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Attribution-!ShareAlike!4.0!International!(CC!BY!SA!4.0)!
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Vol.!03,!No.!11,!November!2023!
e"-"ISSN$:!2807-8691$|$p-"ISSN$:!2807-839X"
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IJSSR$Page!2954
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This%work%is%licensed%under%a%Attribution-ShareAlike%4.0%International%(CC%BY-SA%4.0)
The$Impact$of$Green$Product$Quality$on$Green$Satisfaction$
Mediated$by$Green$Perceived$Value:$An$Empirical$Study$of$
Eco-Friendly$Bag$Buyers$in$DKI$Jakarta$
$
Michael$Christianto$Leonardo
1
,$Fahrul$Riza
2
$
!Magister!Management,!Universitas!Bunda!Mulia,!Indonesian
1,2%
E-mail:!michaelcristia[email protected]
1
2%
Keywords$
$
ABSTRACT$
Green%Product%Quality,%Green%
Satisfaction,%Green%Perceived%Value.%
!
This% study% determines% whether% Green% Product% Quality% has% a%
simultaneous%and%partial%influence%on%Green%Satisfaction,%mediated%
by%Green%Perceived%Value%on%eco-friendly%bag%buyers%in%DKI%Jakarta%
and% surrounding% areas.% This% study% employs% a% quantitative%
correlational% method% using% primary% data% and% a% PLS-SEM% with%
SMARTPLS% 3.2.9,%a%questionnaire%as%the%instrument.%The%sample% size%
for% this% study% consists% of% approximately% 192% respondents.% The%
sampling%technique%used%is%Probability%Sampling%and%Hair%formula.%
Validity%and%reliability%tests,%and%hypothesis%testing%using%P-Values.%
These%research%findings%indicate% that%factors% such%as%the%purchase%of%
environmentally% friendly% bags,% both% Green% Product% Quality,%
Influence% Green% Satisfaction,% with% Green% Perceived% Value% as% the%
mediating%factor.%These%results%underscore%the%importance%of%using%
eco-friendly%products%and%advocating%for% the% Go% Green%movement%
from% this% point% onward% to% ensure% the% preservation% of% the%
environment%and%keep%the%earth%healthier.%
$
$
!
$
INTRODUCTION$
Disposable!plastic!packaging!is!increasingly!being!used,!even!though!it!is!nearly!impossible!to!
decompose,!making!it!harmful!to!the!environment!and!living!creatures.!Due!to!its!persistent!nature,!
globally,!only!about!9%!of!plastic!waste!has!been!recycled,!disposed!of!in!landfills,!ended!up!in!the!ocean,!
or!incinerated.!Considering!the!negative!impact!of!plastic!bags!on!the!environment,!awareness!of!the!
importance!of!using!Eco-friendly!(biodegradable)!bags!is!on!the!rise.!Unlike!plastic!bags,!Eco-friendly!
bags! can! be! easily! decomposed! in! their! production.! However,! like! other! environmentally! friendly!
products,!the!cost!of!producing!Eco-Friendly!bags!is!higher!than!that!of!plastic!bags!(Suhartanto!et!al.,!
2021).!
Environmental!co-consumer!behavior!is!crucial!for! sustainability! and!competitiveness!in!the!
environmentally! friendly! market.! This! research! model! suggests! that! Green! Product! Quality,! Green!
Satisfaction,!and!Green!Perceived! V alue!are!antecedents!of! custom er!intention!to!repurchase,! a!concept!
confirmed!in!many!studies,!including!those!related!to!Green!Products!(Suhartanto!et!al.,!2021).!
The!Green!Economy!is!an!approach!that!prioritizes!investments!and!consumption!of!goods!and!
services!that!support!environmental!improvement.!The!Green!Economy!is!also!considered!a!conceptual!
framework! for! achieving! sustainable! development! and! is! viewed! as! highly! inclusive! and! capable! of!
driving!increased!investments!(Acar!&!Yeldan,!2019).!
The! Green! Economy! can! offer! significant! opportunities! in! the! future! and! is! considered! a!
promising! alternative! for! sustainable! economic! development.! It! represents! an! evolution! in! concept,!
scope,! and! controversy! given! its! potential! to! reconcile! economic! motives! with! environmental!
International$Journal$of$Asian$Education$,!
Michael!Christianto!Leonardo
1
,!Fahrul!Riza
2
!
IJSSR$Page!2955!
considerations!(Acar!&!Yeldan,!2019).!
Products! provide! functional! benefits! to! customers! to! meet! their! needs.! The! features! and!
characteristics!of!the!product!or!service!reflect!Green!Product!Quality.!Therefore,!Green!Product!Quality!
means!fitness!for!use!or!suitability!for!needs.!Additionally,!previous!research!defines!Green!Product!
