Texts

Anteseden Green Purchase Intention dengan Moderator Environmental Knowledge: Survei pada generasi Z yang membeli produk The Body Shop

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RINGKASAN
Walaupun Indonesia menjadi negara pertumubuhan pasar kosmetik terbesar se-asia tenggara dan diperkirakan akan tetap memuncaki posisi tersebut untuk 10-
15 tahun kedepan. Konsumsi kosmetik hijau Indonesia masih terhitung rendah. Dengan menjadikan Generasi Z yang dikenal lebih peduli terhadap isu lingkungan sebagai responden dalam penelitian ini, studi ini berusaha untuk menjelaskan
faktor yang mempengaruhi Green Purchase Behavior kosmetik ramah lingkungan
di Indonesia. Dengan perpaduan model Theory of Planned Behavior (TPB) dan Norm Activation Model (NAM), studi ini mengeksplorasi pengaruh Green Purchase Attitude dan Perceived Behavioral Control (turunan dari TPB), Personal Norms (Turunan dari NAM), serta Perceived Green Value sebagai prediktor Green Purchase Intention yang pada akhirnya akan mempengaruhi Green Purchase Behavior produk The Body Shop. Selain itu Environmental Knowledge juga diuji
pengaruhnya sebagai moderator dari Anteseden Green Purchase Intention. 165
konsumen The Body Shop yang tergolong dalam Genereasi Z dijadikan sampel dalam studi ini. Pendekatan secara quantitative dan purposive sampling digunakan untuk mengumpulkan data primer menggunakan Online Kuesioner. Hasil penelitian menunjukan bahwa Personal Norms dan Perceived Behavioral Control terbukti mempengaruhi Green Purchase Intention secara signifikan.
Pengaruh Green Purchase Intention juga ditemukan signifikan terhadap Green Purchase Behavior. Sementara Green Purchase Attitude dan Perceived Green Value terbukti tidak mempengaruhi Green Purchase Intention produk The Body Shop secara signifikan. Efek moderasi Environmental Knowledge juga ditemukan tidak signifikan dan tidak cocok dijadikan moderator anteseden Green Purchase Intention.
Kata Kunci: Green Purchase Behavior, Green Purchase Intention, Kosmetik Hijau, TPB, NAM, Environmental Knowledge


SUMMARY
Even though Indonesia is the largest cosmetic market growth country in Southeast Asia and is expected to continue to top that position for the next 10-15
years. Indonesia's consumption of green cosmetics is still relatively low. By making
Generation Z who are known to be more concerned about environmental issues
as respondents in this study, this study seeks to explain the factors that influence
green purchase behavior of green cosmetics in Indonesia. With an integration of Theory of Planned Behavior (TPB) and Norm Activation Model (NAM) models, this
study deploys Green Purchase Attitude and Perceived Behavioral Control (a
derivative of TPB), Personal Norms (a derivative of NAM, as well as Perceived Green Value as predictors of Green Purchase Intention that ultimately influence
Green Purchase Behavior for The Body Shop products. Futhermore, the moderating role of Environemntal Knowledge also examined in this study. 165
consumers of The Body Shop who are Generation Z were respondents in this
study. Quantitative and purposive sampling approaches were used to collect primary data using online questionnaires. The results of the study show that Personal Norms and Perceived Behavioral Control are proven to significantly influence Green Purchase Intention. Further, Green Purchase Intention effect on Green Purchase Behavior is significant. Meanwhile, Green Purchase Attitude and
Perceived Green Value has no significantly influence on Green Purchase Intention
for The Body Shop products in Indonesia. The moderating role of Environemntal Knowledge on the relationship of Green Purhcase Intention with its Antecedents also not significant.
Keywords: Green Purchase Behavior, Green Purchase Intention, Green Cosmetics, TPB, NAM, Environmental Knowledge

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Ketersediaan

202418

TES 658.80 PAN a 2023 k.1

Fadel Muhammad Resource Center (Ilmu Terapan)

Tersedia

Informasi Detail

Judul Seri

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No. Panggil

TES 658.80 PAN a 2023

Penerbit

Malang : Program Magister Ilmu Administrasi Bisnis., 2023

Deskripsi Fisik

xix, 229 halaman; ILUS: 29,5 cm.

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

658.80

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

THESIS
TESIS
green purchase behavior
green purchase intention
kosmetik hijau
TPB
NAM
environmental knowledge

Info Detail Spesifik

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Pernyataan Tanggungjawab

Sri Wulan Sari Adi Pandur Hasesda

Versi lain/terkait

Lampiran Berkas

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