ASPEK-ASPEK YANG MEMENGARUHI PERILAKU KONSUMEN RAMAH LINGKUNGAN TERHADAP PRODUK THE BODY SHOP DI WILAYAH JABODETABEK

Della Anissa Hasyim, Gilang Pratama

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh variabel usia sebagai moderator pada hubungan antara environment knowledge, green consumer behavior (GCB), emotional affinity towar nature (EAN), attitude toward environment, enviromental values. Green Consumer Behavior menjadi prediktor penting bagi lingkungan dalam mendukung keberlanjutan dan pelestarian lingkungan Jenis penelitian ini penelitan deskriptif kuantitas dengan pendekatan metode kuantitatif melalui teknik purposive sampling dengan 200 responden yang menjadi pengguna produk The Body Shop, berdomisili di area Jabodetabek dan usia responden minimal 17 tahun. Penelitian ini menggunakan metode Structural Equation Model Partial Least Square (SEM-PLS). Hasil penelitian ini menunjukan green consumer behavior terbentuk karena dipengaruhi oleh attitude toward environment, environmental knowledge. Namun green consumer behavior tidak dipengaruhi oleh emotional affinity toward nature dan environmental values. Dengan demikian, dengan temuan penelitian ini mampu The Body Shop terus berinovasi dalam produk dan praktik bisnis yang ramah lingkungan dapat membantu memperkuat citra The Body Shop sebagai merek yang peduli lingkungan. 

Keywords


Attitude toward environment, emotional affinity toward nature, environmental values, environmental knowledge, green consumer behavior

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References


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DOI: http://dx.doi.org/10.31604/jips.v11i12.2024.5216-5231

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