Analisis Faktor-Faktor yang Mempengaruhi Green Purchase Intention
DOI:
https://doi.org/10.30762/istithmar.v7i1.218Keywords:
Green purchase intention, Produk ramah lingkungan, Green value, Consumer effectivenessAbstract
Green purchase intention adalah konsumen dengan kesadaran lingkungan yang tinggi. Konsumen ini suka membeli produk-produk ekologis, meskipun barang tersebut dijual dengan harga yang mahal. Tujuan dari penelitian ini adalah untuk menjelaskan pengaruh perceived green value, perceived consumer effectiveness dan environmental knowledge terhadap green purchase intention produk Cleo Eco Green di Kota Padang. 80 responden digunakan sebagai sampel acak. Teknik analisis penelitian ini menggunakan SEM dengan aplikasi SmartPLs 3. Berdasarkan hasil analisis diketahui bahwa perceived green value dan perceived consumer efficacy konsumen berpengaruh positif terhadap green purchase intention, sedangkan environmental knowledge tidak berpengaruh terhadap green purchase intention. Berdasarkan hasil penelitian dengan menggunakan variabel green purchase intention dapat diasumsikan bahwa PT. Sariguna Primatirta (Tanobel) dapat meningkatkan motif pembelian hijau masyarakat Kota Padang terhadap produk Cleo Eco Green, produk ini merupakan salah satu produk yang ramah lingkungan.
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