Faktor-faktor pendorong intensi membeli produk vegan

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Diterbitkan: Nov 28, 2022
DOI: https://doi.org/10.28932/jmm.v22i1.5162
Kata Kunci:
animal welfare, environmental concern, healthy awareness, social influence, vegan product animal welfare, environmental concern, healthy awareness, social influence, vegan product

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Brian Jordy
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Katolik Indonesia Atma Jaya
Dwinita Laksmidewi
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Katolik Indonesia Atma Jaya

Abstrak

Vegetarian merupakan tren gaya hidup sehat yang sedang berkembang di dalam beberapa tahun ini. Penelitian ini bertujuan untuk menganalisis pengaruh environmental concern, healthy awareness, social influence, animal welfare, dan attitude toward consumption sebagai variabel mediasi dapat memengaruhi intensi membeli produk vegan di Jabodetabek. Penelitian ini mengambil sampel    penelitian sebanyak 130 orang responden vegetarian yang tinggal di Jabodetabek menggunakan teknik Purposive Sampling. Hasil penelitian menunjukan bahwa social influence dan animal welfare berpengaruh signifikan terhadap intensi membeli produk vegan.  Attitude toward consumption menjadi mediasi yang signifikan dalam pengaruh social influence dan animal welfare terhadap intensi membeli. Sedangkan environmental concern dan healthy awareness tidak berpengaruh signifikan terhadap intensi membeli produk vegan. Dan attitude toward consumption tidak dapat menjadi mediasi yang signifikan dalam pengaruh environmental concern dan healthy awareness terhadap intensi membeli. Bagi pemasar di industri vegan, hasil penelitian ini berimplikasi pada pentingnya edukasi konsumen mengenai kaitan kesehatan konsumen dan kesejahteraan hewan, dengan produk vegan.

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Cara Mengutip
Jordy, B., & Laksmidewi, D. (2022). Faktor-faktor pendorong intensi membeli produk vegan. Jurnal Manajemen Maranatha, 22(1), 53–64. https://doi.org/10.28932/jmm.v22i1.5162
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Vol 22 No 1 (2022): Jurnal Manajemen Maranatha
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