Pengaruh Mediasi Pemasaran Hijau Terhadap Niat Pembelian Online pada Pembelian Skincare di Indonesia
DOI:
https://doi.org/10.23917/benefit.v9i1.6310Keywords:
green product, nilai green customer, awareness of priceAbstract
Abstract The increasingly severe global warming that is occurring is encouraging companies to become more environmentally conscious. One significant measure is the creation of environmentally benign products, wherein green marketing serves to cultivate a favorable reputation. The objective of this study is to ascertain the role of green marketing as a mediator in the relationship between attitudes towards green products, green price awareness, Green customer value, and Online green purchase intentions. A quantitative approach was employed in this study, which utilized a purposive sampling method to recruit 172 customers in Indonesia who had previously purchased skincare products Online. Moreover, the data were analyzed using Smart PLS. The results demonstrate that green marketing exerts a direct and indirect influence on green product purchase intention. This study also reveals that marketers must enhance consumer awareness of the benefits and impacts of green products through informative campaigns or advertisements. By leveraging signaling and the Attitude-Behavior-Context (ABC) theory, marketers can cultivate positive attitudes toward green products, thereby strengthening purchase intentions. Moreover, pricing that aligns with the perceived benefits by consumers is crucial to maintaining the purchase intention of green products.
Keywords: ABC theory, green marketing, purchase intention, signaling theory
Abstrak Pemanasan global yang semakin parah mendorong perusahaan untuk lebih peduli terhadap lingkungan. Salah satu langkah penting adalah pengembangan produk ramah lingkungan, di mana green marketing berperan dalam membangun citra positif. Penelitian ini bertujuan untuk mengidentifikasi peran pemasaran hijau sebagai mediasi dalam hubungan antara sikap terhadap produk hijau, kesadaran harga hijau, Nilai green customer, dan niat pembelian hijau online. Dengan menggunakan pendekatan kuantitatif dan metode purposive sampling, penelitian ini melibatkan 172 pelanggan di Indonesia yang memiliki pengalaman membeli produk skincare secara Online. Selanjutnya, data yang diperoleh dianalisis menggunakan Smart PLS. Hasilnya menunjukkan bahwa pemasaran hijau memengaruhi niat beli produk hijau baik secara langsung maupun tidak langsung. Pada penelitian ini juga diketahui bahwa pemasar perlu meningkatkan kesadaran konsumen tentang manfaat dan dampak produk hijau melalui kampanye atau iklan yang informatif. Melalui teori signaling dan Attitude-Behavior-Context (ABC), pemasar juga dapat mendorong sikap positif terhadap produk hijau sehingga dapat memperkuat niat pembelian. Selain itu, penetapan harga yang sesuai dengan manfaat yang dirasakan konsumen perlu dipertimbangkan untuk mempertahankan niat beli produk hijau.
Kata Kunci: teori ABC, pemasaran hijau, niat beli, teori sinyal
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