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Abstract
Kerusakan lingkungan di Indonesia semakin hari semakin parah hal tersebut dapat mengancam kehidupan manusia dan dapat meningkatkan resiko bencana alam. Ditambah masih banyak masyarakat yang belum menyadari bahwa produk yang mereka gunakan ini dapat berdampak buruk bagi kulit dan lingkungan sekitar. Tujuan dari penelitian ini untuk menguji pengaruh kepedulian lingkungan, sikap, norma subjektif, kontrol perilaku yang diraskan, dan ketersediaan produk pada niat beli dan pembelian produk perawatan kulit ramah lingkungan. Metodologi mencakup pendekatan yang digunakan kuantitatif, teknik sampling, terdapat 302 responden dengan teknik convenience sampling. Dari hasil penelitian ini ditemukan bahwa kepedulian lingkungan, sikap, norma subjektif, kontrol perilaku yang dirasakan, dan ketersediaan produk berpengaruh positif dan signifikan terhadap niat beli produk perawatan kulit ramah lingkungan. Selanjutnya niat beli produk perwarawatan kulit ramah lingkungan berpengaruh positif dan signifikan terhadap pembelian produk perawatan kulit ramah lingkungan. Keterbatasan dari penelitian ini yaitu ketiadaan perwakilan secara sepesifik pada daerah tertentu apakah faktor demografi dan geografi turut berperan dalam pembelian produk. Bagi pelaku bisnis yang hendak menciptakan produk perawatan kulit disarankan untuk melakukan inovasi yaitu menciptakan produk perawatan kulit yang ramah lingkungan dan juga meakukan pemasaran serta mengedukasi konsumen dan meningkatkan ketersediaan produk. Untuk penelitian berikutnya sebaiknya spesifik mengangkat fenomena niat beli terhadap pembelian produk yang terfokus pada salah satu brand produk.
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Copyright (c) 2022 Acacia Fortuna Nadiya, Asmai Ishak
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References
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References
Ajzen, I. (1991) “The Theory of Planned Behavior,” Organizational Behavior and Human Decision Processes, 50(32), pp. 179–211. doi:10.1016/0749-5978(91)90020-T.
Amallia, B.A., Effendi, M.I. and Ghofar, A. (2021) “The Effect of Green Advertising, Trust, and Attitude on Green Purchase Intention: An Evidence from Jogjakarta, Indonesia,” International Journal of Creative Business and Management, 1(1), pp. 66–79. doi:10.31098/ijcbm.v1i1.4553.
Angelovska, J., Bilic Sotiroska, S. and Angelovska, N. (2012) “The Impact of Environmental Concern and Awareness on Consumer Behaviour,” J. Int. Environmental Application & Science, 7(2), pp. 406–416.
Boon, L.K., Fern, Y.S. and Chee, L.H. (2020) “Generation Y’s Purchase Intention towards Natural Skincare Products: A PLS-SEM Analysis,” Global Business and Management Research: An International Journal, 12(1), pp. 61–77. Available at: http://gbmrjournal.com/pdf/v12n1/V12N1-7.pdf.
Chan, R.Y.K. (2001) “Determinants of Chinese consumers’ green purchase behavior,” Psychology & Marketing, 18(4), pp. 389–413. doi:https://doi.org/10.1002/mar.1013.
Chaudhary, R. and Bisai, S. (2018) “Factors influencing green purchase behavior of millennials in India,” Management of Environmental Quality: An International Journal, 29(5), pp. 798–812. doi:10.1108/MEQ-02-2018-0023.
Chin, J. et al. (2018) “The Investigation of Consumers’ Behavior Intention in Using Green Skincare Products: A Pro-Environmental Behavior Model Approach,” Sustainability, p. 3922. doi:10.3390/su10113922.
Dewi, I.A.P.E.E. and Rastini, N.M. (2019) “Anteseden Niat Membeli Produk Kosmetik Ramah Lingkungan The Face Shop Di Kota Denpasar,” E-Jurnal Manajemen Universitas Udayana, 8(3), pp. 1872–1899. doi:10.24843/ejmunud.2019.v08.i03.p25.
Dhanwan, N., Jainani, K. and Ojha, N. (2020) “Green Products a Myth or Worth: An Indian Consumer Perspective,” International Journal of Psychosocial Rehabilitation, 24(6), pp. 8867–8876. Available at: https://www.psychosocial.com/article/PR260896/21442/.
