PERILAKU KONSUMSI RAMAH LINGKUNGAN: GREEN AWARENESS DAN SOCIAL RESPONSIBILITY DIMODERASI GREEN PRODUCT KNOWLEDGE

Abstrak

One of the primary reasons of environmental issues is the growing volume of plastic garbage. In the student environment, especially at Universitas Negeri Semarang (UNNES), there is still a lack of understanding about environmentally friendly products. This research goal was to ascertain the impact of green awareness and social responsibility on green consumption behavior with green product knowledge as a moderating variable. This research was carried out on 397 Universitas Negeri Semarang students in the 2021-2024 academic year using the proportionate stratified random sampling method. Data collection in this study used a questionnaire distributed via google form. The data analysis in this study used the Moderated Regression Analysis (MRA) method with the help of SPSS 22 software. The research findings show that green awareness and social responsibility have no effect on environmentally friendly consumption, but the presence of green product knowledge variables can significantly moderate the effects of these two variables. This study has limitations on the consumption behavior of students on one campus. Future research is expected to explore consumption behavior at other universities