Pengaruh Pengetahuan Lingkungan, Kepedulian Lingkungan Dan Sikap Terhadap Niat Beli Produk Hijau The Body Shop

This study aims to analyze the influence of environmental knowledge, environmental awareness and attitudes towards purchase intention of The Body Shop's green products. The population in this study were students of the Muhammadiyah University of Surakarta, while the samples used in this study were students who had never bought green products from The Body Shop. This study used a sample of 100 respondents. Sampling in this study was conducted using purposive sampling technique and the data used were primary data in the form of a questionnaire. The data analysis method used is multiple linear analysis with several variables, namely environmental knowledge, environmental awareness, attitude, purchase intention. Based on the results of the study, it shows that environmental knowledge has a significant positive effect on purchase intention for green products with a significance value of 0.001 less than 0.05. Environmental concern has a significant positive effect on purchase intention for green products with a significance value of 0.033 which is less than 0.05. Attitude has a significant positive effect on purchase intention for green products with a significance value of 0.027 which is smaller than 0.05. The coefficient of determination is 0.431 which indicates that environmental knowledge, environmental awareness and attitudes have an influence on purchase intention by 43.1% and the rest is influenced by other factors outside the variables studied