THE INFLUENCE OF GREEN MARKETING, GREEN ENVIRONMENT, AND GREEN PRACTICES ON GREEN CONSUMER BEHAVIOR (A CASE STUDY OF UWINFLY ELECTRIC MOTORCYCLE CONSUMERS IN WONOSOBO)

Abstract

Green consumer behavior has become an important focus in understanding purchasing decisions for environmentally friendly products amid current environmental issues. The promotion of eco-friendly vehicles has been widely implemented; however, the situation in Wonosobo indicates that the adoption of electric motorcycles remains very limited. This study aims to examine the influence of green marketing, green environment, and green practice on green consumer behavior. The independent variables in this study are green marketing, green environment, and green practice, while the dependent variable is green consumer behavior. The data used are primary data and are analyzed using multiple regression analysis. The results of this study indicate that green marketing, green environment, and green practice have a positive and significant effect on green consumer behavior.