Quality!as!the!ability!to!satisfy!customers!and!the!market!(Uzir!et!al.,!2020).!
Green!Satisfaction!refers!to!customer!responses!after!purchasing!a!Green!Product!and!believing!
that!customers!will!be!satisfied!if!they!perceive!the!performance!of!the!purchased!Green!Product!to!be!
higher!than!their!expectations,!and!vice!versa.!Green!Satisfaction!reflects!the!Green!Product's!ability!to!
meet!customer!satisfaction!with!environmentally!friendly!bags.!Previous!research!suggests!that!Green!
Satisfaction!is!primarily!determined!by!the!quality!and!value!of!the!Green!Product!(Suhartanto!et!al.,!
2021).!
Green!Perceived!Value!is!built!on!the!equity!theory,!where!consumers!consider!the!relationship!
between!their!purchase!outcomes!and!inputs!from!the!services!provider.!Green!Perceived!Value!also!
represents! consumers'! intelligence! and! insight! regarding! exchanges! with! suppliers! and! the! relative!
benefits! of! the! costs! incurred.! Green! Perceived! Value! leans! towards! a! general! evaluation! of! actual!
benefits!given!or!received!(Ahmad!&!Zhang,!2020).!
According!to!previous!research!results,!Green!Product!Quality!Influences!Green!Satisfaction,!and!
Green!Product!Quality!also!influences!Green!Perceived!Value,!further,!Green!Perceived!Value!influences!
Green!Satisfaction!(Pahlevi!&!Suhartanto,!2020).!
Recent!studies!in!Green!Products!show!that!Green!Product!Quality,!Satisfaction,!and!Perceived!
Value!drive!consumer!trust.!Subsequent!research!in!Green!Products!confirms!the!relationships!between!
these! three! research! variables.! Regarding! the! quality-based! behavioral! intention! model,! Green!
Satisfaction!is!a!driver!(Suhartanto!et!al.,!2021).!
The!annual!waste!in!DKI!Jakarta!continues!to!increase,!resulting!in!tons!of!garbage.!Institutions!
dealing!with!waste-related!issues!have!provided!evidence!that! from!2019!to!2022,!waste!in!DKI!Jakarta!
has!been!drastically!increasing!(SIPSN,!2021).!
Today,!numerous!restaurants,!fast-food!outlets,!and!some!retail!stores!and!supermarkets!are!
beginning!to!reduce!the!use!of!disposable!plastic!bags.!For!instance,!Alfamart!and!Alfamidi!have!started!
using!Eco-Friendly!Bags!(Alfarmart,!2019).!Alfamart,!a!modern!retail!store,!has!begun!promoting!the!
“No! Plastic! Bag! Diet”! by! discontinuing! the! provision! of! single-use! plastic! bags! and! instead! offering!
environmentally!friendly!shopping!bags!under!its!brand!(Utomo!&!Dwiyanto,!2022).!
PT.!Sumber!Alfaria!Trijaya!Tbk!is!a!retail!company!engaged!in!the!trade!and!distribution!sector,!
and! it! has! expanded! into! the! minimarket! sector,! providing! essential! goods! at! affordable! prices.!
Currently,!the!Alfamart!industry!is!rapidly!growing!in!Indonesia!and!is!recognized!for!its!expertise!in!
implementing!Green!Marketing!concepts!(Alfarmart,!2020).!
The!relevant!and!concrete!research!gap!or!problem!in!this!study!is!the!lack!of!research!on!the!
simultaneous!impact!of!Green!Product!Quality,!Green!Satisfaction,!and!Green!Perceived!Value!in!the!
context!of!purchasing!eco-friendly!bags!in !DKI!Jakarta.!Therefore,!the!findings!of!this!study!will!provide!
new!insights!into!consumer!behavior!when!buying!eco-friendly!products.!While!many!previous!studies!
have!discussed!customer!satisfaction,!there!is!still!a!need!to!examine!variables!such!as!Green!Product!
Quality!and!Green!Perceived!Value!as!mediators!of!the!initial!impact!on!Green!Satisfaction.!Hence,!this!
research!will!help!fill!this!gap.!Furthermore,!buyers!of!eco-friendly!bags!may!have!characteristics!or!
behaviors!different!from!buyers!of!other!products.!This!provides!a!specific!perspective!on!consumer!
behavior!when!purchasing!eco-friendly!products!in!DKI!Jakarta,!which!The!Eco-Friendly!Bag!industry!
can!use!to!improve!the!quality!of!their!products.!
Based!on!the!background!of!the!problem!as!explained!above,!the!author!can!identify!a!gap!in!this!
study!related!to!the!issue!of!waste!from!products,!one!of!which!is!plastics.!Therefore,!it!is!necessary!to!
create!the!use!of!environmentally!friendly!products.!However,!it!is!understood!that!the!environmentally!
