Faktor-faktor yang membentuk green buying behavior tas belanja ramah lingkungan

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Diterbitkan: May 28, 2023
DOI: https://doi.org/10.28932/jmm.v22i2.5633
Kata Kunci:
environmental concern, green buying behavior, green product, perceived environmental responsibility, perceived price peduli lingkungan, perilaku pembelian hijau, persepsi harga, persepsi tanggung jawab lingkungan, produk hijau

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Tristan Adi Nugraha
Universitas Katolik Indonesia Atma Jaya
Yasintha Soelasih
Universitas Katolik Indonesia Atma Jaya

Abstrak

Pencemaran lingkungan yang terjadi semakin membuat kesadaran pada sisi konsumen. Salah satu penyebab pencemaran lingkungan adalah penggunaan kantong plastik. Penggunaan kantong plastik yang tidak ramah lingkungan menyebabkan kerusakan lingkungan. Oleh karena itu, perlu adanya perubahan penggunaan kantong plastik anorganik menjadi tas belanja yang ramah lingkungan. Perubahaan penggunaan tas belanja ramah lingkungan dapat mengurangi dampak pencemaran lingkungan. Tujuan penelitian ini untuk menyelidiki perubahaan green buying behavior dalam menggunakan tas belanja ramah lingkungan. Pengambilan sampel yang digunakan adalah purposive sampling dan pengambilan data menggunakan G-form melalui Line dan WhatsApp. Jumlah responden yang terambil sebanyak 190 orang. Pengujian hipotesis menggunakan Structural Equation Model (SEM) dengan software Smart-PLS. Hasil penelitian menunjukkan bahwa environmental concern, perceived price, dan green product mempunyai pengaruh terhadap green buying behavior. Sedangkan perceived environmental responsibility tidak mempunyai pengaruh terhadap green buying behavior. Gender tidak dapat memoderasi antara environmental concern, perceived price, green product, dan perceived environmental responsibility terhadap green buying behavior. Hasil penelitian ini menunjukkan bahwa environmental concern menyebabkan perilaku pembelian konsumen berubah ke produk yang ramah lingkungan. Bahwa persepsi harga untuk produk ramah lingkungan dirasakan konsumen sesuai sehingga perilaku mereka berubah ke produk ramah lingkungan. Tetapi untuk variable perceived environmental responsibility tidak dapat merubah perilaku pembelian konsumen. Perubahaan green buying behavior tidak dibedakan berdasarkan jenis kelamin. Perusahaan yang bergerak dalam bidang tas belanja ramah lingkungan mempunyai peluang karena terjadi kesadaran konsumen dalam menggunakan tas belanja ramah lingkungan.

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Cara Mengutip
Nugraha, T. A., & Soelasih, Y. (2023). Faktor-faktor yang membentuk green buying behavior tas belanja ramah lingkungan. Jurnal Manajemen Maranatha, 22(2), 121–132. https://doi.org/10.28932/jmm.v22i2.5633
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Vol 22 No 2 (2023): Jurnal Manajemen Maranatha
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