Open AccessThe Impact of Green Product Innovation, Green Perceived Quality to Purchase Intention Moderated by Lifestyle on Stainless Steel Straw
Author(s) -
Lily Suhaily,
Syarief Darmoyo,
Sinta Boentoro,
Eleonaora Anasthashia
Publication year - 2020
Publication title -
international journal of applied business and international management
Language(s) - English
Resource type - Journals
eISSN - 2621-2862
pISSN - 2614-7432
DOI - 10.32535/ijabim.v5i2.854
Subject(s) - product (mathematics) , business , quality (philosophy) , perceived quality , perception , advertising , marketing , psychology , brand awareness , mathematics , philosophy , geometry , neuroscience , epistemology
The purpose of this study was to determine the effect of green product innovation, green perceived quality to purchase intention moderated by lifestyle on stainless steel straw. There is a direct influence of green product innovation, green perceived quality, and life style to purchase intention. Lifestyle does not moderate the relationship between green product innovation and purchase intention. However, lifestyle moderates the relationship between green perceived quality and purchase intention. Based on the results, restaurants and cafes should use stainless steel straws because the consumers have a lifestyle with the perception that eco-friendly products can reduce the impact of environmental pollution therefore, they intend to visit restaurants and cafes that use stainless steel straws.
Accelerating Research
Robert Robinson Avenue,
Oxford Science Park, Oxford
OX4 4GP, United Kingdom
Address
John Eccles HouseRobert Robinson Avenue,
Oxford Science Park, Oxford
OX4 4GP, United Kingdom