PENGARUH GREEN PRODUCT TERHADAP PERILAKU PEMBELIAN

This study aims to examine the effect of green products on purchasing behavior of Milo UHT Milo consumers in Malang City. Data was taken through an online survey of a sample of 323 taken by purposive sampling from a population of Milo UHT consumers at various retailers in Malang City. Path analysis and t test shows that green product attitude has a positive and significant effect on purchase intention, green product subjective norm has a positive and significant effect on purchase intention, green product behavior control has a positive and significant effect on purchase intention, purchase intention has a positive and significant effect on purchase behavior.