Identification Variables that Influence Attitudes and Intention in Buying Green Products as Recommendations in the Green Manufacturing Industry

Understanding consumer behavior regarding attitudes and intention in using green products is an important thing for producers to develop more targeted and efficient marketing strategies that suit consumer needs and desires, so that they can increase sales of green products produced by companies in the green manufacturing industry and increase the competitiveness of green products in the market. This research aims to identify the variables influencing consumers' attitudes and purchasing interest towards green products. The results will then be used to recommend which variables companies should prioritize in producing environmentally friendly products. This research employed purposive sampling as its sampling technique, along with a questionnaire survey targeting consumers who use green products in the DIY area. For data processing, the research employed the Structural Equation Model-Partial Least Squares (SEM-PLS) method using the SmartPLS 4 tool, and the results showed support for the attitude-behavior context theory. Environmental awareness, perceptions of green products, and perceptions of eco-innovation are factors that influence attitudes toward green products, which in turn encourage consumer interest in purchasing green products. These results have implications for company management, suggesting that companies should undertake product certification to ensure safety, promote environmentally friendly products, and adopt innovations in green products.