YOUNG CONSUMERS’ GREEN PURCHASING BEHAVIOR: THE INFLUENCE OF ENVIRONMENTAL AWARENESS AND GREEN MARKETING

Dimas Yudhayana Warmadewa, Eristia Lidia Paramita

Abstract

The increase in the amount of waste is highlighting a fairly high problem in Indonesia nowadays. With the awareness of this problem, many manufacturers have started to create environmentally friendly products such as stainless steel straws. The stainless steel straw is quite a breakthrough to start the market using a green marketing strategy. This study aims to determine the effect of environmental awareness and green marketing on purchasing decisions of young consumers on stainless steel straws. The approach used in this research was quantitative. The populations in this study were students who have used stainless steel straws. There were 345 respondents. The purposive sampling technique was used to obtain data, with criteria: 1) ever bought a stainless steel straw; (2) 18-22 years old. The data analysis was multiple linear analysis test. The results of this study indicated that environmental awareness has no effect on purchasing decisions, while green marketing has an effect on purchasing decisions.
Keywords : Environmental awareness, green marketing, purchasing decisions, young consumers

Full Text:

PDF

References

Afandi, A., Neolaka, A., & Saleh, R. (2011). Pemeliharaan Taman Lingkungan Di Jakarta Pusat. 53–66.

Agustina, R., DH, A., & Wilopo, W. (2016). Pengaruh Pemasaran Hijau Terhadap Citra Merek Hijau Serta Dampaknya Pada Keputusan Pembelian. Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 33(1), 171–179.

Ahmad, F., Lapian, J., & Soegoto, A. S. (2016). Analisis Green Product dan Green Marketing Strategy terhadap Keputusan Pembelian The Body Shop di Manado Town Square. Emba, 4(1), 33–44.

Arief, A. M. (2020). KLHK: Peningkatan Komposisi Sampah Plastik 6 Persen Per Tahun. Retrieved from https://ekonomi.bisnis.com/read/20200207/257/1198747/klhk-peningkatan-komposisi-sampah-plastik-6-persen-per-tahun

Ariescy, R. R., Amriel, E. E. Y., & Anindita, R. (2019). Pengaruh Iklan Hijau Dan Kesadaran Lingkungan Terhadap Minat Beli Dan Keputusan Pembelian Air Mineral Merek Ades Di Kabupaten Jember. Jurnal MEBIS (Manajemen Dan Bisnis), 4(2), 142–149. https://doi.org/10.33005/mebis.v4i2.64

Chapman, J., & Wahlers, R. (1999). A Revision and Empirical Test of the Extended Price-Perceived Quality Model. Journal of Marketing Theory and Practice, 7(3), 53–64. https://doi.org/10.1080/10696679.1999.11501840

D’Souza, C., Taghian, M., & Lamb, P. (2006). An empirical study on the influence of environmental labels on consumers. Corporate Communications, 11(2), 162–173. https://doi.org/10.1108/13563280610661697

Farhanah, A., & Kusumastuti, A. E. (2020). Kesadaran Produk Ramah Lingkungan Sebagai Mediasi : Kepedulian Lingkungan dan Efektivitas Sosial Media. 2(1), 65–80.

Junaedi, M. F. S. (2005). Pengaruh Kesadaran Lingkungan Pada Niat Beli Produk Hijau : Studi Perilaku Konsumen Berwawasan Lingkungan. Benefit, 9(2), 189–201.

Karlina, G., & Setyorini, R. (2019). Pengaruh Green Marketing Terhadap Keputusan Pembelian Dengan Brand Image Sebagai Mediator ( Studi Pada Innisfree Bandung ). Karya Ilmiah - Skripsi (S1) - Reference Prodi S1 Administrasi Bisnis, Fakultas Komunikasi Bisnis, Universitas Telkom, 1(2), 56–65.

Karuniastuti, N. (2013). Bahaya Plastik terhadap Kesehatan dan Lingkungan. Swara Patra: Majalah Pusdiklat Migas, 3(1), 6–14. Retrieved from http://ejurnal.ppsdmmigas.esdm.go.id/sp/index.php/swarapatra/article/view/43/65

Khoirudin, I. A. (2020). Perbedaan pengaruh produk hijau dan produk non hijau terhadap penolakan produk.

