Analisis pengaruh penerapan green marketing, environmental concern, dan environnmental knowledge terhadap green purchase intention pada air minum dalam kemasan (amdk) = Analysis of the effect of application of green marketing, environmental concern, and environmental knowledge on green purchase intention in packaged drinking water (amdk)

Kosasi, Marco Julio (2023) Analisis pengaruh penerapan green marketing, environmental concern, dan environnmental knowledge terhadap green purchase intention pada air minum dalam kemasan (amdk) = Analysis of the effect of application of green marketing, environmental concern, and environmental knowledge on green purchase intention in packaged drinking water (amdk). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Meningkatnya jumlah sampah botol plastik yang dihasilkan dari AMDK dapat menjadi masalah bagi lingkungan, karena penguraian sampah botol plastik membutuhkan waktu yang lama bagi alam. Salah satu cara untuk mencegah pencemaran lingkungan yaitu dengan menggunakan produk ramah lingkungan. Oleh sebab itu, dilakukan penelitian yang mempengaruhi intensi pembelian produk ramah lingkungan (Green Purchase Intention). Tujuan penelitian yaitu mencari tahu pengaruh Green Packaging, Eco-Labelling, Environmental Concern, dan Environmental Knowledge terhadap Green Purchase Intention yang dimediasi Green Attitude. Penelitian bersifat kuantitatif dengan menyebarkan kuesioner secara online kepada seluruh masyarakat Indonesia yang mengkonsumsi AMDK dan mengumpulkan data sebanyak 235 responden. Metode pengolahan data yang digunakan yaitu PLS-SEM, menghasilkan Green Packaging, Eco-Labelling, Environmental Concern, dan Environmental Knowledge mempengaruhi Green Attitude, lalu Green Attitude mempengaruhi Green Purchase Intention. Dilakukan juga perhitungan menggunakan metode IPMA dari PLS-SEM yang menghasilkan Green Attitude berada pada kuadran 1 (high important dan high performance), kemudian Green Packaging dan Environmental Concern berada di kuadran 2 (low important dan high performance), lalu Environmenral Knowledge dan Eco-Labelling termasuk dalam kuadran 3 (low important dan low performance). Setelah itu, diberikan manejerial implikasi berdasarkan pada analisis yang telah dilakukan. / The increasing amount of plastic bottle waste generated from drinking water can be a problem for the environment, because the decomposition of plastic bottle waste takes a long time for nature. One way to reduce the risk of environmental pollution is to use environmentally friendly products. Therefore, research was carried out that influenced the purchase intention of environmentally friendly products (Green Purchase Intention). The research objective is to find out the effect of Green Packaging, Eco-Labeling, Environmental Concern, and Environmental Knowledge on Green Purchase Intention mediated by Green Attitude. This research is quantitative by distributing questionnaires online to all Indonesian people who consume bottled drinking water and collecting data from 235 respondents. The data processing method used is PLS-SEM, producing Green Packaging, Eco-Labeling, Environmental Concern, and Environmental Knowledge influencing Green Attitude, then Green Attitude influencing Green Purchase Intention. Calculations were also carried out using the IPMA method from PLS-SEM which resulted in Green Attitude being in quadrant 1 (high important and high performance), then Green Packaging and Environmental Concern being in quadrant 2 (low important and high performance), then Environmental Knowledge and Eco-Labelling included in quadrant 3 (low important and low performance). After that, managerial implications are given.

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