PENGARUH SIKAP TERHADAP NIAT BELI PRODUK DI MEDIASI OLEH PENGETAHUAN LINGKUNGAN DAN KEPEDULIAN LINGKUNGAN (Study Kasus The Body Shop Yogyakarta)

Global climate change causes fundamental damage to the environment due to excessive human exploitation and is not balanced with environmental care. This problem is very complex and serious about environmental damage, one of the causes is production that is not environmentally friendly. This study aims to examine the effect of attitudes and product purchase intentions mediated by environmental knowledge and environmental awareness. This research uses The Body Shop product which was conducted in Yogyakarta. Research with 140 respondents with purposive sampling method. This study uses Structural Equation Modeling (SEM). The results of this study indicate that attitudes have a positive and significant effect on environmental knowledge, attitudes have a positive and significant effect on environmental awareness, attitudes have a positive but not significant effect on purchase intentions, environmental knowledge has a positive and significant effect on purchase intentions, environmental awareness has a positive and significant effect on purchase intention, environmental knowledge has a positive and significant effect on attitudes and purchase intentions, environmental care positively and significantly mediates attitudes and purchase intentions. environmental awareness and environmental knowledge are able to mediate attitudes and purchase intentions on The Body Shop products in the city of Yogyakarta. Keywords: Environmental Concern, Purchase Intention, Attitude, Environmental Knowledge