Jurnal Tentang CONSUMER PERSONALITY AND GREEN BUYING INTENTION: THE MEDIATE ROLE OF CONSUMER ETHICAL BELIEF

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On the modern era the demand of green products is increaser around the
society. Now consumer more prefers to buy green products rather than
conventional products. This is happened because consumer believes that buying
green products or do green consumerism can give contribution to save the
environment from damage that caused by conventional product like global
warming, fold, and etc. Therefore these studies conducted with the aim of
examine the factors that influence consumer to do green buying intention. With
the proposed hypothesis that individualism, consumer ethical beliefs, loyalty
proneness, and attitude toward business influence green buying intention. This
study using online quaternaries that distributed to student and alumni of Atma
Jaya Yogyakarta University, total 381 questionnaires was collected as the source
of the data in this research. The finding of this study show that manager or
business must increase consumer loyalty and attitude toward business to make
customer still buy green products on them although there are some obstacle that
the consumer must be face when buying green product. Also, people with
individualism didn’t always correlated with not buying green product, now many
of them are more care with environment and they start to try buying green
product. The last is consumer ethical beliefs are predictors for consumer to buying
green products.

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