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friendly!process!will!make!the!product!different!from!what!consumers!are!accustomed!to.!Hence,!this!
research!investigates!consumer!satisfaction!and!value!related!to!environmentally!friendly!bags.!
The!objectives!to!be!achieved!in!this!research!are!as!follows!to!identify!and!analyze!the!influence!
of!Green!Product!Quality!on!Green!Satisfaction!and!Green!Perceived!Value,!to!identify!and!analyze!the!
influence!of!Green!Perceived!Value!on!Green!Satisfaction,!to!identify!and!analyze!the!influence!on!Green!
Product!Quality!on!Green!Satisfaction!mediated!by!Green!Perceived!Value.!
However,!there!are!potential!problems!that! may!arise!during!the!research!process.!These!issues!
may! include! small! sample! size,! respondent! bias,! a! short! data! collection! period,! inaccurate! variable!
measurements,! and! others.! Effective! solutions! to! these! potential! problems! include! careful! sample!
selection,!the!preparation!of!accurate!measurement!tools,!and!extending!the!data!collection!period!if!
possible.!
A!product! or! service! naturally!has! its!level! of!satisfaction! in! the! minds!of! consumers,!which!
determines!whether!consumers!continue!to!use!the!product!or!service.!Satisfaction!with!a!product,!such!
as!an!eco-friendly!bag,!depends!on!the!quality!of!the!bag.!High!product!quality!in!eco-friendly!bags!leads!
buyers!to!choose!and!use!them.!
Based!on!the!above!phenomenon!and!data!regarding!the!shift!from!conventional!to!eco-friendly!
products,!such! as! eco-friendly!bags,!it! is! evident! that!consumer!behavior!and!consumer!satisfaction!
standards!are!changing.!This! has!led!researchers!to!conduct!a!study!titled!“The!Impact!of!Green!Product!
Quality!on!Green!Satisfaction!Mediated!by!Green!Perceived!Value:!An!Empirical!Study!of!Eco-Friendly!
Bag!Buyers!in!DKI!Jakarta”.!
Green!Product!Quality!needs!to!be!a!focal!point!in!shaping!environmental!strategies!to!m inimize!
environmental!degradation!and!provide!advantages!for!companies!and!the!economy.!Green!Product!
Quality!can!be!measured!through!packaging,!design,!features,!and!product!warranties!(Tarabieh,!2018).!
High-quality! commodities! will! be! more! successful! regarding! customer! creation! and! retailer! or!
wholesaler! satisfaction! in! the! market.! Companies! are! increasingly! focusing! on! the! environmental!
friendliness!of!Green!Product!Quality!and!making!the!supply!chain!processes!eco-friendly!(Tarabieh,!
2018).!
Green! Product! Quality! is! an! aspect! that! can! mediate! the! influence! of! consumer's! attitudes!
towards!environmental!issues,!their!attitudes!towards!environmental!benefits,!and!information!about!
eco-friendly!products!on!environmentally!friendly!purchasin g!behavior!(Cheung!&!To,!2019).!!
In!some!research,!Green!Product!Quality!has!proposed!most!dimensions!to!measure!it,!which!
include! Performance,! Features,! Reliability,! Suitability,! Durability,! Serviceability,! Aesthetics,! and!
Perceived!Quality.!It!also!adds!another!"!Eco-friendliness!"!dimension!as!a!product!quality!dimension.!It!
further! suggests! “Product! Standards”,! “Environmental! Sustainability”,! “Recyclability”,! “Resource!
Conservation”,! “Energy! Efficiency”,! and! “Environmentally! Conscious! Packaging”! as! dimensions! to!
enhance!the!environmental!performance!of!products!(Souri!et!al.,!2018;!Uzir!et!al.,!2020)!
Previous!studies!have!shown!that!Green!Product!Quality!is!a!predictor!of!Green!Perceived!Value,!
and! it! is! the! only! empirical! evidence! that! illustrates! the! significant! effect! of! product! quality! on!
environmental!value!perception!(Uzir!et!al.,!2020).!
According! to! a! previous! study! on! product! features! such! as! functionality! and! utility,! Green!
Product!Quality!directly!affects!Green!Perceived!Value.!Consumers!can!evaluate!whether!a!product!or!
service!provides!value!for!their!money!(Uzir!et!al.,!2020).!
In!the!case!of!the!Bangladesh!electronic!household!appliance!market,!Green!Product!Quality!is!
considered!a!successful!predictor!for!customers!in!terms!of!Green!Perceived!Value!(Uzir!et!al.,!2020).!
Green!Perceived!Value!refers!to!the!contrast!between!customer!sacrifices!and!the!benefits!they!
receive!from!the!green!products!they!purchase.!Consumers! feel!treated!fairly,!satisfied,!and!loyal!if!they!
believe!that!the!proportion!between!their!sacrifices!and!their!benefits!is!at!least!balanced!(Pahlevi!&!
