Peran Mediasi Sikap dan Moderasi Kepedulian Lingkungan dalam Mempengaruhi Niat Pembelian Hijau
DOI:
https://doi.org/10.29407/nusamba.v10i2.23502Keywords:
environmental concern, environmental knowledge, green advertising, green packagingAbstract
Research aim : This study aims to determine what factors will influence the intention of the people of Surabaya to buy green products of the The Body Shop brand, by analyzing the constructs of environmental concern, environmental knowledge, green advertising, and green packaging.
Design/Methode/Approach : This quantitative study uses primary data with a purposive sampling technique. Data to test the conceptual model were collected through an online survey targeting people in Surabaya who know about The Body Shop brand. A total of 150 responses were received and processed. The analysis tool used was partial least squares (PLS)–structural equality modeling (SEM).
Research Finding : The results of this study indicate that environmental knowledge, green advertising, and green packaging have a significant correlation with the green purchase intention. In addition, it was found that the green packaging variable is the strongest factor in influencing people's intention to purchase green products compared to other determinants.
Theoretical contribution/Originality : The unique contribution of this study is that this study is one of the first studies to investigate the combination of environmental motivation factors and green marketing elements on the green purchase intention.
Practitioner/Policy implication : This study is very important for business, economics, and the government as a whole because it produces empirical evidence on how to develop green purchase intentions in the society.
Research limitation : Further research should focus more on specific generations, such as gen Z, in an effort to examine their shopping behavior, and should be conducted in cities other than Surabaya to better represent consumer behavior in Indonesia.
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[19] Wang L, Wong PPW, Narayanan Alagas E. Antecedents of green purchase behaviour: an examination of altruism and environmental knowledge. International Journal of Culture, Tourism and Hospitality Research 2020;14:63–82. https://doi.org/10.1108/IJCTHR-02-2019-0034.
[20] Wulandari AASA, Rahyuda IK, Yasa NNK. The role of customer attitude in mediating knowledge influence towards the purchase intention of green product. Jurnal Dinamika Manajemen 2015;6:133–44.
[21] Alamsyah DP, Othman NA, Mohammed HAA. The awareness of environmentally friendly products: The impact of green advertising and green brand image. Management Science Letters 2020:1961–8. https://doi.org/10.5267/j.msl.2020.2.017.
[22] Pulungan MH. Teknologi pengemasan dan penyimpanan. Malang: UB Press; 2018.
[23] Hapsari SD, Widodo A. The effect of green packaging on green purchase intention through green perceived value at super indo in bandung city (Case study on super indo consumers in Bandung city). JIS: Jurnal Ilmu Sosial 2023;3:2548–4893.
[24] Fadhilla HN, Astuti ME. The Influences of Green Packaging and Ecolabel Toward Green Purchase Intention. Journal of Business and Behavioural Entrepreneurship 2022;6:30–6. https://doi.org/10.21009/JOBBE.006.2.03.
[25] Kline RB. Principles and Practice of Structural Equation Modeling. 4th ed. New York, NY: The Guilford Press; 2016.
[26] Junior SSB, da Silva D, Gabriel MLDS, Braga WR de O. The Effects of Environmental Concern on Purchase of Green Products in Retail. Procedia Soc Behav Sci 2015;170:99–108. https://doi.org/10.1016/j.sbspro.2015.01.019.
[27] Maziriri ET. Green packaging and green advertising as precursors of competitive advantage and business performance among manufacturing small and medium enterprises in South Africa. Cogent Business & Management 2020;7:1719586. https://doi.org/10.1080/23311975.2020.1719586.
[28] Kong W, Harun A, Sulong RS, Lily J. The influence of consumers’ perception of green products on green purchase intention. International Journal of Asian Social Science 2014;4:924–39.
[29] Voorhees CM, Brady MK, Calantone R, Ramirez E. Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies. J Acad Mark Sci 2016;44:119–34. https://doi.org/10.1007/s11747-015-0455-4.
[30] Ab Hamid MR, Sami W, Mohmad Sidek MH. Discriminant Validity Assessment: Use of Fornell & Larcker criterion versus HTMT Criterion. J Phys Conf Ser 2017;890:012163. https://doi.org/10.1088/1742-6596/890/1/012163.
