Pengaruh kepedulian lingkungan dan kesadaran kesehatan terhadap minat beli konsumen pada produk ramah lingkungan
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Abstract
In the last few years until now, the world is faced with environmental problems that have an impact on environmental damage and global warming. It is suspected that the use of products that are not pro-environmentally can pollute the environment which can be dangerous for the ecosystem and health. The purpose of this study is to examine and analyze the factors that can influence consumer purchase intentions in pro-environmentally products because until now there are still many uses of products that are not pro-environmentally. This study examines several factors, including consumer trust in producers, environmental concerns, health concerns, and external factors in eco-labels. By using the PLS-SEM analysis technique and involving approximately 203 respondents in the Jabodetabek area, the results show that environmental concern affects consumer purchase intention in pro-environmentally products, the eco-label can affect consumer trust in producers, and environmental concern also health concern can positively moderate the relationship between consumer trust in producers and purchase intention.
Beberapa tahun terakhir hingga saat ini, dunia dihadapkan pada permasalahan lingkungan yang berdampak pada kerusakan lingkungan dan pemanasan global. Diduga bahwa penggunaan produk yang tidak ramah lingkungan dapat mencemari lingkungan sehingga sangat berbahaya bagi ekosistem dan kesehatan. Tujuan dari penelitian ini untuk menganalisis faktor-faktor yang dapat memengaruhi minat beli konsumen pada produk ramah lingkungan. Faktornya antara lain kepercayaan konsumen pada produsen, kepedulian lingkungan, kesadaran kesehatan, dan faktor eksternal eco-label. Penelitian menggunakan teknik analisis data menggunakan PLS-SEM dengan sampel sebanyak 203 responden di area Jabodetabek. Hasil penelitian yang didapat menunjukkan bahwa kepedulian lingkungan memengaruhi minat beli konsumen pada produk ramah lingkungan, kepercayaan konsumen pada produsen dapat memengaruhi minat beli konsumen, eco-label dapat memengaruhi kepercayaan konsumen pada produsen, dan kepedulian lingkungan serta kesadaran kesehatan secara positif dapat memoderasi hubungan antara kepercayaan konsumen pada produsen dan minat beli.
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