F. Hair Jr, J. et al. (2014) “Partial least squares structural equation modeling (PLS-SEM),” European Business Review, 26(2), pp. 106–121. doi:10.1108/EBR-10-2013-0128.
Ghozali, I. and Latan, H. (2015) Partial Least Squares: Konsep, Teknik dan Aplikasi SmartPLS 3.0 untuk Penelitian Empiris. Semarang: Badan Penerbit Universitas Diponegoro.
Ginting, R.K. and Ekawati, N.W. (2016) “Pengaruh Pengetahuan Lingkungan terhadap Niat Membeli Produk Hijau pada Merek ‘Attack’ dengan Kepedulian Lingkungan sebagai Variabel Mediasi,” E-Jurnal Manajemen Universitas Udayana, 5(4), pp. 2223–2249. Available at: https://www.neliti.com/publications/253721/pengaruh-pengetahuan-lingkungan-terhadap-niat-membeli-produk-hijau-pada-merek-at#cite.
Hair, J.F. et al. (2017) A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Sage Publishing. SAGE Publications, Inc. Available at: https://us.sagepub.com/en-us/nam/a-primer-on-partial-least-squares-structural-equation-modeling-pls-sem/book244583.
Hair, J.F., Ringle, C.M. and Sarstedt, M. (2013) “Partial Least Squares Structural Equation Modeling: Rigorous Applications, Better Results and Higher Acceptance,” Long Range Planning, 46(1), pp. 1–12. doi:https://doi.org/10.1016/j.lrp.2013.01.001.
Handayani, I. (2021) Kepedulian Masyarakat Produk Ramah Lingkungan Naik 112%, Investor.id. Available at: https://investor.id/lifestyle/251356/kepedulian-masyarakat-produk-ramah-lingkungan-naik-112#:~:text=JAKARTA%2C investor.id - Riset,112%25 dari 2019 ke 2020. (Accessed: December 11, 2021).
Hawkins, D.I. and Mothersbaugh, D.L. (2010) Consumer Behavior: Building Marketing Strategy. New York: McGraw-Hill Irwin (McGraw-Hill/Irwin series in marketing). Available at: https://books.google.co.id/books?id=w0VqPgAACAAJ.
Hernomo, A.F. (2021) “Pengaruh Pengetahuan Lingkungan Dan Kepedulian Lingkungan Terhadap Niat Beli Produk the Body Shop Di Surabaya,” PERFORMA: Jurnal Manajemen dan Start-Up Bisnis, 6(4), pp. 302–311. doi:10.37715/jp.v6i4.2552.
Hsu, C.-L., Chang, C.-Y. and Yansritakul, C. (2017) “Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity,” Journal of Retailing and Consumer Services, 34, pp. 145–152. doi:https://doi.org/10.1016/j.jretconser.2016.10.006.
Jaiswal, D. and Kant, R. (2018) “Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers,” Journal of Retailing and Consumer Services, 41, pp. 60–69. doi:https://doi.org/10.1016/j.jretconser.2017.11.008.
Jayanti, N.D., Kumadji, S. and Yaningwati, F. (2013) “Analisis Faktor-faktor Yang Mempengaruhi Green Purchasing (Survei Pada Pelanggan Tupperware Di Kota Malang),” Jurnal Administrasi Bisnis, 5(1), pp. 1–7. Available at: http://administrasibisnis.studentjournal.ub.ac.id/index.php/jab/article/view/223.
Joshi, Y. and Rahman, Z. (2015) “Factors Affecting Green Purchase Behaviour and Future Research Directions,” International Strategic Management Review, 3(1), pp. 128–143. doi:https://doi.org/10.1016/j.ism.2015.04.001.
Kapoor, R., Singh, A.B. and Misra, R. (2019) “Green Cosmetics - Changing Young Consumer Preference and Reforming Cosmetic Industry,” International Journal of Recent Technology and Engineering, 8(4), pp. 12932–12939. doi:10.35940/ijrte.d6927.118419.
Khaola, P., Potiane, B. and Mokhethi, M. (2014) “Environmental Concern, Attitude Towards Green Products and Green Purchase Intentions of Consumers in Lesotho,” Ethiopian Journal of Environmental Studies & Management, 7(4), pp. 361–370. doi:10.4314/ejesm.v7i4.3.
Kim, H.Y. and Chung, J. (2011) “Consumer purchase intention for organic personal care products,” Journal of Consumer Marketing, 28(1), pp. 40–47. doi:10.1108/07363761111101930.
Kotler, P. and Armstrong, G. (2014) Principles of Marketing. 15th ed. New Jersey: Pearson Prentice Hall.
