Pengaruh green perceived value dan consumer attitude terhadap intensi pembelian sedotan kaca
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Abstract
The purpose of this paper is to observe the correlation between consumer attitudes and green perceived value (functional value, conditional value, social value, and emotional value) toward intentions to purchase glass straw products. In addition, this research also explores the level of awareness of the citizen in Indonesia and the importance of a green environment for future sustainability, given the fact, Indonesia is the second largest contributor to plastic waste in the world. Data is collected from 214 correspondence in Indonesia, located in Java and Bali Island through an online questionnaire survey method (Google Form). Data analysis was conducted by Partial Least Squares-Structural Equation Modeling (PLS-SEM) tool. The results of variance-based PLS-SEM suggested that consumer’s attitudes, social value, and emotional value positively affect purchase intention for glass straws, while functional value and conditional value were not strongly affecting purchase intention for glass straw products. Consumer attitude and green perceived value can be used by firms and businesses to better market their products and improve consumers’ awareness toward glass straw products, as well as increase purchase intention. This study enriches the research about the factors that influence consumers’ purchase intention of glass straw products in Indonesia as part of future sustainability.
Tujuan dari makalah ini adalah untuk mengamati hubungan antara consumer attitude dan green perceived value (nilai fungsional, nilai kondisional, nilai sosial, dan nilai emosional) terhadap niat untuk membeli produk sedotan kaca. Selain itu, penelitian ini juga menggali tingkat kesadaran masyarakat Indonesia akan pentingnya green environment untuk keberlanjutan masa depan, mengingat Indonesia merupakan penyumbang sampah plastik terbesar kedua di dunia. Data dikumpulkan dari 214 korespondensi di Indonesia yang berlokasi di Pulau Jawa dan Bali melalui metode survei kuesioner online (Google Form). Analisis data dilakukan dengan alat Partial Least Squares (PLS) - model persamaan struktural (SEM). Hasil PLS-SEM berbasis varians menunjukkan bahwa sikap pelanggan, nilai sosial, dan nilai emosional secara positif memengaruhi niat untuk membeli sedotan kaca, sedangkan nilai fungsional dan nilai kondisional tidak cukup kuat untuk memengaruhi niat membeli produk sedotan kaca. Consumer attitude dan green perceived value dapat digunakan oleh perusahaan
dan bisnis untuk memasarkan produk mereka dengan lebih baik dan meningkatkan kesadaran konsumen terhadap produk sedotan kaca, serta meningkatkan niat untuk membeli. Studi ini memperkaya penelitian tentang faktor-faktor yang memengaruhi niat beli konsumen terhadap produk sedotan kaca di Indonesia sebagai bagian dari keberlanjutan masa depan.
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