eprintid: 9271
rev_number: 11
eprint_status: archive
userid: 2098
dir: disk0/00/00/92/71
datestamp: 2024-09-19 02:59:13
lastmod: 2024-09-19 02:59:13
status_changed: 2024-09-19 02:59:13
type: article
metadata_visibility: show
contact_email: repository@staff.ukdw.ac.id
creators_name: , Budi Sutedjo Dharma Oetomo
creators_name: , Singgih Santoso
creators_id: 0503037001
creators_id: 0510046401
title: THE ROLE OF DIGITAL SOCIAL MEDIA IN THE FORMATION OF ATTITUDES TOWARDS GREEN PRODUCTS AMONG INFORMATION LITERATE YOUTH
ispublished: pub
subjects: BF
divisions: fak_bisnis
full_text_status: public
keywords: Attitude, Digital Social Media, Green Product, Purchase Intention, Value Consciousness
abstract: Purpose: This article aims to know to what extent the practice of using social media in Indonesia can influence the attitudes of young people, who already have digital technology literacy, towards current global issues, especially environmentally friendly products.

Design/Method/Approach: The research design is a quantitative approach using a survey method with a questionnaire to find out the opinions of respondents. Using structural equation modeling (SEM), the research will test a number of hypotheses developed in this article. A sample size for this research is 137 respondents.

Findings: According to SEM analysis using AMOS, green product knowledge does not affect attitudes towards green products, but communication through social media marketing and value consciousness of products are proven to affect consumer attitudes. Furthermore, attitude is proven to affect intention to purchase green products positively and significantly.

Theoretical Implications: In conclusion, it turns out that product knowledge has no effect on determining consumer attitudes. It shows the need for other relevant variables in the research model as there is an interesting phenomenon of products that are classified as unique among young people in developing countries.

Practical Implications: Social media activists and big companies in Indonesia can influence their young followers to care about the environment and promote affordable green products.

Originality/Value: It includes awareness of the importance of using green products among young people, as well as a research model to determine buying behavior while purchasing green products.

Research Limitations/Future Research: This research has several limitations. Most importantly, the sample in this study was limited by selecting a sample of the younger generation in Indonesia. It would be more useful for future studies to use a wider sample of income levels. In addition, for future empirical research it is more useful to add many independent variables, such as product quality and the country of origin of the product.
date: 2023-09-21
publication: European Journal of Management Issues
volume: 31
number: 3
publisher: Faculty of Economics, Oles Honchar Dnipro National University, Dmytro Yavornytsky Avenue, 35, Academic Building 5, Dnipro, Ukraine, 49010
pagerange: 188-194
id_number: doi:10.15421/192316
refereed: TRUE
issn: 2523-451X
official_url: https://doi.org/10.15421/192316
funders: budi@staff.ukdw.ac.id
citation:   Budi Sutedjo Dharma Oetomo and Singgih Santoso  (2023) THE ROLE OF DIGITAL SOCIAL MEDIA IN THE FORMATION OF ATTITUDES TOWARDS GREEN PRODUCTS AMONG INFORMATION LITERATE YOUTH.  European Journal of Management Issues, 31 (3).  pp. 188-194.  ISSN 2523-451X     
document_url: https://katalog.ukdw.ac.id/9271/1/The%20Role%20of%20Digital%20Social%20Media.pdf