[31] Hamzah MI, Tanwir NS. Do pro-environmental factors lead to purchase intention of hybrid vehicles? The moderating effects of environmental knowledge. J Clean Prod 2021;279:123643. https://doi.org/10.1016/j.jclepro.2020.123643.
[2] Bhaduri S. Shocking Stats! Why 66% of Consumers Will Pay MORE for Your Green Brand! MediumCom 2023. https://medium.com/@sameer-aidasinc/shocking-stats-why-66-of-consumers-will-pay-more-for-your-green-brand-b3a274ac1825#:~:text=Unilever%20reports%20that%20%E2%80%9C33%25%20of,integrate%20sustainability%20into%20your%20operations%3F (accessed August 23, 2023).
[3] Majeed MU, Aslam S, Murtaza SA, Attila S, Molnár E. Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment. Sustainability 2022;14:11703. https://doi.org/10.3390/su141811703.
[4] Wandari NKMA, Darma GS. Pengelolaan Karakter Green-Behavior Pada Generasi Milenial Dalam Meningkatkan Minat Penggunaan Green-Product. Jurnal Nusantara Aplikasi Manajemen Bisnis 2021;6:49–61. https://doi.org/https://doi.org/10.29407/nusamba.v6i1.14778.
[5] Chib R, Khandelwal U, Agrawal V. Impact of Green Advertising on Purchase Intention with Mediating Effect of Green Brand Attitude. European Journal of Military Studies 2022;12:214–31.
[6] Szabo S, Webster J. Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions. Journal of Business Ethics 2021;171:719–39. https://doi.org/10.1007/s10551-020-04461-0.
[7] Tsai P-H, Lin G-Y, Zheng Y-L, Chen Y-C, Chen P-Z, Su Z-C. Exploring the effect of Starbucks’ green marketing on consumers’ purchase decisions from consumers’ perspective. Journal of Retailing and Consumer Services 2020;56:102162. https://doi.org/10.1016/j.jretconser.2020.102162.
[8] Balaskas S, Panagiotarou A, Rigou M. Impact of Environmental Concern, Emotional Appeals, and Attitude toward the Advertisement on the Intention to Buy Green Products: The Case of Younger Consumer Audiences. Sustainability 2023;15:13204. https://doi.org/10.3390/su151713204.
[9] Sun Y, Luo B, Wang S, Fang W. What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco‐labeled products? Bus Strategy Environ 2021;30:694–704. https://doi.org/10.1002/bse.2648.
[10] Wandosell G, Parra-Meroño MC, Alcayde A, Baños R. Green Packaging from Consumer and Business Perspectives. Sustainability 2021;13:1356. https://doi.org/10.3390/su13031356.
[11] Azzahra S, Fachira I. The Influence of Bring Back Our Bottle Program on The Body Shop Indonesia Brand Image, Brand Trust, Brand Love and Brand Loyalty Salma Azzahra. Asian Journal of Research in Business and Management 2022;4:283–95. https://doi.org/10.55057/ajrbm.2022.4.3.26.
[12] Fishbein M, Ajzen I. Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley; 1975.
[13] Amallia BA, Effendi MI, Ghofar A. The Effect of Green Advertising, Trust, and Attitude on Green Purchase Intention: An Evidence from Jogjakarta, Indonesia. International Journal of Creative Business and Management 2021;1:66. https://doi.org/10.31098/ijcbm.v1i1.4553.
[14] Choi D, Johnson KKP. Influences of environmental and hedonic motivations on intention to purchase green products: An extension of the theory of planned behavior. Sustain Prod Consum 2019;18:145–55. https://doi.org/10.1016/j.spc.2019.02.001.
[15] Yue B, Sheng G, She S, Xu J. Impact of Consumer Environmental Responsibility on Green Consumption Behavior in China: The Role of Environmental Concern and Price Sensitivity. Sustainability 2020;12:2074. https://doi.org/10.3390/su12052074.
