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Abstrak :
Saat ini pasar dunia terus berubah, pilar keberlanjutan seperti lingkungan, ekonomi dan keadilan sosial telah menjadi bagian dari pengambilan keputusan pemasaran. Mengembangkan strategi pemasaran di tengah-tengah masalah lingkungan dan ekonomi saat ini telah menyebabkan fokus pada pentingnya pemasaran hijau. Menggunakan theory of consumption values dan value-attitude-behavior model, penelitian ini mengusulkan untuk mengeksplorasi green consumer behavior untuk green product di Indonesia. Attitude toward green product dan consumer values seperti functional value (price and quality), social value, conditional value, epistemic value, emotional value, and environmental value digunakan untuk mempelajari green consumer behavior untuk green products. Penelitian ini mengembangkan model penelitian dan diuji secara empiris dengan mengumpulkan data dari kuesioner yang didistribusikan di Indonesia. Berdasarkan sampel 200 responden, hasilnya menunjukkan bahwa hanya social value yang berdampak positif pada green consumer behavior, functional value (price), functional value (quality), environmental value, conditional value, epistemic value, dan emotional value tidak mempengaruhi green consumer behavior. Sebagai mediator, attitude toward green product memiliki pengaruh yang signifikan terhadap epistemic value, environmental value, dan emotional value. Ini menegaskan dan secara signifikan menambah literatur green consumer behavior di pasar yang berkembang. ...... At the moment the world market continues to change, sustainability pillars such as environment, economy and social justice have become part of marketing decision-making. Developing a marketing strategy in the midst of current environmental and economic issues has led to a focus on the importance of green marketing. Using the theory of consumption values and value-attitude-behavior model, this research proposes to explore the green consumer behavior for green products in Indonesia. Attitude toward green product and consumer values such as functional value (price and quality), social value, conditional value, epistemic value, emotional value, and environmental value were used to study the green consumer behavior for green products. This study developed a research model and empirically tested by collecting data from questionnaires that were distributed in Indonesia. Based on a sample of 200 respondents, the results indicate that only social value has a positive impact on green consumer behavior, functional value (price), functional value (quality), environmental value, conditional value, epistemic value, and emotional value do not influence green consumer behavior. As a mediator, attitude toward green product has a significant effect on epistemic value, environmental value, and emotional value. This confirms and significantly adds to the literature of green consumer behavior in a developing market.

Abstrak :
Perubahan iklim dan lingkungan yang memburuk meningkatkan kepedulian konsumen terhadap lingkungan dan konsumsi green product. Salah satu cara yang dapat dilakukan perusahaan di tengah-tengah masalah lingkungan dan ekonomi ini dengan melakukan green marketing. Menggunakan theory of planned behavior dan stimulusorganism-response, penelitian ini mengusulkan untuk mengekplorasi purchase experience, green perceived value, green perceived risk, environmental consciousness, green attitude, green trust, dan purchase intention untuk produk the body shop. Penelitian ini mengembangkan model penelitian dan diuji secara empiris dengan menggunakan metode SEM AMOS. Berdasarkan sampel dari 274 orang responden, hasilnya menunjukkan bahwa ada efek signifikan antara, previous purchase experience terhadap environmental consciousness, previous purchase experience terhadap green trust, green perceived value terhadap environmental consciousness, green perceived value terhadap green attitude, green perceived value terhadap green trust, green perceived risk terhadap green attitude, environmental consciousness terhadap purchase intention, green attitude terhadap purchase intention, dan green trust terhadap purchase intention. ......Climate change and the worsening environment are increasing consumer concern for the environment and consumption of green products. One way that companies can do amid environmental and economic problems is by doing green marketing. Using the theory of planned behavior and stimulus-organism-response, this study proposes to explore purchase experience, green perceived value, green perceived risk, environmental consciousness, green attitude, green trust, and purchase intention for the body shop products. This study developed a research model and tested empirically using the SEM AMOS method. Based on a sample of 274 respondents, the results show that there is a significant effect between previous purchase experience on environmental consciousness, previous purchase experience on green trust, green perceived value on environmental consciousness, green perceived value on green attitude, green perceived value on green trust, green perceived risk to green attitude, environmental consciousness to purchase intention, green attitude to purchase intention, and green trust to purchase intention.

