Persepsi Konsumen tentang Greenpreneurial Orientation dan Green Purchase Intention

Intensifying consumers’ green lifestyle has created consumer intention to purchase a green product or a product from a green orientation company. Such green purchase intention has motivated companies also to be greenpreneurial orientation. This research aims to understand consumers’ perception of greenpreuneurial orientation and green purchase intention, as well as to confirm their relationship. The research addresses those who bought a green product from a company. Data was gathered using google forms distributed online at the predetermined time. The questionnaire comprising questions on greenpreneurial orientation and green purchase intention resulted in 114 complete questions. A structural equation model was applied to identify the perception of greenpreuneurial orientation and green purchase intention, and regression was used to test their relationship. The result shows that a company with a greenpreneurial orientation refers to a qualified organization that produces green products and communicates it’s green. Meanwhile, green purchase intention refers to the preference for green products, greenpreneurial orientation company, and participation in green actions. The research also confirms that greenpreneurial orientation significantly influences green purchase intention. To increase consumers’ intention to purchase green products, companies must communicate their green orientation and involve them in green actions.