The purpose of this study is to discover the variables which have influences towards green purchase intention in Indonesia. In this study, green corporate perception, eco-label, green packaging, green advertisement, and green product value were used as factors that might influence green purchase intention. The total sample size involved 572 Indonesian aged above 17. The data were gathered through an online survey questionnaire. To analyze the data, multiple regression analysis was adopted for the five-factor hypotheses test. The results showed that green corporate perception, green packaging, green advertisement, and green product value had significantly positive influences on green purchase intention. However, it was also revealed that eco-label had no significant influences on green purchase intention. Furthermore, the results highlighted that green packaging and green product value contributed the most to the explanation of consumers’ green purchase intention in Indonesia.

Approval Letter i
ACKNOWLEDGEMENTS ii
Table of Content iv
Abstract vi
List of Tables vii
List of Figures viii
CHAPTER ONE: INTRODUCTION 1
1.1 Research Background 1
1.2 Purposes of the Study 7
CHAPTER TWO: LITERATURE REVIEW AND HYPOTHESIS ESTABLISHMENT 8
2.1 Green Product 8
2.2 Green Purchase Intention 9
2.3 Factors Influencing Green Purchase Intention 10
2.3.1 Green Corporate Perception 10
2.3.2 Eco-label 12
2.3.3 Green Packaging 15
2.3.4 Green Advertisement 17
2.3.5 Green Product Value 19
CHAPTER THREE: METHODOLOGY 22
3.1 Research Design 22
3.2 Data Collection Method 24
3.3 Measurements of Variables 25
3.4 Content Validity 28
3.5 Reliability Test 31
3.6 Demographic Variable and Green Product Purchase Experience 32
CHAPTER FOUR: EMPIRICAL RESULTS AND DISCUSSIONS 40
4.1 Descriptive Statistic of Green Purchase Intention across Demographic Variables 40
4.1.1 Gender by Green Purchase Intention 41
4.1.2 Age by Green Purchase Intention 42
4.1.3 Education by Green Purchase Intention 43
4.1.4 Income by Green Purchase Intention 45
4.2 Descriptive Analysis of Independent Variables 47
4.3 Correlation Analysis 49
4.4 Multiple Regression Analysis 51
4.5 Discussions 53
CHAPTER 5: CONCLUSIONS 64
5.1 Summary and Recommendations 64
5.2 Limitations and Suggestions for Future Studies 69
REFERENCES 70
APPENDIX: QUESTIONNAIRE 75

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