DETERMINAN NIAT BELI PRODUK RAMAH LINGKUNGAN DI KALANGAN MAHASISWA DI DAERAH ISTIMEWA YOGYAKARTA

This research aims to identify the factors that influence the purchase intention of environmentallyfriendly products among the students in the Special Region ofYogyakarta (DIY). This research modifies previous studies conducted in India (Purohit , 2012) and Pakistan (Habib et al.,2010). In previous studies it was found that attitudes toward print advertising,attitudes toward television advertising,consumer experience, and level of effectiveness of environmental products significantly contribute to the decision of purchasing environmentally friendly products while the credibility factor and the image of the product does not have a significant relationship in the purchasing decisions of environmentally friendly products(Purohit, 2012).And research conducted by Habib et al.(2010) found that consumers in Pakistan care about the environment and intend to buy environmentally friendly products. In addition,consumers in Pakistan have an interest in a print ad,but more like television commercials.In this research will be investigated whether the same findings also apply to students in Special Region ofYogyakarta (DIY). This research adopted the instrument in previous research conducted in India and Pakistan. Data collected by the survey method. Data processing was conducted using multiple linear regression. This research found that the attitude towards print advertising (newspapers and magazines) and the information in environmental advertising has a positive effect on purchase intention of environmental friendly products, while the other variables, that is attitudes toward television advertising, relevance of environmental with respondents daily life, credibility of claim in advertising and perceived effectiveness of environmental behavior is not a positive influence on purchase intention of environmental friendly products