The Effect of Green Advertising and Personal Norms on Ecological Attitude for Students

Authors

  • Agus Sukarno Universitas Pembangunan Nasional Veteran Yogyakarta
  • Dyah Sugandini Universitas Pembangunan Nasional Veteran Yogyakarta
  • Mohamad Irhas Effendi Universitas Pembangunan Nasional Veteran Yogyakarta
  • Muhamad Kudarto Universitas Pembangunan Nasional Veteran Yogyakarta
  • Rahajeng Arundati Universitas Pembangunan Nasional Veteran Yogyakarta
  • Bunga Alfausta Amallia Universitas Pembangunan Nasional Veteran Yogyakarta

DOI:

https://doi.org/10.31098/ebs.v1i1.71

Keywords:

Green Advancement, Personal Norms, and Ecological Attitude

Abstract

The environment has recently been of concern because it has been damaged. This is very much influenced by human life, thus encouraging changes in consumer behavior to become more aware of the environment. This study aims to analyze the effect of green advertising and personal values on the development of individual beliefs about the environment. The need for consumer preservation and green products is increasingly increasing consumer demand. This study examines the Green Advertising variables and personal norms that affect the ecological attitude. This study used student respondents from UPN "Veteran" Yogyakarta, who were already pro-environment. The number of samples is 100 people. The data that has been collected is then analyzed by several tests, namely the validity test using Convergent Validity and Discriminant Validity, and the reliability test using the Average Variance Extracted (AVE). While the data analysis technique used to answer the hypothesis is descriptive statistical analysis and Partial Least Square (PLS) using the SmartPLS 3.2.8 software program. The results showed that the variables of green advertising and personal norms had an effect on ecological attitude.

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Published

2020-10-25

Issue

Vol. 1 No. 1 (1): October 2020

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Articles

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