Nike and vf corporation's environmental friendly process (2012~2022): the change on consumer purchase behavior = Proses ramah lingkungan nike dan vf corporation (2012~2022): perubahan perilaku pembelian konsumer

Lee, Jihyeon (2022) Nike and vf corporation's environmental friendly process (2012~2022): the change on consumer purchase behavior = Proses ramah lingkungan nike dan vf corporation (2012~2022): perubahan perilaku pembelian konsumer. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Environmental problems have arisen with the development of mankind and people can clearly feel that we can no longer ignore these environmental issues. Companies that procure resources in large quantities have the power to affect the natural environment throughout the entire life of the products produced by the company. The purpose of this research is to find out the reasons why Nike and VF Corporation, the MNCs, are now introducing an environmentally friendly process, and its effect on consumer purchase behavior. This research is using Liberalism theory, along with the concept of environmental sustainability, corporate social responsibility, and liberal environmentalism. This qualitative research is used explanatory method and aims to dig into the reasons of why MNCs tends to be environmentally friendly and sees whether there are some clear changes towards the company who operates environmental management as well as how consumers view the firms that fulfill one’s duty in a way of corporate social responsibility and the buyer’s behavior towards the green product. The result shows that it is noticeable that environmental sustainability is important these days, and the corporations are not able to survive when they do not consider the environment. Environment sustainability is one part of corporate social responsibility and the corporations who do not consider CSR are not able to survive and compete with the others. Also, people are getting more interested in the environment as well as more interested in eco-friendly products and have a positive image of eco-friendly companies which has a big impact on customer purchase behavior. / Masalah lingkungan menjadi salah satu masalah yang sudah tidak bisa di abaikan, karena adanya perkembangan manusia. Perusahaan yang mendapatkan sumber daya dengan kuantitas yang besar mempunyai kekuatan untuk mempengaruhi lingkungan alam seumur hidup dari produk yang dibuat oleh perusahaan. Tujuan penelitian ini adalah mencari alasan mengapa Nike, VF Corporation, dan multinasional korporasi, memberitahu adanya proses bebas lingkungan, dan pengaruh kepada perilaku pembelian konsumer. Penelitian ini menggunakan teori Liberalisme, serta konsep ketahanan lingkungan, tanggung jawab sosial korporasi, dan lingkungan liberal. Penelitian kualitatif ini menggunakan metode penjelas dan bertujuan untuk menyelidiki alasan mengapa multinasional korporasi cenderung memilih bebas lingkungan dan menyelidiki jika adanya perubahan yang pasti terhadap perusahaan yang menjalankan manajemen lingkungan, dan juga para konsumer memandang perusahaan yang menjalankan kewajibannya sebagai tanggung jawab sosial korporasi, serta perilaku pembeli kepada produk hijau. Hasil dari penelitian ini menunjukkan bahwa kelestarian lingkungan sangat penting saat ini, dan perusahaan tidak bisa bertahan jika mereka tidak memperhatikan lingkungan. Kelestarian lingkungan adalah salah satu kewajiban dari tanggung jawab sosial korporasi, dan korporasi yang tidak tanggung jawab akan sulit untuk bersaing dan bertahan lama. Orang pun juga semakin tertarik dalam lingkungan demikian juga dengan barang ramah lingkungan dan kesan dari para pembeli terhadap perusahaan yang ramah lingkungan akan menjadi dampak dalam sikap pembelian kosumer.

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