Eksplorasi kepedulian, tanggung jawab, dan sikap lingkungan terhadap konsumsi hijau Generasi Y-Z

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Diterbitkan: Nov 14, 2025
DOI: https://doi.org/10.28932/jmm.v25i1.13327
Kata Kunci:
environmental attitude, environmental concern, environmental responsibility, Generation Y and Z, green consumption behavior Generasi Y dan Z, kepedulian lingkungan, perilaku konsumsi hijau, sikap lingkungan, tanggung jawab lingkungan

Isi Artikel Utama

Theresia Vania Raditya
Fakultas Ekonomi dan Bisnis, Universitas Katolik Indonesia Atma Jaya
Yasintha Soelasih
Fakultas Ekonomi dan Bisnis, Universitas Katolik Indonesia Atma Jaya

Abstrak

Permasalahan lingkungan yang timbul akibat sampah plastik, khususnya botol plastik sekali pakai, menegaskan pentingnya praktik konsumsi yang lebih berkelanjutan. Penelitian ini bertujuan untuk menguji pengaruh kepedulian lingkungan, tanggung jawab lingkungan, dan sikap lingkungan terhadap perilaku konsumsi hijau, dengan berfokus pada penggunaan botol minum isi ulang sebagai alternatif botol plastik sekali pakai. Selain itu, penelitian ini juga menganalisis peran moderasi karakteristik generasi, khususnya Generasi Y dan Z dalam hubungan tersebut. Penelitian ini menggunakan metode pengambilan sampel non-probabilitas dengan teknik purposive sampling, yaitu pemilihan partisipan berdasarkan pertimbangan peneliti terhadap karakteristik tertentu yang dianggap paling relevan dengan tujuan penelitian. Responden yang dipilih sebanyak 135 orang berusia 13-44 tahun yang memiliki pengalaman menggunakan botol minum isi ulang. Analisis data dilakukan dengan teknik Partial Least Squares Structural Equation Modeling (PLS-SEM) menggunakan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa tanggung jawab lingkungan berpengaruh positif dan signifikan terhadap perilaku konsumsi hijau, begitu pula sikap lingkungan. Sementara itu, kepedulian lingkungan juga berpengaruh positif, namun pengaruhnya berbeda lintas generasi. Moderasi generasi mengungkapkan bahwa Generasi Z menunjukkan kepedulian lingkungan yang lebih kuat, sedangkan Generasi Y lebih konsisten dalam menerjemahkan tanggung jawab moral dan sikap pro-lingkungan ke dalam praktik konsumsi hijau. Implikasi penelitian ini memberikan masukan praktis bagi pengembangan kampanye lingkungan dan strategi pemasaran yang lebih efektif untuk mendorong adopsi produk ramah lingkungan di kalangan generasi muda.

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Cara Mengutip
Raditya, T. V., & Soelasih, Y. (2025). Eksplorasi kepedulian, tanggung jawab, dan sikap lingkungan terhadap konsumsi hijau Generasi Y-Z. Jurnal Manajemen Maranatha, 25(1), 129–142. https://doi.org/10.28932/jmm.v25i1.13327
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Vol 25 No 1 (2025): Jurnal Manajemen Maranatha
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