Peran Kesadaran Lingkungan dalam Pembelian Produk Hijau: Studi Kasus di Retail Modern Yogyakarta
DOI:
https://doi.org/10.32477/jkb.v33i2.1212Keywords:
sikap lingkungan, kesadaran lingkungan, niat pembelian, produk hijau, perilaku konsumenAbstract
Penelitian ini bertujuan untuk mengeksplorasi pengaruh kesadaran lingkungan sebagai mediator dalam hubungan antara sikap lingkungan positif dan niat pembelian produk hijau di retail modern di Yogyakarta, Indonesia. Dengan semakin meningkatnya kesadaran akan masalah lingkungan, faktor-faktor yang mempengaruhi keputusan konsumen dalam memilih produk yang ramah lingkungan menjadi semakin relevan. Oleh karena itu, penelitian ini penting untuk memberikan wawasan bagi pemasar dan pembuat kebijakan dalam merancang strategi yang efektif untuk mempromosikan produk hijau. Metode yang digunakan dalam penelitian ini adalah penelitian kuantitatif dengan desain survei. Peneliti menggunakan kuesioner untuk mengumpulkan data primer dari responden yang berusia minimal 18 tahun dan telah membeli produk hijau dari retail modern di Yogyakarta. Pengambilan sampel dilakukan secara online menggunakan Google Form, dengan kriteria responden yang telah ditentukan. Jumlah sampel yang diperlukan berkisar antara 100 hingga 200, sesuai dengan rekomendasi penelitian sebelumnya. Variabel yang diteliti terdiri dari tiga konstruk utama: Sikap Lingkungan (Environmental Attitudes), Kesadaran Lingkungan (Environmental Concern), dan Niat Pembelian (Purchase Intention) produk hijau. Penelitian ini menguji dua hipotesis, yaitu pengaruh kesadaran lingkungan terhadap niat pembelian produk hijau, dan peran sikap lingkungan sebagai variabel mediasi dalam hubungan tersebut. Data dianalisis menggunakan uji validitas dan reliabilitas, serta analisis jalur untuk menguji hipotesis yang diajukan. Hasil dari penelitian menunjukkan bahwa terdapat pengaruh positif dan signifikan antara sikap lingkungan terhadap niat beli produk hijau, di mana kesadaran lingkungan berperan sebagai mediator yang signifikan. Penemuan ini menunjukkan bahwa konsumen dengan sikap positif terhadap lingkungan cenderung memiliki niat yang lebih tinggi untuk membeli produk yang ramah lingkungan, terutama ketika mereka memiliki tingkat kesadaran lingkungan yang tinggi. Dari hasil penelitian, disarankan bagi perusahaan dan pemangku kepentingan untuk meningkatkan kesadaran dan kepedulian lingkungan di kalangan konsumen melalui kampanye pendidikan yang menekankan pentingnya produk hijau dan dampaknya terhadap keberlanjutan lingkungan. Strategi pemasaran yang memfokuskan pada keuntungan lingkungan dari produk juga dapat menarik perhatian konsumen yang peduli akan isu-isu lingkungan. Secara keseluruhan, penelitian ini memberikan kontribusi penting dalam memahami dinamika hubungan antara sikap lingkungan, kesadaran lingkungan, dan niat beli produk hijau, serta memberikan rekomendasi untuk strategi pemasaran yang lebih efektif dalam mendukung keberlanjutan.
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