THE INFLUENCE OF PERCEIVED VALUE, IDENTITY, AND SELF-CONGRUITY ON AQUA LIFE PURCHASE INTENTION
DOI:
https://doi.org/10.25170/jm.v17i2.2003Keywords:
Nilai yang dipersepsikan, Pemasaran ramah lingkungan, Identitas diri, Penyesuaian Diri, Niat Beli, Aqua LifeAbstract
Environmental friendly efforts are a major thing that is important and must be applied in our life. AQUA LIFE is one of the product innovations made by PT. Tirta Investama to support environmentally friendly actions. This research was conducted to examine the consumer behavior of purchase intentions regarding identity and self congruity to Green Marketing with the Perceived Value that has been offered. The study was conducted for three months by collecting data using a questionnaire, then it was analyzed using SmartPLS v. 3.3.2 using validity, reliability, and common method bias in the pre-test and actual test. The result showed that the overall T-statistics and P-Value met the rule of thumb, >1.96 and <0.05 explains that consumers are interested in buying AQUA LIFE with the product concept and packaging that are offered with an environmental-friendly concept, and they have experienced a Green Perceived Value. Consumers are aware of and want AQUA LIFE to fulfill their needs in accordance with their identity and self congruity
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Puntoni, S. (2001). Self-Identity and purchase intention: An extension of the Theory of Planned Behaviour. European Advances in Consumer Research.
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Sirgy, M. J., Johar, J. S., Samli, A. C., & C.B.Claiborne. (1991). Self-Congruity Versus Functional Congruity: Predictors Of Consumer Behavior. Journal of Academy of Marketing Science, 19(Fall), 363–375.
Warde, A. (2005). Consumption and theories of practice. Journal of Consumer Culture. https://doi.org/10.1177/1469540505053090
Whitmarsh, L., & O’Neill, S. (2010). Green identity, green living? The role of pro-environmental self-identity in determining consistency across diverse pro-environmental behaviours. Journal of Environmental Psychology, 30(3), 305–314.
Xie, X., Huo, J., & Zou, H. (2019). Green Process innovation, green product innovation, and corporate financial performance : A content analysis method. Journal of Business Research, 101, 697–706.
Yang, D., Lua, Y., Zhu, W., & Su, C. (2015). Going green: How different advertising appeals impact green consumption behaviour. Journal of Business Research. http://dx.doi.org/10.1016/j.jbusres.2015.04.004.
AQUA. (2017). Komitmen AQUA dalam Pengelolaan Sampah Kemasan Plastik. AQUA Sampah Kemasan Daur Ulang
(Corporate News (ed.)).
AQUA. (2020). Promosikan Pengelolaan Sampah Plastik yang Baik, Danone-AQUA Memperkenalkan Truk #BijakBerplastik.
Aw, E. C. X., Flynn, L. R., & Chong, H. X. (2019). Antecedents and consequences of self-congruity: replication and extension. Journal of Consumer Marketing. https://doi.org/10.1108/JCM-10-2017-2424
Barbarossa, C., & De Pelsmacker, P. (2016). Positive and Negative Antecedents of Purchasing Eco-friendly Products: A Comparison Between Green and Non-green Consumers. Journal of Business Ethics. https://doi.org/10.1007/s10551-014-2425-z
Blomfield Neira, C. J., & Barber, B. L. (2014). Social networking site use: Linked to adolescents’ social self-concept, self-esteem, and depressed mood. Australian Journal of Psychology. https://doi.org/10.1111/ajpy.12034
Bond, N., & Falk, J. (2013). Tourism and identity-related motivations: Why am I here (and not there)? International Journal of Tourism Research. https://doi.org/10.1002/jtr.1886
Bukhari, S. S. (2011). Green Marketing and its impact on consumer behavior. Europian Journal of Business and Management.
Caspi, A., Roberts, B. W., & Shiner, R. L. (2005). Personality development: Stability and change. In Annual Review of Psychology. https://doi.org/10.1146/annurev.psych.55.090902.141913
Confente, I., Scarpi, D., & Russo, I. (2020). Marketing a new generation of bio-plastics products for a circular economy: The role of green self-identity, self-congruity, and perceived value. In Journal of Business Research (Issue 112).
Cook, A. J., Kerr, G. N., & Moore, K. (2002). Attitudes and intentions towards purchasing GM food. Journal of Economic Psychology, 23(5), 557–572. https://doi.org/10.1016/
Cooper, D. R., & Schindler, P. S. (2014). Business Research Methods 12th Edition. In Business Research Methods.
Costa, P. T., & Mccrae, R. R. (2012). The Five-Factor Model, Five-Factor Theory, and Interpersonal Psychology. In Handbook of Interpersonal Psychology: Theory, Research, Assessment, and Therapeutic Interventions. https://doi.org/10.1002/9781118001868.ch6
Dinas Lingkungan Hidup. (2020). Pentingnya Kesadaran Masyarakat akan Kebersihan. https://dlh.semarangkota.go.id/pentingnya-kesadaran-masyarakat-akan-kebersihan/
Ellemers, N., Spears, R., & Doosje, B. (2002). Self and social identity. 1(53), 161–186.
