COMPARISON OF GREEN PRODUCT PURCHASE INTENTIONS WITH GREEN CAMPAIGN INTERVENTION (SELF DETERMINATION THEORY CONCEPT)

Abstract

Intention to purchase green products must be increased in line with the product's green opportunities. Self Determination Theory is a theory that uses 6 complete continuums starting from unmotivated or amotivation, external regulation, introjected regulation, identified regulation, integration regulation, and intrinsic regulation to determine the influence on the intention to purchase green products by conducting campaign interventions researching pre-intervention and post-intervention green campaign with images, lectures, and videos. The comparative positivism quantitative method involving 210 respondents was analyzed using the SEM tool WrapPls 7.0. all items were accepted because they had a validated AVE value above 0.5 and reliable composite reliability ≥ 0.7. Research results Purchase intention becomes better if an environmental campaign is carried out. Self Determination Theory has a strong model in influencing the intention to purchase green products and becomes stronger with environmental campaigns. Building environmental values is important to do by providing promotions as well as proving that there is real environmental concern in the company. Identified regulation and intrinsic regulation variables are strong variables in influencing the intention to purchase green products. The research findings are that introjected regulation has significant results after the campaign, so it is important to provide a campaign so that consumers are motivated