to Path Analysis with the AMOS program. As a result of the path analysis, the following was obtained: It was determined that environmental awareness and subjective knowledge among the dimensions of individual environmental literacy have a positive and significant effect on green product attitude, and product attitude on green purchasing intention.

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