STUDY OF GREEN PRODUCT PURCHASE INTENTION AS INFLUENCED BY ENVIRONMENTAL CONCERN AND HEALTH AWARENESS

Abstract

The growth of the world's population has a negative impact on the environment. Humans exploit nature on a large scale to fulfil their needs. This behaviour makes the environment damaged. The area of environmental damage is getting higher and higher. In addition to disasters, this situation can also reduce the level of human health. Some people in the world have an awareness to improve the condition of nature by doing activities and consuming products that can protect the environment and their health. This study was conducted to determine the effect of environmental concern and health awareness on the intention to buy green products. The population of this study is consumers. This study used 100 respondents as a research sample with purposive sampling technique. The research data were obtained through distributing questionnaires which will then be analysed using multiple linear regression. The results showed that environmental concern has an influence on the formation of the intention to buy green products. The study also proved that health awareness has a significant influence on the formation of intention to buy green products. Both variables together