The Role of Green Packaging Mediates the Effect of Green Product on Purchase Intention of Starbucks Tumbler (Study at Starbucks GriyaSantrian)

ABSTRACT : Purchase intention is one of the behaviors of consumers who wish to buy or choose a productbased on their experience, use and desire. Green product is a variable that can increase buying interest. Thegreen product in this study is the Starbucks Tumbler. The purpose of this study is to explain the effect of: greenproducts on purchase intention, green products on green packaging, green packaging on purchase intention andthe role of green packaging in mediating the effect of green products on purchase intention. The population inthis study were Starbucks GriyaSantrian consumers with 100 respondents using purposive sampling andanalyzed using path analysis. The results show that green product has a significant positive effect on purchaseintention, green product has a significant positive effect on green packaging, green packaging has a significantpositive effect on purchase intention and green packaging has a role to mediate the effect of green product onpurchase intention.

Keywords -green product, green packaging, purchase intention