Study of Green Product Value with Sustainable Brand as a Moderating Variable Elisabeth Y Metekohy, Lia Ekowati, Fatimah, Efriyanto, Supriatnoko
Politeknik Negeri Jakarta
Abstract
Abstract. The focus on green business is increasing, but not all investors are committed to green products due to their high costs and innovative technologies. According to a Katadata Insight Centre survey in 2021, only 28% of consumers understand green products. This study aims to analyze the moderating effect of Sustainable Brand on the relationship between Green Product Awareness (GPA), Green Product Concern (GPC), Green Product Perception (GPP), and Green Product Value (GPV). The population consists of consumers in Jakarta and its surroundings. A sample of 100 individuals was selected using a combination of purposive and convenience sampling. Data analysis was performed using Moderated Regression Analysis (MRA) with SPSS 23. The results show that Green Product Awareness (GPA) explains 30.5% of the variation in Green Product Value (GPV). Green Product Concern (GPC) explains 14% of the variation in Green Product Value (GPV), and Green Product Perception (GPP) explains 28.1% of the variation in Green Product Value (GPV), with the remaining variation explained by variables outside the study. Sustainable Brand (SB) can moderate GPA with Green Product Value by 10.8%. SB can moderate GPC with GPV by 15.2%, while for the variable GPP, SB did not effectively moderate. The implications of this research suggest that further efforts are needed from the government, businessman/entrepreneur, and society to enhance consumer awareness, concern, and perception of green products to create a better environment
Keywords: Green Product Awareness, Green Product Concern, Green Product Perception, Green Product Value, Sustainable Brand
