DAMPAK NILAI ALTRUISTIK, BIOSFERIK, KOLEKTIVISTIK, DAN KONSUMSI TERHADAP PERILAKU HIJAU IKEA INDONESIA
Keywords:
Pro-Environmental Values, Consumption Values, Green Purchase Attitude, Green Purchase IntentionAbstract
Penelitian ini mengkaji pengaruh nilai-nilai dan pola konsumsi terhadap sikap dan niat membeli produk ramah lingkungan di IKEA Indonesia. Dengan menggunakan metode survei purposive sampling, penelitian melibatkan 205 responden di Indonesia yang diberikan kuesioner dengan skala Likert 1-5. Data yang terkumpul kemudian dianalisis menggunakan Structural Equation Modeling (SEM) melalui software AMOS versi 26. Hasil penelitian menunjukkan adanya dinamika menarik dalam perilaku konsumen terhadap produk ramah lingkungan. Nilai-nilai biosferik dan fungsional terbukti memiliki pengaruh positif yang signifikan terhadap sikap pembelian produk ramah lingkungan. Ketika konsumen memiliki sikap positif yang didasari oleh nilai-nilai tersebut, niat mereka untuk membeli produk ramah lingkungan juga meningkat. Namun, ditemukan bahwa nilai sosial justru memberikan pengaruh negatif terhadap sikap pembelian ramah lingkungan, yang pada gilirannya dapat menurunkan niat pembelian. Temuan ini memberikan implikasi penting bagi strategi pemasaran hijau perusahaan. Dengan memahami faktor-faktor yang mempengaruhi sikap dan niat pembelian konsumen, perusahaan dapat merancang kampanye pemasaran yang lebih efektif untuk meningkatkan permintaan produk ramah lingkungan. Lebih jauh lagi, strategi yang tepat tidak hanya akan meningkatkan penjualan, tetapi juga memperkuat citra merek dan memberikan kontribusi positif bagi pertumbuhan ekonomi berkelanjutan.
References
Actavianus, J. R., & Purmono, B. B. (2023). the Influence of Service Quality on Loyalty Through Customer Satisfaction and Trust As Intervening Variables in Pt. Bpr Universal Kalbar. JEMBA: Journal of Economics, Management, Business and Accounting, 1(4), 20–45. https://doi.org/10.54783/jemba.v1i4.22
Alamsyah, D. P., Othman, N. A., & Mohammed, H. A. A. (2020). The awareness of environmentally friendly products: The impact of green advertising and green brand image. Management Science Letters, 10(9), 1961–1968. https://doi.org/10.5267/j.msl.2020.2.017
Anggraeni, D., & Balqiah, T. E. (2021). What Influence Indonesian Millennial to Have Environmentally Conscious Consumer Behavior? Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020), 187(Gcbme 2020), 439–444. https://doi.org/10.2991/aebmr.k.210831.087
Azhar, A., Basyir, M. D., & Alfitri, A. (2016). Hubungan Pengetahuan Dan Etika Lingkungan Dengan Sikap Dan Perilaku Menjaga Kelestarian Lingkungan. Jurnal Ilmu Lingkungan, 13(1), 36. https://doi.org/10.14710/jil.13.1.36-41
Correia, E., Sousa, S., Viseu, C., & Larguinho, M. (2023). Analysing the Influence of Green Marketing Communication in Consumers’ Green Purchase Behaviour. International Journal of Environmental Research and Public Health, 20(2). https://doi.org/10.3390/ijerph20021356
Dewi, R., Azis, N., & A.Basalamah, M. S. (2023). Persepsi, Referensi Kelompok Terhadap Keputusan Pembelian Produk Halal Kosmetik Pada Mahasiswi Feb Universitas Muslim Indonesia. Jurnal Bisnis dan Kewirausahaan, 12(2), Article 2. https://doi.org/10.37476/jbk.v12i2.3759
Hijau, S. K. (2018). Ghaida Sekarlita F.S 1 , Rita Istiana 2 , Oding Sunardi 2 ABSTRAK. 11, 1–5.
Kalifa, A. M., Wahyudi, A. M., Istijanto, I., & Amelia, N. (2020). Pengaruh Nilai Konsumen dan Pengalaman Masa Lalu terhadap Niat Pembelian Konsumen untuk Membeli Produk Perawatan Tubuh Organik. Kajian Branding Indonesia, 2(2), 337–378. https://doi.org/10.21632/kbi.2.2.337-378
Larasati, C. D. A., & Wijayanti, R. (2022). Determinan Perilaku Pembelian Hijau Pada Generasi Z Di Indonesia. Eqien - Jurnal Ekonomi Dan Bisnis, 11(04). https://doi.org/10.34308/eqien.v11i04.1309
Leckie, C., Rayne, D., & Johnson, L. W. (2021). Promoting customer engagement behavior for green brands. Sustainability (Switzerland), 13(15), 1–22. https://doi.org/10.3390/su13158404
Liao, Y. K., Wu, W. Y., & Pham, T. T. (2020). Examining the moderating effects of green marketing and green psychological benefits on customers’ green attitude, value and purchase intention. Sustainability (Switzerland), 12(18). https://doi.org/10.3390/SU12187461
Listiana, E., & Fakhri, M. F. (2020). Kesadaran Lingkungan, Green Marketing dan Citra Merek Serta Dampaknya Pada Pembelian Mobil LCGC (Studi empiris pembelian Mobil LCGC di Kota Pontianak. Proceeding Strategi Pemulihan Bisnis UMKM Masa Adaptasi Kebiasaan Baru, 59, 45–54.