Abstrak :
Meningkatnya permasalahan lingkungan membuat pasar produk ramah lingkungan terus mengalami pertumbuhan selama beberapa tahun terakhir karena meningkatnya permintaan dari konsumen. Adanya efek negatif dari bahan kimia terhadap kesehatan serta ligkungan telah membuat konsumen menjadi lebih tertarik untuk menggunakan produk green skincare. Untuk dapat memahami lebih baik mengenai niat beli konsumen pada produk green skincare, penelitian ini menggunakan theory of planned behavior (TPB) dan meneliti lebih lanjut mengenai faktor-faktor lain yang dapat mempengaruhi niat beli konsumen. Oleh karena itu, peneliti mencoba untuk meneliti pengaruh dari social media marketing, perceived consumer effectiveness (PCE), product knowledge, price consciousness, subjective norm, perceived behavioral control, dan attitude terhadap niat beli produk green skincare. Lebih lanjut, penelitian ini bertujuan untuk meneliti peran dari environmental knowledge sebagai variabel moderator dalam mempengaruhi niat beli konsumen. Pengumpulan data dilakukan menggunakan kuesioner online dengan jumlah responden sebesar 356 responden di Indonesia dan data dianalisis menggunakan metode structural equation modeling (SEM) dengan software Amos versi 26. Hasil penelitian menyatakan bahwa perceived behavioral control dan attitude secara positif mempengaruhi purchase intention, akan tetapi subjective norm tidak mempengaruhi purchase intention produk green skincare. Selain itu, price consciousness juga tidak memiliki pengaruh signifikan purchase intention, namun product knowledge secara negatif mempengaruhi attitude dan secara positif signifikan mempengaruhi purchase intention. PCE secara positif mempengaruhi attitude tetapi tidak mempengaruhi purchase intention. Sesuai hipotesis, social media marketing secara positif mempengaruhi subjective norm, PCE, product knowledge, dan purchase intention. Social media marketing secara positif mempengaruhi price consciousness sementara perceived behavioral control tidak memiliki pengaruh terhadap price consciousness. Sebagai variabel moderasi, environmental knowledge secara positif memoderasi hubungan antara attitude, subjective norm, dan perceived behavioral control dengan purchase intention. Penelitian ini memberikan manfaat bagi marketer di sektor industri kosmetik untuk membuat strategi pemasaran yang lebih efektif agar memiliki keunggulan kompetitif dan dapat bersaing dengan kompetitor. ......This study was to examine the relationship among social media marketing, perceived consumer effectiveness (PCE), product knowledge, price consciousness, subjective norm, perceived behavioral control, and attitude toward and intentions to purchase green skincare products. Furthermore, this study aims to further understand the role of environmental knowledge as moderating variable that influences consumers’ intentions. Research data was collected using an online questionnaire survey from 356 respondents in Indonesia and data analysis was performed using the Amos 26.0 software package. The empirical results suggest that attitude and perceived behavioral control positively affect purchase intention, while subjective norm showed no significant relationship towards the purchase intention of green skincare products. Price consciousness also showed no significant effect on purchase intention. Moreover, product knowledge negatively influence attitude, while positively affect purchase intention. PCE positively affect attitude but showed no significant relationship towards purchase intention. As expected, social media marketing positively affects subjective norm, PCE, product knowledge, and purchase intention. Furthermore, social media marketing positively influence price consciousness while perceived behavioral control showed no significant relationship with price consciousness. As a moderating variable, environmental knowledge positively moderates the relationship between attitude, subjective norm, and perceived behavioral control with purchase intention. This study may benefit the marketers of green skincare industry in developing an effective marketing strategy to gain a better competitive edge from the competitors.

