DAMPAK SIKAP DAN KEPEDULIAN LINGKUNGAN TERHADAP PERILAKU PEMBELIAN PRODUK HIJAU: GENDER SEBAGAI VARIABEL MODERASI

This study aims to determine the impact of attitudes and environmental concerns on green product purchasing behavior: Gender as a moderating variable. The subjects in this study are people who are currently using or have used Tupperware products in the Special Region of Yogyakarta. The sample in this study were 140 respondents, the sampling technique used nonprobability sampling techniques with side purposive methods and then distributed questionnaires to respondents using google form. The analytical tools used in this research are Multiple Linear Regression and MRA (Moderating Regression Analysis) using the SPSS application. Based on the results of the study, it shows that environmental attitudes have a positive and significant effect on green product purchasing behavior and environmental awareness has a positive and significant effect on green product purchasing behavior. gender as a moderating variable has a significant effect but has the effect of reducing the influence of environmental attitudes on purchasing behavior of green products, and gender as a moderating variable has a significant effect but has the effect of reducing the effect of environmental awareness on purchasing behavior of green products.