THE EFFECT OF CONSUMER ETHICAL BELIEFS ON GREEN BUYING INTENTION: SOCIAL DILEMMA AS A MEDIATING VARIABLE
This study uses an ethical aprroach to explain green buying intentions. The results of the study so far have shown inconsistency. Costumer ethics will trigger their reasoning and lead to dilemma situations. To reduce a dilemma situations, consumer will do something good, one of them is by making an intention to buy green products. The purpose of this study is to examine the influence of consumer ethical beliefs on green buying intention with social dilemma as a mediating variable. The sample in this study is 126 respondents. The analysis technique used path analysis. The result of this studi is social dilemma indicate that social dilemma does not mediate the effect of consumer ethical beliefs on green buying intention.
Keywords: green consumerism, ethical beliefs, social dilemma, green purchase intentiton
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