Pengaruh green brand image, green awareness, green advertising, dan ecological knowledge terhadap green purchase intention dan pengaruhnya terhadap green purchase behavior produk Bir Bintang dan Heineken di DKI Jakarta

Adelina, Cynthia (2023) Pengaruh green brand image, green awareness, green advertising, dan ecological knowledge terhadap green purchase intention dan pengaruhnya terhadap green purchase behavior produk Bir Bintang dan Heineken di DKI Jakarta. Masters thesis, Universitas Pelita Harapan.

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Abstract

Green marketing strategies telah menjadi semakin penting dalam mengatasi masalah pemanasan global yang mendesak. Perusahaan-perusahaan mengadopsi green marketing sebagai cara untuk membentuk brand image yang positif dan unggul dalam menawarkan produk yang peduli lingkungan yang pada akhirnya mempengaruhi keputusan pembelian konsumen. Penelitian ini menguji dampak green brand image, green awareness, green advertising, dan ecological knowledge terhadap green purchase intention dan green purchase behavior pada konsumen Beer Bintang/Heineken di DKI Jakarta. Studi ini menggunakan data yang dikumpulkan dari 206 responden yang pernah membeli dan telah melihat iklan untuk merek bir tersebut. Hasil penelitian menunjukkan bahwa green brand image, green advertising dan ecological knowledge secara signifikan dan positif mempengaruhi green purchase intention. Sebaliknya green awareness memiliki dampak negatif pada green purchase intention. Selain itu, green purchase intention secara signifikan memengaruhi green purchase behavior. Keunikan dari penelitian ini terletak pada model empirisnya untuk memprediksi keputusan pembelian hijau dalam industri bir di Indonesia. Diharapkan model ini juga dapat digunakan oleh perusahaan FMCG ramah lingkungan lainnya dan industri ritel untuk mengembangkan strategi pemasaran untuk meningkatkan keputusan pembelian hijau pelanggan. Penelitian ini memberikan kontribusi bagi upaya global dalam mengatasi perubahan iklim dan masalah lingkungan melalui pilihan konsumen yang berdasarkan informasi. / Green marketing strategies have become increasingly important in addressing the pressing issue of global warming. Companies are adopting green marketing to shape a positive and competitive brand image in offering environmentally conscious products, which ultimately affects consumer purchasing decisions. This study examines the impact of green brand image, green awareness, green advertising, and ecological knowledge on green purchase intention and green purchase behaviour among Beer Bintang/Heineken consumers in DKI Jakarta. The research collected data from 206 respondents who have purchased and seen advertisements for the beer brand. The research findings indicate that green brand image, green advertising, and ecological knowledge significantly and positively influence green purchase intention. Conversely, green awareness has a negative impact on green purchase intention. Additionally, green purchase intention significantly influences green purchase behaviour. The uniqueness of this study lies in its empirical model for predicting green purchasing decisions in the beer industry in Indonesia. It is hoped that this model can also be used by other environmentally friendly FMCG companies and retail industries to develop marketing strategies to enhance customers' green purchasing decisions. This research contributes to global efforts in addressing climate change and environmental issues through consumer choices based on information.

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