Pengaruh dimensi nilai konsumsi dan green trust terhadap green purchase intention konsumen

Gleny, Gleny (2023) Pengaruh dimensi nilai konsumsi dan green trust terhadap green purchase intention konsumen. Masters thesis, Universitas Pelita Harapan.

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Abstract

Dengan semakin meningkatnya kekhawatiran global atas perubahan iklim, hal yang sama juga dikhawatirkan oleh pemerintah Indonesia. Peningkatan akan gas rumah kaca yang terus meningkat dan mempengaruhi perubahan iklim, dimana peningkatan gas rumah kaca salah satunya bersumber dari emisi pembuangan bahan bakar fosil kendaraan bermotor. Dengan mempertimbangkan hal ini mengharuskan pemerintah Indonesia untuk mengambil tindakan untuk mendorong penggunaan kendaraan listrik. Sehingga menjadi penting untuk diteliti hal-hal yang mempengaruhi intensi pembelian kendaraan listrik. Penelitian ini mengajukan model mengajukan model penelitian mengenai pengaruh dimensi konsumsi dan green trust terhadap green purchase intention konsumen. Dimensi konsumsi yang digunakan berdasarkan teori nilai-nilai konsumsi yang mencakup nilai fungsional, nilai sosial, nilai emosional, nilai kondisional dan nilai epistemik. Penelitian ini mengumpulkan data dengan membagikan kuesioner secara daring melalui Google Form dan didapatkan 206 responden yang dapat digunakan dalam penelitian ini. Data tersebut diolah menggunakan program SmartPLS 3.0 dengan metode partial least square equation analysis. Hasil yang didapatkan bahwa adanya pengaruh positif nilai fungsional, nilai epistemik dan green trust terhadap green purchase intention. Sedangkan nilai sosial, nilai emosional dan nilai kondisional tidak memiliki pengaruh positif terhadap green purchase intention. / By increasing global concern over climate change, The Government of Indonesia is also worried about the same thing. The increase in greenhouse gasses rate continues to increase and affects climate change, where one of the sources of increased greenhouse gasses is emissions from motor vehicle fossil fuel based. Taking this into account, requires the Government of Indonesia to take action to encourage the use of electric vehicles. Hence, this is important to examine the aspects that influence the consumers’ intention to buy electric vehicles. This study proposes a research model regarding the influence of the consumption dimension and green trust on consumers' green purchase intention. The consumption dimension used is based on the theory of consumption values which includes functional values, social values, emotional values, conditional values and epistemic values. This study collected data by distributing online questionnaires via Google Form and obtained 206 respondents. The data was processed using the SmartPLS 3.0 program with the partial least square equation analysis method. The results show that there is a positive influence of functional value, epistemic value and green trust on green purchase intention. Meanwhile, social values, emotional values and conditional values do not have a positive effect on green purchase intention.

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