[16] Moslehpour M, Chau KY, Du L, Qiu R, Lin C-Y, Batbayar B. Predictors of green purchase intention toward eco-innovation and green products: Evidence from Taiwan. Economic Research-Ekonomska Istraživanja 2023;36. https://doi.org/10.1080/1331677X.2022.2121934.
[17] Ahmed N, Li C, Khan A, Qalati SA, Naz S, Rana F. Purchase intention toward organic food among young consumers using theory of planned behavior: role of environmental concerns and environmental awareness. Journal of Environmental Planning and Management 2021;64:796–822. https://doi.org/10.1080/09640568.2020.1785404.
[18] Indriani IAD, Rahayu M, Hadiwidjojo D. The Influence of Environmental Knowledge on Green Purchase Intention the Role of Attitude as Mediating Variable. International Journal of Multicultural and Multireligious Understanding 2019;6:627. https://doi.org/10.18415/ijmmu.v6i2.706.
[19] Wang L, Wong PPW, Narayanan Alagas E. Antecedents of green purchase behaviour: an examination of altruism and environmental knowledge. International Journal of Culture, Tourism and Hospitality Research 2020;14:63–82. https://doi.org/10.1108/IJCTHR-02-2019-0034.
[20] Wulandari AASA, Rahyuda IK, Yasa NNK. The role of customer attitude in mediating knowledge influence towards the purchase intention of green product. Jurnal Dinamika Manajemen 2015;6:133–44.
[21] Alamsyah DP, Othman NA, Mohammed HAA. The awareness of environmentally friendly products: The impact of green advertising and green brand image. Management Science Letters 2020:1961–8. https://doi.org/10.5267/j.msl.2020.2.017.
[22] Pulungan MH. Teknologi pengemasan dan penyimpanan. Malang: UB Press; 2018.
[23] Hapsari SD, Widodo A. The effect of green packaging on green purchase intention through green perceived value at super indo in bandung city (Case study on super indo consumers in Bandung city). JIS: Jurnal Ilmu Sosial 2023;3:2548–4893.
[24] Fadhilla HN, Astuti ME. The Influences of Green Packaging and Ecolabel Toward Green Purchase Intention. Journal of Business and Behavioural Entrepreneurship 2022;6:30–6. https://doi.org/10.21009/JOBBE.006.2.03.
[25] Kline RB. Principles and Practice of Structural Equation Modeling. 4th ed. New York, NY: The Guilford Press; 2016.
[26] Junior SSB, da Silva D, Gabriel MLDS, Braga WR de O. The Effects of Environmental Concern on Purchase of Green Products in Retail. Procedia Soc Behav Sci 2015;170:99–108. https://doi.org/10.1016/j.sbspro.2015.01.019.
[27] Maziriri ET. Green packaging and green advertising as precursors of competitive advantage and business performance among manufacturing small and medium enterprises in South Africa. Cogent Business & Management 2020;7:1719586. https://doi.org/10.1080/23311975.2020.1719586.
[28] Kong W, Harun A, Sulong RS, Lily J. The influence of consumers’ perception of green products on green purchase intention. International Journal of Asian Social Science 2014;4:924–39.
[29] Voorhees CM, Brady MK, Calantone R, Ramirez E. Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies. J Acad Mark Sci 2016;44:119–34. https://doi.org/10.1007/s11747-015-0455-4.
[30] Ab Hamid MR, Sami W, Mohmad Sidek MH. Discriminant Validity Assessment: Use of Fornell & Larcker criterion versus HTMT Criterion. J Phys Conf Ser 2017;890:012163. https://doi.org/10.1088/1742-6596/890/1/012163.
[31] Hamzah MI, Tanwir NS. Do pro-environmental factors lead to purchase intention of hybrid vehicles? The moderating effects of environmental knowledge. J Clean Prod 2021;279:123643. https://doi.org/10.1016/j.jclepro.2020.123643.
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2025-10-22
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How to Cite
Peran Mediasi Sikap dan Moderasi Kepedulian Lingkungan dalam Mempengaruhi Niat Pembelian Hijau. (2025). JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS, 10(2), 406-424. https://doi.org/10.29407/nusamba.v10i2.23502