Maharani, B. D., & Purnamarini, T. R. (2022). Aplikasi Theory of Consumption Value Terhadap Intensi Pembelian Produk Ramah Lingkungan. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 9(2), 103–113. https://doi.org/10.36987/ecobi.v9i2.2448
Marza, A. R., Bangsawan, S., & S, M. M. (2022). The Effect of Altruistic Value and Egoistic Value on Attitude and Purchase Intention Green Cosmetics in Indonesia. The International Journal of Business & Management, 10(7), 66–74. https://doi.org/10.24940/theijbm/2022/v10/i7/bm2207-011
Pebrianti, W., & Aulia, M. (2021). The Effect of Green Brand Knowledge and Green Brand Positioning on Purchase Intention Mediated by Attitude Towards Green Brand: Study on Stainless Steel Straw Products by Zero Waste. Jurnal Dinamika Manajemen, 12(2), 201–214. https://doi.org/10.15294/jdm.v12i2.32065
Perera, C. R., Kalantari Daronkola, H., & Johnson, L. W. (2022). Anthropocentric, biospheric and egobiocentric environmental values and green product purchase intention: The mediating effect of environmental identity. Journal of Consumer Behaviour, 21(6), 1334–1350. https://doi.org/10.1002/cb.2095
Setiawan, D. (2024). Analisis Sistem E-Dimas Universitas Jambi dengan Pendekatan HOT-FIT Model. Jurnal Sistem Informasi Bisnis , 14(1), 1–11. https://doi.org/10.21456/vol14iss1pp77-87
Setyawan, A. (2017). Pembingkaian Pesan dan Perubahan Fungsi Utilitas Konsumen Produk Ramah Lingkungan: Sebuah Rerangka Konseptual. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 1(1), 1–9. https://doi.org/10.31842/jurnal-inobis.v1i1.12
Shadiqi, M. A., Handayani, S. L., Azizah, A. N., Aziza, L. A., & Mayangsari, M. D. (2022). Strong Alone, Stronger Together: The Role of Collectivism, Individualism, Egoism, and Self-Efficacy in the Prosocial Behavior of Flood Volunteers. ANIMA Indonesian Psychological Journal, 37(2), 217–243. https://doi.org/10.24123/aipj.v37i2.5030
Sianata, V. V., & Keni, K. (2023). Faktor-faktor penentu niat beli produk pakaian. Jurnal Manajemen Maranatha, 22(2), 149–168. https://doi.org/10.28932/jmm.v22i2.5999
Simanjuntak, M., Nafila, N. L., Yuliati, L. N., Johan, I. R., Najib, M., & Sabri, M. F. (2023). Environmental Care Attitudes and Intention to Purchase Green Products: Impact of Environmental Knowledge, Word of Mouth, and Green Marketing. Sustainability (Switzerland), 15(6). https://doi.org/10.3390/su15065445
Sofriana Imaningsih, E., Yusliza, M. Y., Hamdan, H., Marlapa, E., & Shiratina, A. (2023). Towards Green Behavior: Egoistic And Biospheric Values Enhance Green Self-Identities. Jurnal Manajemen, 27(3), 449–470. https://doi.org/10.24912/jm.v27i3.1369
Steg, L. (2016). Values, Norms, and Intrinsic Motivation to Act Proenvironmentally. Annual Review of Environment and Resources, 41, 277–292. https://doi.org/10.1146/annurev-environ-110615-085947
Van der Werff, E., Steg, L., & Keizer, K. (2013). The value of environmental self-identity: The relationship between biospheric values, environmental self-identity and environmental preferences, intentions and behaviour. Journal of Environmental Psychology, 34, 55–63. https://doi.org/10.1016/j.jenvp.2012.12.006
Van Doorn, J., & Verhoef, P. C. (2015). Drivers of and Barriers to Organic Purchase Behavior. Journal of Retailing, 91(3), 436–450. https://doi.org/10.1016/j.jretai.2015.02.003
Wang, C. P., Zhang, Q., Wong, P. P. W., & Wang, L. (2023). Consumers’ green purchase intention to visit green hotels: A value-belief-norm theory perspective. Frontiers in Psychology, 14(March), 1–14. https://doi.org/10.3389/fpsyg.2023.1139116
Wang, L., Zhang, Q., & Wong, P. P. W. (2022). Purchase Intention for Green Cars Among Chinese Millennials: Merging the Value–Attitude–Behavior Theory and Theory of Planned Behavior. Frontiers in Psychology, 13(February). https://doi.org/10.3389/fpsyg.2022.786292
Wang, X., Van der Werff, E., Bouman, T., Harder, M. K., & Steg, L. (2021). I Am vs. We Are: How Biospheric Values and Environmental Identity of Individuals and Groups Can Influence Pro-environmental Behaviour. Frontiers in Psychology, 12(February), 1–11. https://doi.org/10.3389/fpsyg.2021.618956
Widyastuti, S., Said, M., Siswono, S., & Dian. (2019). Customer Trust through Green Corporate Image, Green Marketing Staretgy and Social Responsibility: A Case Study. European Research Studies Journal, XXII(Issue 3), 343–359. https://doi.org/10.35808/ersj/1476
Woo, E., & Kim, Y. G. (2019). Consumer attitudes and buying behavior for green food products: From the aspect of green perceived value (GPV). British Food Journal, 121(2), 320–332. https://doi.org/10.1108/BFJ-01-2018-0027
Yulia, Y. A., & Untoro, W. (2016). Efek Nilai Konsumsi Terhadap Niat Pembelian Kembali Pada Green Product. Jurnal Economia, 12(1), 83. https://doi.org/10.21831/economia.v12i1.9828
Zhou, M., & Yu, H. (2022). Exploring How Tourist Engagement Affects Destination Loyalty: The Intermediary Role of Value and Satisfaction. Sustainability (Switzerland), 14(3), 1–17. https://doi.org/10.3390/su14031621
1.jpg){kind=logo}