Kotler, P., & Keller, K. L. (2014). Marketing Management. In Small Business Marketing. https://doi.org/10.1007/978-1-137-32601-0_12

Kumadji, R. D. A., Srikandi, & Yulianto, E. (2015). Pengaruh Green Marketing Terhadap Minat Beli Serta Dampaknya Pada Keputusan Pembelian (Survei Pada Konsumen Non-Member Tupperware Di Kota Malang). Jurnal Administrasi Bisnis, 22(2), 37–36.

Kusuma, E. I., Surya, J., & Suhendra, I. (2017). Pengaruh Strategi Green Marketing dan Pengetahuan Lingkungan Terhadap Keputusan Pembelian Melalui Minat Beli Sebgai Variabel Intervening (Studi pada member Tupperware di Kota Rangkasbitung). Jurnal Riset Bisnis Dan Manajemen Tirtayasa, 1(1), 33–49.

Lestari, E. R., Putri, H. K., Anindita, C., Laksmiari, M. B., Korespondensi, P., Product, G., … Lingkungan, K. (2020). Pengaruh Green Product (Minuman Ramah Lingkungan), Green Advertising, dan Kepedulian Lingkungan Terhadap Green Trust dan Implikasi Terhadap Minat Beli. 21(1).

Ling, T. C. N., Oluwaseyi, O. A., & Ramayah, T. (2019). Determinants of green product buying decision among young consumers in Malaysia. Young Consumers, 20(2). https://doi.org/10.1108/YC-12-2018-0898

Maharani, A. (2019). Benarkah Sedotan Stainless Steel Lebih Baik untuk Kesehatan? Retrieved from https://www.klikdokter.com/info-sehat/read/3621480/benarkah-sedotan-stainless-steel-lebih-baik-untuk-kesehatan

Pangestuti, M. A. F. R. E. (2018). Ekolabel ( Studi Pada Produk Pt Ultrajaya ). Jurnal Administrasi Bisnis (JAB), 57(1), 38–45.

Paramita, N. D., & Kerti Yasa, N. N. (2015). Sikap Dalam Memediasi Hubungan Kesadaran Lingkungan. Jurnal Manajemen Dan Kewirausahaan, 17(2), 177–185. https://doi.org/10.9744/jmk.17.2.177

Polonsky, M. J. (1994). An Introduction To Green Marketing. Electronic Green Journal, 1(2). https://doi.org/10.5070/g31210177

Prashant, K., & M, G. B. (2015). Factors affecting consumers’ green product purchase decisions. Marketing Intelligence & Planning, 33(3), 330–347. https://doi.org/10.1108/MIP-03-2014-0068

Rita. (2017). Green Marketing. Retrieved from https://bbs.binus.ac.id/gbm/2017/05/20/green-marketing/

Rohmah, D. U. H., Windarwati, S., & Luketsi, W. P. (2019). Pengaruh Penambahan Karagenan dan Sarbitol pada Kuat Tarik Edible Straw dari Nanas Subgrade. 03(02), 70–77.

Septifani, R., Achmadi, F., & Santoso, I. (2014). Pengaruh Green Marketing, Pengetahuan. Jurnal Manajemen Teknologi, 13(2), 201–218.

Setiyonovita, R., & Shahrivar, J. (2017). Manajemen Pemasaran : Manajemen Pemasaran Modern. 9(2), 26.

Suki, N. M. (2013). Green awareness effects on consumers’ purchasing decision: Some insights from Malaysia. International Journal of Asia-Pacific Studies, 9(2), 49–63.

Utami, R. D., Gunarsih, T., & Aryanti, T. (2014). Pengaruh Pengetahuan, Kepedulian Dan Sikap Pada Lingkungan Terhadap Minat Pembelian Produk Hijau. Media Trend, 9(2), 151–161.

Refbacks

  • There are currently no refbacks.