The Effect of Quality Perception, Price Perception, and Attitude Towards Eco-Friendly Products on Green Purchase Intention in IKEA Consumers in Indonesia

Environmental issues are driving significant changes in people's consumption behavior, including increasing interest in environmentally friendly products. This study aims to analyze the influence of perceived quality, price perception, and attitudes towards environmentally friendly products on the green purchase intention of IKEA consumers in Indonesia. This study used a quantitative approach with a survey method of 20 pre-survey respondents as the initial part of a follow-up study. The results show that the three variables: quality perception, price perception, and attitude towards green products have a positive influence on consumers' purchase intention towards environmentally friendly products. The novelty of this study lies in its specific context, which is to test consumers' green purchase intention towards IKEA in Indonesia with a focus on the younger generation, and combine three main variables in one analytical framework that has not been widely studied before in the Indonesian literature.