NIAT PEMBELIAN GREEN PRODUCT: PERAN KESADARAN DIRI MASYARAKAT, KEBANGGAAN, RASA BERSALAH, DAN KESADARAN MASYARAKAT
DOI:
https://doi.org/10.22437/jmk.v11i2.18782Abstract
Abstrak
Saat ini. konsumen di dunia sangat memperhatikan dampak dari pemanfaatan produk terhadap lingkungan. Oleh karena itu, mereka membeli produk yang aman untuk alasan ini. Kondisi ini menjadi peluang bagi perusahaan untuk menciptakan merek di benak konsumen sehingga mereka dapat memasarkan produk tersebut secara efektif. Meskipun merek lokal yang berlabel green product di Indonesia cukup banyak, namun kecenderungan konsumen untuk menggunakan produk tersebut tidak sebesar di negara lain. Berdasarkan isu tersebut, penelitian ini bermaksud mengungkap alasan niat masyarakat Indonesia di Bandar Lampung untuk membeli produk perawatan kulit dengan menguji beberapa faktor penentu: kesadaran diri masyarakat, kebanggaan, rasa bersalah, dan kesadaran. Untuk itu, kami menggunakan survei berdasarkan 240 tanggapan dan menganalisisnya dengan model persamaan struktural berdasarkan kovarians untuk mencapai tujuan ini. Studi ini mengungkapkan niat ini dipengaruhi oleh kesadaran diri publik, kebanggaan, dan rasa bersalah secara positif. Pengaruh positif ini terjadi ketika peneliti memeriksa dampak perasaan bangga dan perhatian terhadap kesadaran diri atas publik.
Kata Kunci: produk perawatan kulit berwawasan lingkungan, kebanggaan, rasa bersalah, kesadaran diri publik, niat beli.
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