Suhartanto,!2020;!Suhartanto!et!al.,!2021).!
According!to!the!study,!Green!Perceived!Value!is!the!overall!consumer!assessment!of!the!utility!
International$Journal$of$Asian$Education$,!
Michael!Christianto!Leonardo
1
,!Fahrul!Riza
2
!
IJSSR$Page!2957!
of! a! product! (or! service)! based! on! their! perception! of! what! is! received! and! what! is! given.! Other!
researchers!state!that!Green!Perceived!V alue!is!an!aspect!experienced!or!perceived!by!consumers!when!
using!a!service!(Uzir!et!al.,!2020).!
According!to!a!study!previous!Green!Perceived!Value!is!a!strong!predictor!of!Green!Satisfaction.!
In!the!researcher's!view,!customers!will!feel!satisfied!when!the!benefits!outweigh!the!costs!significantly.!
Therefore,!Green!Perceived!Value!determines!Green!Satisfaction!(Uzir!et!al.,!2020).!
Consistent! with! previous! research,! supports! that! Green! Perceived! Value! positively! impacts!
Green! Satisfaction.!However,!there!is!debate!about!whether!Green!Perceived!Value!directly!or!indirectly!
affects!Green!Satisfaction.!Conducted!research!on!mobile!phone!users!in!Pakistan.!They!showed!that!
Green! Perceived!Value!has!a!positive!and!significant!impact!on!Green!Satisfaction!of!mobile!phone!users!
(Uzir!et!al.,!2020).!
Several! studies! on! this! relationship! conducted! by! researchers! examining! social! media! and!
blogging,!mobile!phone!user!engagement,!and!commercial!banking!found!that!Green!Perceived!Value!
positively! impacts! Green! Satisfaction.! An! earlier! study! in! Bangladesh! showed! that! Green! Perceived!
Value! significantly! influences! Green! Satisfaction! in! mobile! phone! services.! Similarly,! according! to!
previous!research,!Green!Perceived!Value!positively!affects!users!of!electronic!products!in!Bangladesh!
and!Green!Satisfaction!(Uzir!et!al.,!2020).!
According!to!previous!research,!Green!Satisfaction!reflects!the!ability!of!Green!Products!to!meet!
customer!satisfaction!with!environmentally!friendly!bags.!Studies!in!this!regard!indicate!that! the!quality!
and!value!of!green!products!primarily!determines!Green!Satisfaction.!Previous!research!has!reported!
that!quality!and!value!directly!impact!behavioral!intentions,!noting!that!quality!influences!behavioral!
intentions!toward!Green!Perceived!Value!and!Green!Satisfaction!(Pahlevi!&!Suhartanto,!2020).!
Green!Marketing!revolves!around!effectively!and!efficiently!meeting!customer! needs!and!desires!
to! enhance! their! satisfaction! while! adopting! practices! that! minimize! environmental! degradation! to!
benefit!society!and!the!environment!(Tarabieh,!2018).!
For! long-term! success,! Green! Satisfaction! holds! significant! importance! for! companies.!
Companies!directly!and!entirely!rely!on!customers! to!sell!their!products!and!services.!Suppose!customer!
satisfaction!is!not!deemed!important!by!the!company.!In!that!case,!the!consequences!can!be!substantial!
in!terms!of!loss!of!profits,!customers,!and!business,!leading!to!increased!costs!and,!ultimately!closure!
(Tarabieh,!2018).!
Customer!satisfaction!with!Green!Marketing!or!environmentally!friendly!practices!will!increase!
if! it! benefits! society! and! the! community! rather! than! focusing! on! self-centered! goals! such! as! profit!
generation!(Tarabieh,!2018).!
Furthermore,!the!term!Green!Satisfaction!is!the!customer!perception!that!the!use!of!products!
provided!by!the!company!falls!within!the!scope!of!green!environmental!concern!without!harming!the!
environment!and!complies!with!environmental!regulations!and!sustainability!requirements!and!that!
the!product!has!also!achieved!the!goals!set!to!satisfy!customer!desires!(Tarabieh,!2018).!
According!to! empirical!findings! from!many! previous! researchers,! Green! Product!Quality! is!a!
prerequisite!for!and!directly!related!to!Green!Satisfaction.!These!findings!support!the!idea!that!if!the!
quality!of!a!product!is!good,!customer!satisfaction!and,!ultimately,!customer!loyalty!will!certainly!be!
achieved!(Tarabieh,!2018).!
