Open AccessStudi Perbedaan Niat Beli Green Electricity Product Berdasarkan Gender
Author(s) -
Tias Andarini Indarwati,
Nindria Untarini
Publication year - 2017
Publication title -
ekuilibrium
Language(s) - English
Resource type - Journals
eISSN - 2528-7672
pISSN - 1858-165X
DOI - 10.24269/ekuilibrium.v12i1.421
Subject(s) - product (mathematics) , business , electricity , marketing , green marketing , green consumption , advertising , psychology , economics , engineering , microeconomics , production (economics) , mathematics , geometry , electrical engineering
Consumers adapt to this situation by considering environmental issue when shopping and by their purchase behavior. The aims of this paper are examines of differences of environment awareness and purchase intentions between male and female of students of Surabaya State University. Secondly, examines also role linearly of environment awareness on purchase intentions. Examines role linearly of environment awareness on purchase intentions of green electricity product using simple linier regression analysis. The results indicate that there are no differences of environment awareness and purchase intentions at the students of Surabaya State University by gender. And finally, environmental awareness has also positive effect on purchase intentions. The results of this study have implications for marketers in identifying, designing, and managing marketing mix with consider discrepancy of purchase intentions in the green electricity product by gender.