This research aims to identify the factors that influence the purchase
intention of environmentallyfriendly products among the students in the Special
Region ofYogyakarta (DIY). This research modifies previous studies conducted in
India (Purohit , 2012) and Pakistan (Habib et al.,2010). In previous studies it was
found that attitudes toward print advertising,attitudes toward television
advertising,consumer experience, and level of effectiveness of environmental
products significantly contribute to the decision of purchasing environmentally
friendly products while the credibility factor and the image of the product does not
have a significant relationship in the purchasing decisions of environmentally
friendly products(Purohit, 2012).And research conducted by Habib et al.(2010)
found that consumers in Pakistan care about the environment and intend to buy
environmentally friendly products. In addition,consumers in Pakistan have an
interest in a print ad,but more like television commercials.In this research will be
investigated whether the same findings also apply to students in Special Region
ofYogyakarta (DIY).
This research adopted the instrument in previous research conducted in
India and Pakistan. Data collected by the survey method. Data processing was
conducted using multiple linear regression.
This research found that the attitude towards print advertising (newspapers
and magazines) and the information in environmental advertising has a positive
effect on purchase intention of environmental friendly products, while the other
variables, that is attitudes toward television advertising, relevance of
environmental with respondents daily life, credibility of claim in advertising and
perceived effectiveness of environmental behavior is not a positive influence on
purchase intention of environmental friendly products.