Amidst! the! increasing! environmental! awareness! and! resulting! regulations,! it! is! crucial! for!
companies!to!meet!customer's!environmental!needs!in!addition!to!product!differentiation!through!the!
development!of!environmentally!friendly!products!or!packaging.!Through!such!efforts,!companies!can!
achieve!customer!loyalty!and!competitive!advantage!(Tarabieh,!2018).!
Previous! research! has! explained! that! value! is! maximized! when! the! benefits! of! a! company's!
offerings!outweigh!the!associated!costs!(e.g.,!time!and!psychological!costs).!Therefore,!companies!must!
provide!more!value!to!customers,!such!as!providing!more!benefits!and!fewer!costs,!failing!to!do!so!can!
International$Journal$of$Social$Service$and$Research!! https://ijssr.ridwaninstitute.co.id/!
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lead!to!a!loss!of!the!potential!for!competitive!advantage.!Thus,!previous!research!predicts!that!Green!
Product!Quality! shapes! Green!Perceived! Value,!causing! customers! to!perceive! an! inviting! value! and!
reinforcing!Green!Satisfaction!(Uzir!et!al.,!2020).!
!
METHODS!
The! design! used! in! this! study! is! quantitative! research! with! a! Correlational! Design.! The!
Correlational!Design!measures!the!relationship!between!two!or!more!variables!without!manipulation.!
This!design!aims!to!evaluate!the!strength!and!direction!of!the!relationship!between!variables.!This!study!
is!titled!“The!Impact!of!Green!Product!Quality!on!Green!Satisfaction!Mediated!by!Green!Perceived!Value:!
An!Empirical!Study!of!Eco-Friendly!Bag!Buyers!in!DKI!Jakarta”.!!
The!time!frame!used!in!this!study!is!Cross-Sectional,!where!data!is!collected!from!respondents!
at!a!specific!point!or!period.!Cross-sectional!research!is!conducted!at!a!single!point!in!time!or!over!a!
short!period!where!researchers!collect!data!from!various!subjects!or!analytical!units!that!represent!the!
population!being!studied.!In!Cross-Sectional!research,!data!is!collected!simultaneously!from!different!
groups!of!respondents.!This!type!of!study!aims!to!provide!a!snapshot!or!analyze!variable!aspects!at!that!
specific!point!in!time.!
The!data!source!for!this!research!is!both!Primary!and!Secondary!Data.!Primary!Data!is!collected!
by!gathering!various!respondent!data!using!a!Google!Form!questionnaire!from!Eco-Friendly!Bag!Buyers!
in!DKI!Jakarta.!Secondary!Data!is! obtained! from! various! sources,! including!literature,! physical! or!e-
books,!previous!research!journals,!literature!reviews,!and!more!(Hair!et!al.,! 2018,!2019,!2020;! Hair,!J.!F.,!
Black,!W.!C.,!Babin,!B.!J.,!&!Anderson,!2019;!Hair!Jr,!J.!F.,!Hult,!G.!T.!M.,!Ringle,!C.!M.,!&!Sarstedt,!2021;!
Joseph!F.!Hair,!2021;!Jr!et!al.,!2018;!Sarstedt!M.,!2019).!!
The!measurement!scale!used!is!the!Likert!Scale,!a!type!of!measurement!scale!used!in!the!research!
to! measure! attitudes,! opinions,! perceptions,! or! assessments! of! respondents! towards! a! statement.!
Respondents!answer!the!Likert!Scale!by!marking,!for!example!with!a!checklist!or!a!cross!on!the!chosen!
response! that! reflects! their! level! of! agreement! or! disagreement! with! the! statement.! The! statement!
provided!has!options!such!as!(1:!Strongly!disagree!to!5:!strongly!agree)!was!used!in!the!questionnaire.!
This! study! used! 13! questionnaire! items,! with! minimum! and! maximum! sample! respondents!
using!the!formula,!Hair.!The!research!sample!consists!of!Eco-Friendly!Bag!Buyers!in!the!DKI!Jakarta!area!
and!its!surroundings.!When!distributing!the!questionnaire!online,!the!results!from!130!samples!were!
tested!using!SMARTPLS!3.2.9!and!were!found!not!to!meet!the!requirements.!Therefore,!the!researcher!
increased!the!sample!size!to!192!respondents!and!conducted!SMARTPLS!testing!again,!and!this!time,!
the!results!met!all!the!requirements!(Hair!et!al.,!2019;!Joseph!F.!Hair,!2021;!Jr!et!al.,!2018).!
The!sampling!technique!used!in!this!research!is!Simple!Random!Sampling!(SRS),!which!involves!
randomly!selecting!sample!members!from!the!population!without!considering!strata,!as!the!population!
is!considered!homogeneous.!Simple! Random!Sampling!is!a!random!sampling! method!in!which!each!
element!in!the! population! has!an!equal!chance!of!being!chosen!as! part!of!the!sample.!The!sampling!
technique!used!in!this!research!includes!both!Probability!and!Non-Probability!Sampling!Techniques.!To!
obtain!respondent!data,!the!researcher!used!Probability!Sampling!with!Simple!Random!Sampling!(SRS).!
