The Effect of Social Influence on Green Purchasing Behavior on The Purchase of Love Beauty and Planet Brand Products

Abstract

The pollution of the earth and the problems that arise because of pollution make consumers aware of the importance of protecting and preserving the environment. This encourages a change in consumption patterns from conventional consumption to green consumerism which is more environmentally friendly. Consumption activities based on green consumerism are referred to as green purchasing behavior, where these activities refer to the consumption of products that are good or beneficial to the environment, which are expected to suppress or minimize environmental problems that have occurred on earth.This study discusses how social influence, whether sourced from friends (peer influence) and family (parental influence) has an influence on green purchasing decisions (green purchasing behavior) on buyers of Love Beauty and Planet brand products. The purpose of this study is to see whether there is an influence of social influence on green purchasing behavior seen from indicators such as the frequency of discussions with friends or family, information obtained from friends or family and learning obtained from friends or family. The method used in this study is quantitative explanatory with data collection methods using online questionnaires to 272 respondents who have purchased or used Love Beauty and Planet brand products. The sampling technique used in this study used non-probability sampling, then analyzed using simple linear regression analysis to test the effect of the two variables studied. The results showed that the regression coefficient was 38.6% on green purchasing behavior, which means that social influence has a positive effect on green purchasing behavior. The dominant indicator in influencing consumer respondents and users of Love Beauty and Planet brand products is the frequency of discussions with friends and learning that comes from family. 6% of green purchasing behavior which means that social influence has a positive effect on green purchasing behavior. The dominant indicator in influencing consumer respondents and users of Love Beauty and Planet brand products is the frequency of discussions with friends and learning that comes from family. 6% of green purchasing behavior which means that social influence has a positive effect on green purchasing behavior. The dominant indicator in influencing consumer respondents and users of Love Beauty and Planet brand products is the frequency of discussions with friends and learning that comes from family.