Meningkatkan Green Purchasing Behavior di Kota Kupang: Peran Green Perceived Value, Green Perceived Risk, dan Green Perceived Trust
DOI:
https://doi.org/10.25170/jm.v21i1.4764Kata Kunci:
low price sensitivity, social influence, green perceived value, green purchasing behaviorAbstrak
Tujuan dari penelitian ini adalah untuk mengembangkan kerangka awal untuk mengeksplorasi pengaruh ekologi dari nilai ekologi yang dirasakan, risiko yang dirasakan, pengaruh sosial, dan sensitivitas harga yang rendah terhadap niat pembelian ramah lingkungan dan mendiskusikan peran mediasi dari keyakinan ramah lingkungan. Selanjutnya penelitian ini menggunakan penelitian empiris melalui metode survei kuesioner untuk memverifikasi hipotesis dan menggali potensi manajerialnya. Pengolahan data menggunakan model persamaan struktural (SEM) untuk memverifikasi kerangka penelitian. Hasil empiris menunjukkan bahwa kesadaran akan nilai-nilai ramah lingkungan, pengaruh sosial dan kepekaan terhadap harga murah berdampak positif terhadap keyakinan ramah lingkungan dan niat pembelian ramah lingkungan, sedangkan persepsi risiko green ro tidak berpengaruh sama sekali. Lebih lanjut, penelitian ini menunjukkan bahwa hubungan antara niat pembelian ramah lingkungan dan persepsi nilai ramah lingkungan dimoderasi oleh keyakinan ramah lingkungan. Oleh karena itu, investasikan sumber daya untuk meningkatkan nilai yang dirasakan dari kepedulian terhadap lingkungan untuk meningkatkan keyakinan kasih sayang terhadap lingkungan dan niat pembelian yang ramah lingkungan. Studi ini merangkum literatur tentang pemasaran ramah lingkungan dan pemasaran relasional dalam kerangka manajemen baru niat pembelian ramah lingkungan. Studi ini menggunakan lima konsep baru – nilai ramah lingkungan yang dirasakan, pengaruh sosial, sensitivitas harga rendah, keyakinan ramah lingkungan, dan niat pembelian ramah lingkungan – untuk mengembangkan kerangka penelitian orisinal untuk meningkatkan niat belanja ramah lingkungan. Meskipun penelitian-penelitian sebelumnya telah menyoroti permasalahan terkait niat pembelian, namun belum ada penelitian yang mendalami permasalahan terkait pengelolaan ramah lingkungan. Oleh karena itu, artikel ini membangun kerangka penelitian untuk mengatasi niat pembelian ramah lingkungan.
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Hak Cipta (c) 2024 Maria Augustin Lopes Amaral, Jou Sewa Adrianus, Engelbertus G. Ch. Watu
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