The!Joseph.!F.!Hair!formula!was!then!used!to!determine!the!sample!size!(Hair!et!al.,!2019;!Joseph!F.!Hair,!
2021;!Jr!et!al.,!2018).!
The!research!instrument!involved!various!methods!to!collect!respondent!data,!including!Online!
Questionnaires!(Google!Forms).!In!this!study,!d ata!was!collected!through!a!questionnaire!distributed!to!
respondents!via!Google!Forms!for!them!to!fill!out!(Hair!et!al.,!2019;!Joseph!F.!Hair,!2021;!Jr!et!al.,!2018).!
The!data!analysis!technique!used!in!this!study,!with!a!relatively!small!sample!size!and!a!research!
framework!that!employ s!path!analysis,!is !Partial!Least!Square!Structural!Equation!Modeling!(PLS-SEM)!
using! SMARTPLS! 3.2.9! as! the! analysis! tool! (Benitez! et! al.,! 2020).! This! research! examines! the!
measurement!of!PLS-SEM!to!check!the!results!of!reliability!and!validity!testing!(Hair!et!al.,!2019;!Joseph!
International$Journal$of$Asian$Education$,!
Michael!Christianto!Leonardo
1
,!Fahrul!Riza
2
!
IJSSR$Page!2959!
F.!Hair,!2021;!Jr!et!al.,!2018).!
Furthermore,!the!validity!test!in!this!study!uses!the!results!of!Average!Variance!Extracted!(AVE)!
(AVE!>!0.5)!and!Outer!Loading!(OL)!(OL!>!0.7)!(Barati!et!al.,!2019).!According!to!a!study!previous!the!
validity!test!involves!loading!factor!values!with!a!minimum!value!above!0.5!and!preferably!0.7!(Barati!
et!al.,!2019).!The!reliability!test!in!this!study!uses!Cronbach’s!Alpha!(CA)!results!with!the!requirement!
of!(CA!>!0.7)!and!Composite!Reliability!(CR)!with!the!requirement!of!(CR!>!0.7)!(Barati!et!al.,!2019).!
This!research!by!Barati!!(2019)!data!analysis!techniques!with!several!testing!results,!including!
SEM! Assumption! Test! using! SMARTPLS! software,! Validity! and! Reliability! Testing,! and! Hypothesis!
Testing.!The!research!employs!data!processing!using!the!Structural!Equation!Modeling!(SEM)!method,!
namely!SMARTPLS!version!3.2.9.!The!hypothesis!testing!in!this!research!analyzes!SMARTPLS!(PLS-SEM)!
using!P-Value!significance,!with!the!standard!criterion!being!(P-Value!<!0.05)!(Ali!et!al.,!2020).!
$
RESULTS!
The! respondent! profile! in! this! study,! as! shown! in! Table! 1,! indicates! that! more! than! half! of!
respondents!are!predominantly!male!and!frequently!purchase!Eco-Friendly!Bags.!Based!on!Age,!the!data!
shows!that!more!than!half!of!the!respondents!in!this!study!are!generally!categorized!as!Eco-Friendly!
Bag!Buyers!within!the!age!range!of!17-30!years!old,!followed!by!respondents!aged!31-40!years!old.!
These!results!indirectly!suggest!that,!aside!from!the!need!factor,!the!interest!of!the!younger!generation!
in!purchasing!Eco-Friendly!Bags!continues!to!grow!to!support!the!Go!Green!campaign,!and!this!trend!is!
increasing!at!present.!This!age!group!perceives!Eco-Friendly!Bags!as!part!of!the!Go!Green!campaign!to!
raise!awareness!about!the! environment!and!change!their!lifestyle,!such!as!reducing!pollution!levels!and!
proper!waste!disposal,!particularly!in!the!DKI!Jakarta!area.!!
Furthermore,!the!results!also!reveal!the!educational!background!of!Eco-Friendly!Bag!Buyers,!
which!is!predominantly!composed!of!respondents!with!a!high!school!or!vocational!school!education,!
followed!by!respondents!with!a!Bachelor’s!Degree!or!higher.!The!largest!group!of!respondents!in!this!
study! comes! from! West! Jakarta,! followed! by! North! Jakarta,! South! Jakarta,! East! Jakarta,! and! Central!
Jakarta.!Eco-Friendly!Bags!motivate!respondents!to!actively!promote!the!Go!Green!movement!to!make!
the!surrounding!environment!healthier!and!ensure!proper!waste!disposal.!
The!first!test!in!this!research!is!the!measurement!of!the!PLS-SEM!Algorithm,!as!shown!in!Table!
