Pengaruh Kesenjangan Perilaku Konsumen Ramah Lingkungan Terhadap Sebab-Akibat Dalam Pemasaran Di Industri Kosmetik

Resita Sekar  Ratri; Willy  Arafah

doi:10.54209/jasmien.v5i01.523

Resita Sekar Ratri Universitas Trisakti
Willy Arafah Universitas Trisakti

DOI: https://doi.org/10.54209/jasmien.v5i01.523

Keywords: Attitude Toward the Environment, Green Consumption Intention, Green Consumption Behavior

Article Metrics

Abstract view : 978 times

Abstract

Terdapat ketidakkonsistenan yang signifikan antara attitude, intention, dan behavior konsumen dalam pembelian produk ramah lingkungan. Fenomena ini menciptakan kesenjangan yang dikenal sebagai kesenjangan antara sikap dan perilaku dalam konsumsi hijau. penelitian ini bertujuan untuk menganalisis pengaruh pemasaran terkait tujuan terhadap kesenjangan attitudes and behavior of green consumption dalam industri kosmetik. Dalam penelitian ini, peneliti menggunakan metode kuantitatif. Data dikumpulkan dengan menggunakan kuesioner yang disebar melalui google form, pada penelitian ini menggunakan 130 responden dengan 16 indikator pertanyaan. Dalam teknik analisis data, peneliti menggunakan metode SEM (Structural Equation Modeling). Hasil penelitian menunjukkan bahwa green consumption intention memiliki pengaruh positif terhadap attitude toward the environment, green consumption behavior memengaruhi green consumption intention, dan terdapat pengaruh antara green consumption behavior dan attitude toward the environment yang dimediasi oleh green consumption intention. Sedangkan green consumption behavior tidak memiliki pengaruh langsung terhadap attitude toward the environment.

References

[1] G. . Broman and K. . Robert, “A framework for strategic sustainable development,” J. Clean. Prod., vol. 140, pp. 17–31, 2017.
[2] T. Hak, S. Janouskova, and B. Moldan, “Sustainable Development Goals: a need for relevant indicators,” Ecol. Indic., vol. 60, pp. 565–573, 2016.
[3] F. Harris, H. Roby, and S. Dibb, “Sustainable clothing: challenges, barriers and interventions for encouraging more sustainable consumer behaviour,” Int. J. Consum. Stud., vol. 40, no. 3, pp. 309–3018, 2016.
[4] A. Jaini, F. Quoquab, J. Mohammad, and N. Hussin, “‘I buy green products, do you…?’: The moderating effect of eWOM on green purchase behavior in Malaysian cosmetics industry,” Int. J. Pharm. Healthc. Mark., vol. 14, no. 1, pp. 89–112, 2020, doi: 10.1108/IJPHM-02-2019-0017.
[5] Y. Lin, S. Yang, H. Hanifah, and Q. Iqbal, “An exploratory study of consumer attitudes toward green cosmetics in the UK market,” Adm. Sci., vol. 8, no. 4, pp. 71–84, 2018.
[6] J. Zralek, “Sustainable Consumption in a trap: attitude-behavior gap and its rationalization,” Ann. Univ. Mariae Curie-Skłodowska, Sect. H Oeconomia, vol. 51, no. 2, pp. 281–289, 2017.
[7] M. Wiederhold and L. . Martinez, “Ethical consumer behaviour in Germany: the attitudebehaviour gap in the green apparel industry,” Int. J. Consum. Stud., vol. 42, no. 4, pp. 419–429, 2018.
[8] Y. R. Kristiyono and C. Felim, “Pengaruh Interpersonal Influence, Altruism, Dan Environment Knowledge Terhadap Green Purchasing Behaviour Konsumen the Body Shop Yang Dimediasi Oleh Environment Attitude,” Ultim. Manag. J. Ilmu Manaj., vol. 13, no. 1, pp. 47–61, 2021, doi: 10.31937/manajemen.v13i1.1912.
[9] T. L. Milfont, Psychology of Environmental Attitudes. Brazil: University of Auckland, 2007.
[10] M. S. Khan, P. Saengon, A. M. N. Alganad, D. Chongcharoen, and M. Farrukh, “Consumer green behaviour: An approach towards environmental sustainability,” Sustain. Dev., vol. 28, no. 5, pp. 1168–1180, 2020, doi: 10.1002/sd.2066.
[11] A. M. Alhamad, E. R. Ahmed, M. Akyürek, and A. M. S. Baadhem, “Green Marketing and Attitude Affect the Consumer Buying Behavior of Green Product in Turkey,” Indik. J. Ilm. Manaj. dan Bisnis, vol. 7, no. 2, p. 1, 2023, doi: 10.22441/indikator.v7i2.19814.
[12] C. Xie, R. Wang, and X. Gong, “The influence of environmental cognition on green consumption behavior,” Front. Psychol., vol. 13, no. September, pp. 1–17, 2022, doi: 10.3389/fpsyg.2022.988585.
[13] J. . Hair, W. . Black, B. . Babin, and R. . Anderson, Multivariate Data Analysis, 8th ed. Upper Saddle River: Prentice Hall, 2018.
[14] A. Al Mamun, M. R. Mohamad, M. R. Bin Yaacob, and M. Mohiuddin, “Intention and behavior towards green consumption among low-income households,” J. Environ. Manage., vol. 227, no. January, pp. 73–86, 2018, doi: 10.1016/j.jenvman.2018.08.061.
[15] J. Wang, M. Shen, and M. Chu, “Why is green consumption easier said than done? Exploring the green consumption attitude-intention gap in China with behavioral reasoning theory,” Clean. Responsible Consum., vol. 2, pp. 1–10, 2021, doi: 10.1016/j.clrc.2021.100015.
[16] H. V. Nguyen, C. H. Nguyen, and T. T. B. Hoang, “Green consumption: Closing the intention-behavior gap,” Sustain. Dev., vol. 27, no. 1, pp. 118–129, 2019, doi: 10.1002/sd.1875.
[17] H. Han, “Theory of green purchase behavior (TGPB): A new theory for sustainable consumption of green hotel and green restaurant products,” Bus. Strateg. Environ., vol. 29, no. 6, pp. 2815–2828, 2020, doi: 10.1002/bse.2545.
[18] Y. M. Wang, H. M. F. Zaman, and A. K. Alvi, “Linkage of Green Brand Positioning and Green Customer Value With Green Purchase Intention: The Mediating and Moderating Role of Attitude Toward Green Brand and Green Trust,” SAGE Open, vol. 12, no. 2, 2022, doi: 10.1177/21582440221102441.