Eco-label, kepedulian lingkungan, dan perilaku pembelian hijau: Sebuah sudut pandang Generasi Z tentang semen ramah lingkungan

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Diterbitkan: May 28, 2023
DOI: https://doi.org/10.28932/jmm.v22i2.6363
Kata Kunci:
eco-friendly cement, environmental concern, Generation Z, green purchase behavior eco-friendly cement, environmental concern, Generation Z, green purchase behavior

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Putri Rahmi Mardius
Universitas Sriwijaya
Sulastri Sulastri
Universitas Sriwijaya
Muchsin Saggaf Shihab
Universitas Bakrie
Yuliani Yuliani
Universitas Sriwijaya

Abstrak

Penelitian ini bertujuan untuk menguji pengaruh label ramah lingkungan terhadap green purchase behavior (GPB) yang dimediasi oleh kepedulian lingkungan. Selain itu, pengujian dampak ini didasarkan pada persepsi 411 orang dari Generasi Z yang menjadi sampel, yang diambil dengan teknik purposive sampling. Selanjutnya, tanggapan mereka diperoleh oleh survei yang menyebarkan kuesioner dan dianalisis oleh model persamaan struktural berdasarkan kuadrat terkecil parsial. Setelah menguji hipotesis, penelitian ini menunjukkan pengaruh positif dari label ramah lingkungan terhadap GPB dan kepedulian lingkungan. Tanda positif ini juga terdapat pada hubungan antara kepedulian lingkungan dan GPB. Oleh karena itu, efek mediasi dari label ramah lingkungan terbukti. Berdasarkan bukti ini, pemasar yang menetapkan Generasi Z sebagai sasaran mereka harus mempromosikan barang-barang mereka yaitu semen berdasarkan label ramah lingkungan, dan menempatkan produk mereka di lokasi yang mudah diidentifikasi.

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Cara Mengutip
Mardius, P. R., Sulastri, S., Shihab, M. S., & Yuliani, Y. (2023). Eco-label, kepedulian lingkungan, dan perilaku pembelian hijau: Sebuah sudut pandang Generasi Z tentang semen ramah lingkungan. Jurnal Manajemen Maranatha, 22(2), 193–202. https://doi.org/10.28932/jmm.v22i2.6363
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Vol 22 No 2 (2023): Jurnal Manajemen Maranatha
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