Abstrak :
Meningkatnya permasalahan lingkungan seperti pemanasan global, limbah, dan polusi memaksa individu untuk memperhatikan lingkungan. Adanya efek negatif dari kerusakan lingkungan ini mengharuskan konsumen untuk menggunakan green product. Untuk dapat memahami lebih baik mengenai perilaku pembelian konsumen pada green product, penelitian ini menggunakan theory of planned behavior (TPB) dan meneliti lebih lanjut mengenai faktor-faktor lain yang dapat mempengaruhi perilaku pembelian konsumen. Oleh karena itu, peneliti mencoba untuk meneliti pengaruh dari social media marketing, crisis awareness, product knowledge, attribution of responsibility, subjective norm, perceived behavioral control, dan attitude terhadap perilaku pembelian green product. Pengumpulan data dilakukan menggunakan kuesioner online dengan jumlah sebesar 393 responden di Indonesia dan data dianalisis menggunakan metode structural equation modeling (SEM) dengan software SmartPLS 4. Hasil penelitian menyatakan bahwa sikap positif terhadap green product, norma subjektif, dan kontrol perilaku yang dirasakan memiliki pengaruh positif terhadap niat pembelian green product. Di sisi lain, crisis awareness memiliki pengaruh negatif pada sikap dan niat pembelian green product. Pengetahuan konsumen tentang green product secara positif mempengaruhi sikap dan niat pembelian mereka. Social Media Marketing memiliki pengaruh positif pada Product Knowledge, crisis awareness, dan norma subjektif. Selain itu, niat pembelian green product berdampak positif pada perilaku pembelian konsumen. Selanjutnya, Attribution of Responsibility dapat memperkuat hubungan antara niat pembelian dan perilaku pembelian green product konsumen. Temuan-temuan ini memiliki implikasi penting bagi strategi keberlanjutan perusahaan dalam mempromosikan perilaku pembelian hijau konsumen. Penelitian ini memberikan manfaat bagi marketer di sektor industri green product untuk membuat strategi pemasaran yang lebih efektif agar memiliki keunggulan kompetitif dan dapat bersaing dengan kompetitor. ......The increasing environmental issues such as global warming, waste, and pollution have compelled individuals to pay attention to the environment. The negative effects of environmental degradation have necessitated consumers to embrace green products. In order to gain a better understanding of consumer purchasing behavior towards green products, this research employs the Theory of Planned Behavior (TPB) and investigates additional factors that can influence consumer behavior. Thus, the study examines the impact of social media marketing, crisis awareness, product knowledge, attribution of responsibility, subjective norm, perceived behavioral control, and attitude towards green purchasing behavior. Data collection was conducted through an online questionnaire with 393 respondents in Indonesia, and the data were analyzed using structural equation modeling (SEM) with SmartPLS 4 software. The findings of the study indicate that a positive attitude towards green products, subjective norms, and perceived behavioral control have a positive influence on the intention to purchase green products. On the other hand, crisis awareness has a negative impact on attitudes and intentions to purchase green products. Consumer knowledge about green products positively affects their attitudes and purchase intentions. Social media marketing has a positive influence on product knowledge, crisis awareness, and subjective norms. Furthermore, purchase intention for green products positively influences consumer purchasing behavior. Additionally, the attribution of responsibility strengthens the relationship between purchase intentions and green purchasing behavior. These findings have significant implications for sustainability strategies of companies in promoting green consumer behavior. This research provides valuable insights for marketers in the green product industry to develop more effective marketing strategies that create a competitive advantage and enable them to compete with competitors.

Abstrak :
Masalah lingkungan yang terjadi, menyebabkan peningkatan kesadaran dan gerakan pencegahan terhadap kerusakan lingkungan. Hal ini juga berdampak pada berubahnya pola konsumsi masyarakat. Trend saat ini menunjukkan adanya peningkatan konsumsi produk ramah lingkungan oleh konsumen. Begitupun umat islam yang notabene diajarkan mengenai penjagaan lingkungan. Skripsi ini bertujuan untuk mengetahui bagaimana pengaruh religiosity terhadap pembelian green products di Indonesia dengan melihat 4 variabel yaitu collectivism, eco-literacy, environmental concern, dan attitude towards green product. Analisis data pada penelitian ini menggunakan software SPSS dan AMOS dengan metode pengolahan data Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa terdapat hubungan yang positif dan signifikan dari religiosity terhadap collectivism dan eco-literacy, eco-literacy terhadap environmental concern dan attitude towards green product, collectivism terhadap attitude towards green product, dan environmental concern terhadap attitude towards green product. ......The environmental problem that happen today, increase people awareness and movement to prevent environmental problem. It also affects the consumption pattern of consumer in society. The trend shows that there is the increase of green product consumption in society. Then, That increase is also shown in moslem consumer that having thought of environmental protection in their religion. This study purpose was to find out how the role of religiosity in purchase of green products in Indonesia by analyzing 4 variables, collectivism, eco-literacy, environmental concern, and attitude towards green products. The data were analyzed using SPSS and AMOS with the Structural Equation Modelling (SEM) method. The finding of this study showed that there were influence of religiosity to collectivism and eco-literacy, eco-literacy to environmental concern and attitude towards green products, collectivism to environmental concern, and environmental concern to attitude towards green products.

