PENGARUH SIKAP TERHADAP NIAT BELI PRODUK RAMAH LINGKUNGAN KONSUMEN ZILINEAL DAN MILENIAL

Environmental pollution, one of which is caused by consumption, is highlighted by the Ministry of Environment and Forestry (KLHK), which reported that in 2020, Indonesia's marine areas were polluted by 67.8 million tons of waste. The largest composition of waste comes from household waste, amounting to 42.23%. To reduce the environmental impact, the involvement of all parties in pursuing sustainable living is essential. The role of businesses and consumers is one of the key factors that can make a difference. As consumers, one way to reduce pollution is by choosing and using environmentally friendly products. Based on this issue, this research aims to understand how attitudes and subjective norms influence the intention to purchase environmentally friendly products, specifically cloth diaper and cloth pad, among Indonesian millennial and Gen Z women. This study employs a quantitative method using purposive sampling technique, conducted through an online survey using Google Forms. The survey was distributed to 100 respondents aged between 17 and 41 years old who have never purchased a menstrual cup. The analysis in this research was conducted using PLS-SEM with the SmartPLS software. Based on the analysis, it was found that attitude has a significant and positive influence on purchase intention, while subjective norms do not have a positive and significant influence."