Influence of Green Knowledge, Attitude, and Practices (KAP) Towards Product Purchase Decision. Study Case: PT Pertamina Hulu Rokan Employee

Abstract

With the increasing importance of environmental sustainability, the behavior of individual and businesses toward green practices become higher. However, Riau is one of the city in Sumatra Province still produce the fifth largest waste in Indonesia. PT Pertamina Hulu Rokan is one of the companies in Riau who strongly promote CSR and ESG practice that support environmentally sustainability. This study aims to investigate the influence of green knowledge, attitudes, and practices on purchasing decisions and expected green product feature for daily use. Data were collected through survey using questionnaire that involves 289 respondents with purposive sampling technique and used quantitative descriptive approach with multiple regression analysis. The result show that green knowledge, attitudes and practices has a positive influence towards product purchase decision and improved sustainable packaging solutions by use of eco-friendly materials to enhance sustainable consumer behavior.