Perilaku pembelian ramah lingkungan konsumen muda
Studi tentang teori perilaku terencana
DOI:
https://doi.org/10.60036/jbm.874Keywords:
Perilaku Pembelian Ramah Lingkungan, Niat Pembelian Ramah Lingkungan, Teori Perilaku TerencanaAbstract
Penelitian ini menguji bagaimana persepsi risiko, sensitivitas harga, dan sikap terhadap produk ramah lingkungan membentuk niat serta perilaku pembelian ramah lingkungan konsumen muda menggunakan Theory of Planned Behavior (TPB). Metode penelitian menggunakan survei kuantitatif pada mahasiswa dengan teknik convenience sampling dan analisis Partial Least Squares Structural Equation Modeling (PLS-SEM). Instrumen penelitian dinyatakan reliabel dan valid. Hasil penelitian menunjukkan bahwa persepsi risiko meningkatkan sikap positif terhadap produk ramah lingkungan dan sensitivitas harga, namun tidak berpengaruh langsung terhadap niat membeli, meskipun berdampak langsung pada perilaku. Sikap berpengaruh signifikan terhadap niat dan perilaku, sementara sensitivitas harga memengaruhi niat tetapi tidak perilaku. Niat terbukti mendorong perilaku pembelian ramah lingkungan. Mediasi signifikan ditemukan pada jalur persepsi risiko terhadap perilaku. Model penelitian menunjukkan daya jelas moderat dan menegaskan pentingnya sikap sebagai mekanisme kunci penerjemah persepsi risiko menjadi tindakan aktual.
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