Putri, Mutiara Ananta Rinefi (2025) Persepsi Terhadap Roduk Ramah Lingkungan dengan Intensi Membeli : Studi Pada Generasi Muda Di Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The increasing complexity of environmental issues has led to a growing awareness of the importance of using environmentally friendly products, particularly among the younger generation. This study aims to examine how perceptions of environmentally friendly products specifically price, quality, availability, and ease of use affect purchase intention among young people in Pekanbaru. This research employed a quantitative approach with a correlational design. The sample consisted of 388 respondents aged 15–23 who had previously used or purchased eco-friendly products. Data were analyzed using Pearson Product Moment correlation and multiple linear regression. The results showed that all dimensions of product perception had a positive and significant relationship with purchase intention. Among the variables, perceived ease of use had the strongest influence on purchase intention, followed by availability, quality, and price. These findings suggest that positive consumer perceptions of environmentally friendly product attributes can enhance purchase intentions among youth.

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