2,!to!examine!the!reliability!and!construct!validity!results.!As!previously!explained,!the!reliability!tests!
in!this!study!use!the!criteria!CR!>!0.7!and!CA!>!0.7.!Furthermore,!the!validity!tests!in!this!research!use!
the!criteria!AVE!>!0.5!and!OL!>!0.7!or!0.5.!After!conducting!the!test,!the!items!that!meet!the!reliability!
and!validity!standards!in!this!study,!as!seen!in!Table!2,!are!4!items!of!the!G reen!Pro duct!Quality!variable!
with!indicators!(GPQ1,!GPQ2,!GPQ3,!and!GPQ4).!
Next,! for! the! Green! Perceived! Value! variable,! 5! items! meet! the! regulatory! standards! with!
indicators!(GP1,!GPV2,!GPV3,!GPV4,!and!GPV5).!And!finally,!for!the!Green!Satisfaction!variable,!4!items!
meet!the!standard!criteria!with!indicators!(GS1,!GS2,!GS3,!and!GS4).!
Table!2!shows!the!validity!results!for!the!Green!Product!Quality!variable!with!item!results!OL!
(GPQ1,! GPQ2,! GPQ3,! and! GPQ4)! greater! than! 0.7! and! AVE! results! greater! than! 0.5,! thus! indicating!
validity.!Reliability!results!indicate!that!CA!and!CR!are!greater!than!0.7,!indicating!reliability.!
For!the!Green!Satisfaction!variable,!validity!results!show!item!results!OL!(GS1,!GS2,!GS3,!and!
GS4)! greater! than! 0.7! and! AVE! results! greater! than! 0.5,! thus! indicating! validity.! Reliability! results!
indicate!that!CA!and!CR!are!greater!than!0.7,!indicating!reliability.!
For!the!Green!Perceived!Value!variable,!validity!results!show!item!results!OL!(GPV1,!GPV2,!GPV3,!
GPV4,!and!GPV5)!greater!than!0.7!and!AVE!results!greater!than!0.5,!thus!indicating!validity.!Reliability!
results!indicate!that!CA!and!CR!are!greater!than!0.7,!indicating!reliability.!
Table!2!also!displays!the!Mean!(Sample!Mean)!and!Standard!Deviation!(STDEV)!results.!The!
smallest!Mean!value!is!0.712!(GS2),!and!the!largest!Mean!value!is!0.917!(GPQ2).!STDEV!values!indicate!
International$Journal$of$Social$Service$and$Research!! https://ijssr.ridwaninstitute.co.id/!
IJSSR$Page!2960!
results!smaller!than!the!mean!values!(Mean),!explaining!the!variation!in!the!data!and!indicating!good!
representation!for!use!in!this!overall!research!data.!!
The!results!of!hypothesis!testing!or!significance!in!this!research,!as!shown!in!Table!3!consist!of!
two!parts:!Direct!Effects!and!Mediation!Effects.!Hypothesis!testing!in!this!research!uses!p-value!results,!
where!the!standard!criterion!is!p!<!0.05,!indicating!that!the!hypothesis!is!accepted.!The!results!on!the!
direct!influence!paths!show!three!hypotheses!with!significant!results!and!values!smaller!than!(p!<!0.05).!
Furthermore,!the!results!on!the!mediation!effects!in!this!research!explain!the!mediation!effects,!
with!results!showing!p!<!0.05.!Examining!these!results,!it!can!be!further!explained!that!Green!Product!
Quality!influences!Green!Perceived!Value,!with!a!p-value!of!(0.000!<!0.05),!in!other!words,!Hypothesis!
One!(H1)!is!Accepted.!However,!the!subsequent!results!explain!that!Green!Perceived!Value!influences!
Green!Satisfaction,!with!a!p-value!of!(0.000!<!0.05),!in!this!case,!Hypothesis!Two!(H2)!is!Accepted.!!!
Regarding! the! next! set! of! results,! this! means! that! Green! Product! Quality! influences! Green!
Satisfaction,!with!a!p-value!of!(0.000!<!0.05),!and!Hypothesis!Three!(H3)!is!Accepted.!Regarding!the!
mediation! effects,! it! is! explained! in! these! results! that! Green! Satisfaction,! when! mediated! by! Green!
Perceived!Value,!influences!Green!Product!Quality!with!a!p-value!of!(0.000!<!0.05),!so!Hypothesis!Four!
(H4)!is!Accepted.!
!
Table$1:$Respondent$Profile$and$Indicators$
Source:$Processed!by!the!authors;!n=192!
$
Table$2:$PLS-SEM$Algorithm$or$Measurement$
Variable$-$Item$
MEAN$
STDEV$
OL$
AVE$
CA$
CR$
$
GPQ1$
0.893$
0.015$
0.894!