Lasuin, C.A. and Ching, N.Y. (2014) “Factors Influencing Green Purchase Intention among University Students,” Malaysian Journal of Business and Economics, 1(2), pp. 1–14. Available at: https://jurcon.ums.edu.my/ojums/index.php/mjbe/article/download/116/58.
Lee, E., Park, N.-K. and Han, J.H. (2013) “Gender Difference in Environmental Attitude and Behaviors in Adoption of Energy-Efficient Lighting at Home,” Journal of Sustainable Development, 6(9), pp. 36–50. doi:10.5539/jsd.v6n9p36.
Maichum, K., Parichatnon, S. and Peng, K.-C. (2016) “Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers,” Sustainability, p. 1077. doi:10.3390/su8101077.
Mamun, A. Al et al. (2020) “Predicting the purchase intention and behaviour towards green skincare products among Malaysian consumers,” Sustainability, 12(24), p. 10663. doi:10.3390/su122410663.
Mostafa, M.M. (2007) “Gender differences in Egyptian consumers’ green purchase behaviour: the effects of environmental knowledge, concern and attitude,” International Journal of Consumer Studies, 31(3), pp. 220–229. doi:https://doi.org/10.1111/j.1470-6431.2006.00523.x.
Paul, J., Modi, A. and Patel, J. (2016) “Predicting green product consumption using theory of planned behavior and reasoned action,” Journal of Retailing and Consumer Services, 29, pp. 123–134. doi:https://doi.org/10.1016/j.jretconser.2015.11.006.
Paul, J. and Rana, J. (2012) “Consumer behavior and purchase intention for organic food,” Journal of Consumer Marketing, 29(6), pp. 412–422. doi:10.1108/07363761211259223.
Puspita, G.C. (2017) Investigasi Keinginan Konsumen Wanita Membeli Produk Green Skincare Dengan Model Pro-Environmental Planned Behavior. Institut Teknologi Sepuluh Nopember.
Ramayah, T., Lee, J.W.C. and Mohamad, O. (2010) “Green product purchase intention: Some insights from a developing country,” Resources, Conservation and Recycling, 54(12), pp. 1419–1427. doi:https://doi.org/10.1016/j.resconrec.2010.06.007.
Rizaty, M.A. (2021) Mayoritas Sampah Nasional dari Aktivitas Rumah Tangga pada 2020, Katadata. Available at: https://databoks.katadata.co.id/datapublish/2021/07/29/mayoritas-sampah-nasional-dari-aktivitas-rumah-tangga-pada-2020#:~:text=Mayoritas Sampah Nasional dari Aktivitas Rumah Tangga pada 2020,-Layanan konsumen %26 Kesehatan&text=Indonesia menghasilkan 67%2C8 juta,berasal dari aktivitas rumah tangga. (Accessed: February 22, 2021).
Ruslim, T.S., Kartika, Y. and Hapsari, C.G. (2022) “Effect Of Environmental Concern, Attitude, Subjective Norms, Perceived Behavioral Control And Availability On Purchase Of Green Skincare Products With Intention To Purchase As A Mediation Variable,” Jurnal Ilmiah Manajemen dan Bisnis, 8(1), pp. 120–137. doi:10.22441/jimb.v8i1.14499.
Shalmont, J. (2020) “Sustainable Beauty: Kesiapan Konsumen di Indonesia dalam Mengintegrasikan Konsep Keberlanjutan dalam Pengelolaan Sampah Kemasan Plastik Produk Industri Kecantikan,” Law Review, 20(2), pp. 138–168. Available at: http://ojs.uph.edu/index.php/LR/article/view/2591/pdf_1.
Singhal, A. and Malik, G. (2021) “The attitude and purchasing of female consumers towards green marketing related to cosmetic industry,” Journal of Science and Technology Policy Management, 12(3), pp. 514–531. doi:10.1108/JSTPM-11-2017-0063.
Sugiyono (2017) Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: Alfabeta.
Sumarsono and Giyatno, Y. (2012) “Analisis sikap dan pengetahuan konsumen terhadap ecolabelling serta pengaruhnya pada keputusan pembelian produk ramah lingkungan,” Performance: Business and Management Journal, 15(1), pp. 70–85. Available at: http://www.jp.feb.unsoed.ac.id/index.php/Performance/article/view/73.
Suprapti, N.W.S. (2010) Perilaku Konsumen Pemahaman Dasar dan Aplikasinya dalam Strategi Pemasaran. Udayana University Press.
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