The Role of Price Sensitivity and Green Knowledge Moderate the Influence of Eco-Label and Eco-Brand on Repurchase Intention in Green Product (Study of Sensatia Botanicals Product Consumers in Denpasar, Bali, Indonesia)

ABSTRACT : Repurchase intention is the intention to make purchases in the future and is done repeatedly based on a positive attitude from past buying experiences. Along with the times, green products are increasingly in demand by people in purchasing personal care products or household products. The number of green living campaigns provides a great impetus for green product consumers to repurchase green products. This study aims to determine the role of price sensitivity and green knowledge in moderating the effect of eco-labels and ecobrands on repurchase intention of green products. The sample used in this study are126 people with a purposive sampling technique. The data was collected through a questionnaire and analyzed using Moderated Regression Analysis. Based on the analysis, Eco-label has a positive and significant effect on Repurchase Intention. Ecobrand has a positive and significant effect on Repurchase Intention. Price Sensitivity does not moderate the effect of Eco-label on Repurchase Intention. Green Knowledge moderates the effect of Eco-brand on Repurchase Intention.
Keywords -Price Sensitivity, Green Knowledge, Eco-Label, Eco-Brand, Repurchase Intention