$
$
$
Green$Product$
Quality$
GPQ2$
0.917$
0.012$
0.917!
0.798!
0.916!
0.941!
Profile$
Frequency$
$
N$
%$
Gender$
Male$
143$
74.5$
$
Female$
49$
25.5$
Age$
A.$17-30$Years$Old$
148$
77.1$
$
B.$31-40$Years$Old$
44$
22.9$
$
C.$41-50$Years$Old$
0$
0$
$
D.$(>)$50$Years$Old$
0$
0$
Educational$Background$
Primary$School$
0$
0$
$
Junior$High$School$
0$
0$
$
Senior$High$School$
112$
58.3$
$
Bachelor’s$Degree$or$Higher$
80$
41.7$
Current$ Residence$ or$ Domicile$
(Area)$
West$Jakarta$
79$
41.1$
$
North$Jakarta$
44$
22.9$
$
South$Jakarta$
27$
14.1$
$
East$Jakarta$
21$
10.9$
$
Central$Jakarta$
21$
10.9$
$
Outside$Jakarta$(Other)$
0$
0$
International$Journal$of$Asian$Education$,!
Michael!Christianto!Leonardo
1
,!Fahrul!Riza
2
!
IJSSR$Page!2961!
$
GPQ3$
0.853$
0.022$
0.855!
!
!
!
$
GPQ4$
0.906$
0.013$
0.907!
!
!
!
Green$
Perceived$
Quality$
GPV1$
0.833$
0.028$
0.833!
!
!
!
$
GPV2$
0.864$
0.016$
0.865!
!
!
!
$
GPV3$
0.782$
0.032!
0.781!
0.684!
0.884!
0.915!
$
GPV4$
0.779$
0.036$
0.782!
!
!
!
$
GPV5$
0.866$
0.023$
0.868!
!
!
!
Green$
Satisfaction$
GS1$
0.892$
0.015$
0.893!
!
!
!
$
GS2$
0.712$
0.044$
0.718!
0.707!
0.859!
0.906!
$
GS3$
0.881!
0.013!
0.882!
$
$
$
$
GS4$
0.859!
0.019!
0.860!
$
$
$
Note:!OL=Outer!Loading;!STDEV=Standard!Deviation;!CA=Cronbach’s!Alpha;!CR=Composite!Reliability;!
AVE=Average!Variance!Extracted.!Source:!SMART!PLS!3.2.9;!n=192!
$
Table$3:$Hypothesis$Tests$or$Significance$Test$
Path$
STDEV$
P-Value$
Remark$
Direct"Effects$
Green!Product!Quality!->!Green!Perceived!Value!
0.015$
0.000!
Significant!
Green!Product!Quality!->!Green!Satisfaction!
0.062$
0.000$
Significant!
Mediating"Effect!
Green!Perceived!Value!->!Green!Satisfaction!
0.061$
0.000$
As!a!Mediator!
Source:$SMART!PLS!3.2.9;!n=192!
!
International$Journal$of$Social$Service$and$Research!! https://ijssr.ridwaninstitute.co.id/!
IJSSR$Page!2962!
!
Figure$1.$PLS-Bootstrapping!
CONCLUSION$
The!quantitative!data!analysis!in!this!study!reveals!a!positive!and!significant!relationship!between!
Green!Product!Quality,!Green!Perceived!Value,!and!Green!Satisfaction!in!the!context!of! environmentally!
friendly! bags.! The! findings! suggest! that! enhancing! the! quality! of! environmentally! friendly! bags,!
particularly! in! terms! of! green! aspects,! positively! influences! both! perceived! value! and! customer!
satisfaction.!Manufacturers!are! encouraged!to!focus!on!improving!product!quality,!utilizing!recycled!
materials,! and! adopting! sustainable! production! processes! to! maximize! the! perceived! value! among!
customers.! Effective! communication! about! environmental! values! is! also! crucial! to! boost! customer!
satisfaction.!The!study!acknowledges!limitations,!such!as! the!specific!locations!and!scope,!urging!future!
research!to!broaden!the!geographical!area!and!include!a!more!extensive!sample!size.!Additionally,!it!
suggests! potential! research! directions! in! the! realm! of! Environmental! Sustainability,! exploring!
innovations,! climate! change! impacts,! and! corporate! compliance! with! environmental! regulations.!
Overall,!this!study!provides!valuable!insights!for!manufacturers!and!researchers!aiming!to!understand!
and!enhance!the!relationships!between!green!product!attributes,!customer! perception,!and!satisfaction!
in!the!environmentally!friendly!bag!industry.!
$
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International$Journal$of$Asian$Education$,!
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,!Fahrul!Riza
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!
IJSSR$Page!2963!
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!!
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Michael!Christianto!Leonardo,!Fahrul!Riza
##
(2023)$
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