PENGARUH ENVIRONMENTAL ATTITUDE, GREEN SELF-IDENTITY, DAN SOCIALIZATION AGENTS TERHADAP GREEN PURCHASE BEHAVIOR DENGAN GREEN PURCHASE INTENTION SEBAGAI MEDIASI PADA KONSUMEN MUDA DI SOLO RAYA

Fitri Dianitami, imfrianti Augtiah

Abstract


Penelitian ini bertujuan untuk menganalisis perilaku konsumen muda di wilayah Solo Raya dalam menggunakan kemasan sirkular. Penelitian ini menggunakan kerangka Theory of Planned Behavior (TPB) untuk menganalisis sejauh mana environmental attitude, green self identity, dan socialization agents memengaruhi green purchase behavior melalui green purchase intention. Pendekatan kuantitatif digunakan dalam penelitian ini dengan pengumpulan data melalui penyebaran kuesioner secara online kepada 188 responden, data yang diperoleh dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) untuk menguji hubungan antar variabel penelitian. Hasil pengujian menunjukan bahwa green self-identity dan socialization agents memiliki pengaruh positif dan signifikan terhadap green purchase behavior secara langsung maupun melalui mediasi green purchase intention dengan perolehan nilai P-Value dibawah 0,05. Namun environmental attitude tidak memiliki pengaruh terhadap green purchase behavior secara langsung maupun melalui mediasi green purchase intention dengan perolehan nilai P-Value 0,787 dan 0,582 > 0,05. Temuan ini menunjukan bahwa pembentukan perilaku dalam pembelian kemasan sirkular pada konsumen muda didominasi oleh pengaruh identitas diri dan agen sosialisasi. Namun demikian penelitian ini terbatas pada konsumen muda di Solo Raya, sehingga diperlukan untuk memperluas cakupan wilayah, sampel, dan variabel guna memperoleh hasil yang lebih baik dalam memprediksi perilaku pembelian kemasan sirkular maupun keberlanjutan.

Keywords


Environmental attitude; green purchase behavior; green purchase intention; green self-identity; socialization agents.

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DOI: https://doi.org/10.37479/jimb.v9i2.41329

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