Abstrak :
Krisis iklim yang sedang terjadi cukup menjadi alasan bagi masyarakat untuk peduli terhadap lingkungan. Salah satu caranya dengan menerapkan perilaku pro-lingkungan dalam masyarakat melalui perilaku konsumsi produk ramah lingkungan. Untuk mendorong konsumsi produk ramah lingkungan, masyarakat diharapkan memiliki sikap terhadap produk ramah lingkungan. Peneliti ingin melihat hubungan antara kecemasan lingkungan (eco-anxiety) dan sikap membeli sabun organik. Penelitian ini menyasar masyarakat Indonesia yang merupakan WNI dan berkategori usia dewasa muda sebagai partisipan (n = 229). Alat ukur yang digunakan untuk mengukur kedua variabel adalah HEAS-13 mengukur kecemasan lingkungan dan ATGP mengukur sikap terhadap sabun organik. Untuk membuktikan adanya hubungan antara kedua variabel maka dilakukan pengujian korelasi antara variabel kecemasan lingkungan dan variabel sikap membeli sabun organik menggunakan uji korelasi pearson. Berdasarkan hasil uji korelasi pearson, terdapat korelasi yang positif dan signifikan antara kecemasan lingkungan dan sikap membeli sabun organik, r(229) = 0.384, p < 0.01, one tailed dengan effect size r2  = 0.148 yang tergolong dalam kategori sedang. Secara keseluruhan dapat disimpulkan bahwa individu yang memiliki eco-anxiety cenderung memiliki sikap membeli sabun organik yang positif. Dengan begitu, penelitian ini telah berkontribusi dan sejalan dengan penelitian sebelumnya yang bertujuan untuk meneliti tentang hubungan antara kecemasan lingkungan dan sikap terhadap produk ramah lingkungan. ......The current climate crisis is enough reason for people to care about the environment. One way is by implementing pro-environmental behavior in society through consumption behavior of environmentally friendly products. To encourage the consumption of environmentally friendly products, people are expected to have an attitude toward green products. Researchers want to see the relationship between eco-anxiety and the attitude of buying organic soap. This research targets Indonesian citizens who are Indonesian citizens and in the young adult age category as participants (n = 229). The measurement tools used to measure both variables are HEAS-13 measuring environmental anxiety and ATGP measuring the attitude of buying organic soap. To prove that there is a relationship between the two variables, a correlation test was used between the eco-anxiety variable and the attitude variable to buy organic soap using Pearson correlation test. Based on the results of the Pearson, there is a positive and significant correlation between eco- anxiety and the attitude of buying organic soap, r(229) = 0.384, p <0.01, one tailed with an effect size of r2 = 0.148 which is in the medium category. Overall it can be concluded that individuals who have eco-anxiety tend to have a positive attitude towards buying organic soap. That way, this research has contributed to and is in line with previous research which aims to examine the relationship between eco-anxiety and attitude toward green products.

Abstrak :
The purpose of this study is to understand how the Extended Theory of Planned Behaviour, which comprises of Attitude, Subjective Norm, and Perceived behavioural Control can affect the purchase intention of Green Products. Antecedents were also added as an extension, which are environmental knowledge and environmental concern to add on within the framework, so that readers will understand how these to antecedents are affecting our daily behaviour as consumers of green products. Additionally, the moderating role of government support is also added the analyse the effectiveness of government in inciting consumers to purchase green products, which is important in the current state of our environment.

Abstrak :
Agama Islam telah mengajarkan pengikutnya untuk memerhatikan keadaan sesama, termasuk lingkungan. Semakin tinggi dan beragamnya permasalahan lingkungan telah mengubah faktor-faktor konsumsi konsumen menjadi semakin peduli dan menuju ke arah yang lebih ramah lingkungan. Tujuan skripsi ini adalah untuk mengetahui peran religiosity pada green purchase intention konsumen Muslim di Indonesia. Penelitian ini terdiri dari 269 responden dengan menggunakan metode convenience sampling. Analisis yang digunakan untuk penelitian ini adalah Structural Equation Modelling (SEM) dengan menggunakan softwareLisrel 8.8 untuk menganalisis faktor-faktor apa saja yang mendukung peran religiositypada green purchase intention. Hasil penelitian menunjukkan bahwa adanya pengaruh religiosity terhadap collectivism dan eco-literacy, collectivism terhadap environmental concern dan attitude towards green products, eco-literacy terhadap environmental concern, environmental concern terhadap attitude towards green products, dan attitude towards green products terhadap green purchase intention. ......Islam teaches its followers to be mindful of others, including to the environment. The increasing and more diverse of the environmental problems have changed the consumption factors of consumers becoming more mindful and being more environmentally friendly. The purpose of this study is to find out the role of religiosity on the green purchase intention of Muslim consumers in Indonesia. Structural Equation Modelling (SEM) using Lisrel 8.8 software was used to analyze which factors support the role of religiosity in the green purchase intention. This research consists of 269 respondents with convenience sampling method. The results showed that there was a religiosity influence on collectivism and eco-literacy, collectivism towards the environmental concern and attitude towards green products, eco-literacy towards the environmental concern, environmental concern towards attitude towards green products, and attitude towards green products towards green purchase intention.