WHO CONCERN MORE: GREEN SKEPTICISM AND GREEN PURCHASE INTENTION ON GENDER PERSPECTIVE.
RIKA PROMALESSY 1)2), TANTI HANDRIANA 1), ALVI FURWANTI ALWIE 2), VERA OKTARI3)4), RENNY WULANDARI3)5)

1) Department of Management, University of Airlangga, Indonesia
2) Department of Management, University of Riau, Indonesia
3) Department of Accounting, University of Airlangga, Indonesia
4) Department of Accounting, University of Riau, Indonesia
5) Department of Accounting, University of Panca Bhakti, Indonesia

Abstract

This research aims to look at the impact of environmental concerns through consumer green skepticism on purchasing intentions for green products which is linked to a gender perspective. Data was obtained through a survey using a questionnaire adapted from previous research. There were 697 samples in this study and were then tested using SEM PLS. This research succeeded in showing that environmental concern influences green purchase intention and green skepticism. Green skepticism also influences green purchase intention. Green skepticism is able to mediate the influence of environmental concern on green purchase intention. In addition, this research shows how men have a higher skepticism than women, but the opposite is true when it comes to behavior reflected in purchase intentions. This research is the first study that uses a gender value-belief-norm theory approach which links environmental concern, green skepticism, and green purchase intention

Keywords: Environmental Concern, Green Skepticism, Green Purchase Intention, Gender Value-Belief-Norm Theory.

Topic: Marketing management