CONSUMER ATTITUDES TOWARDS GREEN PRODUCTS:
EXPLORATION OF THE ROLE OF FUNCTIONAL VALUES, EMOTIONAL VALUES,
AND SUBJECTIVE NORMS

CONSUMER ATTITUDES TOWARDS GREEN PRODUCTS:
EXPLORATION OF THE ROLE OF FUNCTIONAL VALUES, EMOTIONAL VALUES,
AND SUBJECTIVE NORMS

Consumer attitudes, Functional Value, Emotional Value, Subjective Norms, Green
marketing

Increasing public awareness and concern for environmental preservation has a
positive impact on the development of green marketing. This research aims to
analyze the influence of functional value and emotional value on consumer attitudes.
This research approach uses quantitative research. The population and sample of
this research are consumers who have purchased green tissue products. The
sampling technique uses Purposive Sampling. This research data comes from
primary data. Data collection techniques through surveys, by distributing
questionnaires to target research respondents. Research data was processed using
PLS SEM software. The results of this research prove that functional value has
succeeded in increasing consumer attitudes towards green products. On the other
hand, emotional value cannot improve consumer attitudes. This research also shows
that subject norms are proven to be unable to play a moderating role in the influence
of functional values and emotional values on consumer attitudes. It is hoped that this
research will be useful in helping researchers and marketers understand the
influence of values on consumers' attitudes towards green products.

Sri Rahayu1) Zain Khiswari2)

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2023

peri irawan

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