Fielding, K. S., McDonald, R., & Louis, W. R. (2008). Theory of planned behaviour, identity and intentions to engage in environmental activism. Journal of Environmental Psychology. https://doi.org/10.1016/j.jenvp.2008.03.003
Folkes, M. &. (2017). Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me. Journal of Consumer Psychology, 27(3), 355–374.
Gazley, A., & Watling, L. (2015). Me, My Tourist-Self, and I: The Symbolic Consumption of Travel. Journal of Travel and Tourism Marketing. https://doi.org/10.1080/10548408.2014.954690
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2013). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Thousand Oaks. Sage.
He, H., & Mukherjee, A. (2007). I am, ergo I shop: does store image congruity explain shopping behaviour of Chinese consumers? Journal of Marketing Management. https://doi.org/10.1362/026725707x212766
Henseler, J., Ringle, C. M., & Sarstedt, M. (2014). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science. https://doi.org/10.1007/s11747-014-0403-8
Hwang, J., & Kandampully, J. (2012). The role of emotional aspects in younger consumer-brand relationships. Journal of Product and Brand Management. https://doi.org/10.1108/10610421211215517
Jamal, A., & Goode, M. M. H. (2001). Consumers And Brands: A Study Of The Impact Of Self-Image Congruence On Brand Preference And Satisfaction. Marketing Intelligence & Planning, 19(7), 482–497.
Kementrian Lingkungan Hidup dan Kehutanan. (2016). Kementrian Lingkungan Hidup dan Kehutanan. http://www.menlhk.go.id/site/single_post/1601
Khalid, N. R. B., Wel, C. A. B. C., Alam, S. S., & Mokhtaruddin, S. A. B. (2018). Cosmetic for Modern Consumer: The Impact of Self-Congruity on Purchase Intention. International Journal of Asian Social Science. https://doi.org/10.18488/journal.1.2018.81.34.41
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of E-Collaboration. https://doi.org/10.4018/ijec.2015100101
Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in Human Behavior. https://doi.org/10.1016/j.chb.2009.03.003
Lin, L. Y. (2010). The relationship of consumer personality trait, brand personality and brand loyalty: An empirical study of toys and video games buyers. Journal of Product & Brand Management. https://doi.org/10.1108/10610421011018347
Loebnitz, N., Schuitema, G., & Grunert, K. G. (2015). Who Buys Oddly Shaped Food and Why? Impacts of Food Shape Abnormality and Organic Labeling on Purchase Intentions. Psychology and Marketing. https://doi.org/10.1002/mar.20788
Lu, J., & Xu, Y. (2015). Chinese young consumers’ brand loyalty toward sportswear products: A perspective of self-congruity. Journal of Product and Brand Management. https://doi.org/10.1108/JPBM-05-2014-0593
Maniatis, P. (2015). Investigating factors influencing consumer decision-making while choosing green products. Journal of Cleaner Production, 1, 1–14.
Mankiw, N. G. (2000). The savers-spenders theory of fiscal policy. American Economic Review. https://doi.org/10.1257/aer.90.2.120
Puntoni, S. (2001). Self-Identity and purchase intention: An extension of the Theory of Planned Behaviour. European Advances in Consumer Research.
Saito, F. (2009). Consumer behavior. In Consumer Behavior. https://doi.org/10.5005/jp/books/11120_9
Sekaran, U., & Bougie, R. (2016). Research Method for Business Textbook: A Skill Building Approach. In John Wiley & Sons Ltd.
Shamah, R. A. M., Mason, M. C., Moretti, A., & Raggiotto, F. (2018). Investigating the antecedents of African fast food customers’ loyalty: A self-congruity perspective. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2017.05.020
Sirgy, J., Lee, D. J., & Yu, G. (2016). No Title. Routledge International Handbook of Consumer Psychology.
Sirgy, M. J. (2015). The Self-Concept in Relation to Product Preference and Purchase Intention. In Marketing Horizons: A 1980’s Perspective. https://doi.org/10.1007/978-3-319-10966-4_94
Sirgy, M. J., Johar, J. S., Samli, A. C., & C.B.Claiborne. (1991). Self-Congruity Versus Functional Congruity: Predictors Of Consumer Behavior. Journal of Academy of Marketing Science, 19(Fall), 363–375.
Warde, A. (2005). Consumption and theories of practice. Journal of Consumer Culture. https://doi.org/10.1177/1469540505053090
Whitmarsh, L., & O’Neill, S. (2010). Green identity, green living? The role of pro-environmental self-identity in determining consistency across diverse pro-environmental behaviours. Journal of Environmental Psychology, 30(3), 305–314.
Xie, X., Huo, J., & Zou, H. (2019). Green Process innovation, green product innovation, and corporate financial performance : A content analysis method. Journal of Business Research, 101, 697–706.
Yang, D., Lua, Y., Zhu, W., & Su, C. (2015). Going green: How different advertising appeals impact green consumption behaviour. Journal of Business Research. http://dx.doi.org/10.1016/j.jbusres.2015.04.004.
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2021-03-31
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