PENGARUH GREEN LIFESTYLE TERHADAP KEPUTUSAN PEMBELIAN MAHASISWA POLITEKNIK NEGERI AMBON

Abstract

This study aims to measure the green lifestyle of students at State Polytechnic of Ambon using indicators such as environmental knowledge, attitudes towards the environment, awareness of environmental issues, pro-environmental behavior, and social influence on purchasing decisions. The research problem is: How do the green lifestyle affect students' decisions when purchasing eco-friendly products? This research employs a quantitative approach to measure the green lifestyle among students. The population of this study includes all active students of Ambon State Polytechnic in the even semester of the 2023/2024. A proportional sampling method was used over a specific period with accidental sampling techniques. Data collection for this research was conducted using a questionnaire designed with a Likert Scale. Descriptive analysis was used to describe the respondents and variables, while multiple regression was used to analyze the effects of the independent variables—environmental knowledge (X1), attitudes towards the environment (X2), awareness of environmental issues (X3), pro-environmental behavior (X4), and social influence (X5)—on the dependent variable, which is the decision to purchase eco-friendly products (Y). The results indicate that Pro-environmental Behavior (X4) has the most significant impact on Purchasing Decisions (Y) among students. Meanwhile, other variables did not show a significant impact.