RAYHAN ARIFINNUR IMAN, SATRIA FADIL PERSADA, RENY NADLIFATIN2 AND MOHAMMAD RAZIF
Abstract
This research is conducted to investigate the role of social media opinion leader related to millennial generation in perceiving the green behavior on product. The focused opinion leader in this research is in the online social media. A total of 180 respondents are participated in this research. A structural equation model is used as the analysis method. Three hypotheses are proposed, and 4 factors are involved. The result reveals that the entire hypotheses are accepted. Several theoretical and practical implications are discussed. Ensuring the consumer to perceive the positive value on opinion leader toward green behavior will contribute to the positive behavior on environment.