Pengaruh Sikap dan Ekolabel Terhadap Keputusan Pembelian Air Mineral Kemasan Berekolabel

Ana Shofwatun Hasanah

Abstract

Pemenuhan kebutuhan manusia yang tidak terbatas menyebabkan munculnya kerusakan alam. Hal itu mengharuskan adanya upaya peduli lingkungan melalui perubahan perilaku konsumsi melalui kesadaran hijau. Penelitian ini akan menguji pengaruh sikap dan ekolabel terhadap keputusan pembelian air mineral kemasan berekolabel. Populasi penelitian berjumlah 679 mahasiswa Pendidikan Ekonomi dari universitas negeri di Jawa Tengah. Jenis penelitian adalah deskriptif kuantitatif. Dengan teknik probability sampling dan diperoleh jumlah sampel 252 maka pembagian setiap universitas adalah 92 UNS, 52 UNSOED, dan 108 UNNES. Data dikumpulkan melalui kuesioner yang selanjutnya dilakukan uji validitas menggunakan Pearson Product Moment Correlation dan uji reliabilitas menggunakan Cronbach’s Alpha. Analisis regresi linear berganda digunakan untuk menguji hipotesis yang sebelumnya dilakukan uji deskripsi statistik dan empat uji asumsi klasik. Hasil penelitian menunjukkan sikap (0,000) dan ekolabel (0,000) berpengaruh positif secara signifikan terhadap keputusan pembelian air mineral kemasan berekolabel pada mahasiswa Pendidikan Ekonomi dengan besarnya pengaruh sebanyak 50,6 persen.

Keywords

Kesadaran hijau, sikap, ekolabel, produk hijau, keputusan pembelian

References

Agustini, S. (2017). Harmonisasi Standar Nasional (SNI) Air Minum Dalam Kemasan Dan Standar Internasional (The Harmonization on the requirement of National Standard (SNI) Bottled Drinking Water Against to International standard. Majalah Teknologi Agro Industri (Tegi, 9(2), 30–39.

Cai, Z., Xie, Y., & Aguilar, F. X. (2017). Eco-label credibility and retailer effects on green product purchasing intentions. Forest Policy and Economics, 80(April), 200–208. https://doi.org/10.1016/j.forpol.2017.04.001

Chekima, B. C., Syed Khalid Wafa, S. A. W., Igau, O. A., Chekima, S., & Sondoh, S. L. (2016). Examining green consumerism motivational drivers: Does premium price and demographics matter to green purchasing? Journal of Cleaner Production, 112, 3436–3450. https://doi.org/10.1016/j.jclepro.2015.09.102

CNN Indonesia. (2019). Orang Indonesia soal Kelestarian Alam: Sadar Tapi Minim Aksi. Cnnindonesia.Com. https://www.cnnindonesia.com/gaya-hidup/20191031154216-255-444544/orang-indonesia-soal-kelestarian-alam-sadar-tapi-minim-aksi

Danone-Aqua. (2020). Laporan Keberlanjutan 2019-2020: Menjaga Kebaikan untuk Indonesia yang Lestari.

De Lima Souza, J., Tondolo, V. A. G., Sarquis, A. B., Longaray, A. A., Da Rosa Portella Tondolo, R., & Da Costa, L. M. (2020). Effect of perceived value, risk, attitude and environmental consciousness on the purchase intention. International Journal of Business Environment, 11(1), 11–31. https://doi.org/10.1504/IJBE.2020.105464

Dewi, B. K. (2021). Laporan PBB soal Perubahan Iklim Jadi Peringatan Kode Merah untuk Manusia. KOMPAS. https://www.kompas.com/sains/read/2021/08/12/140300523/laporan-pbb-soal-perubahan-iklim-jadi-peringatan-kode-merah-untuk-manusia?page=all

Esmaeilpour, M., & Bahmiary, E. (2017). Investigating the impact of environmental attitude on the decision to purchase a green product with the mediating role of environmental concern and care for green products. Management and Marketing, 12(2), 297–315. https://doi.org/10.1515/mmcks-2017-0018

Ghozali, I. (2016). Aplikasi Analisis Multivariate dengan Program IBM SPSS 21. Badan Penerbit Universitas Diponegoro.

Hanifah, H. N., Hidayati, N., & Mutiarni, R. (2019). Pengaruh Produk Ramah Lingkungan/Green Product Dan Harga Terhadap Keputusan Pembelian Produk Tupperware. JMD: Jurnal Riset Manajemen & Bisnis Dewantara, 2(1), 37–44. https://doi.org/10.26533/jmd.v2i1.345

Jakpat Survey. (2018). How Eco-Friendly Are You ?: Green Lifestyle Survey. 1. https://blog.jakpat.net/eco-friendly-green-lifestyle-survey/

Klein, F., Emberger-Klein, A., Menrad, K., Möhring, W., & Blesin, J. M. (2019). Influencing factors for the purchase intention of consumers choosing bioplastic products in Germany. Sustainable Production and Consumption, 19(xxxx), 33–43. https://doi.org/10.1016/j.spc.2019.01.004

KLHK. (2021a). Capaian Kinerja Pengelolaan Sampah. Menlhk.Go.Id. https://sipsn.menlhk.go.id/sipsn/

KLHK. (2021b). Informasi Singkat Program Ekolabel Indonesia. Kementerian Lingkungan Hidup dan Kehutanan.

Kotler, P., & Armstrong, G. (2006). Prinsip-Prinsip Pemasaran (Edisi 12). Penerbit Erlangga.

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

Mishal, A., Dubey, R., Gupta, O. K., & Luo, Z. (2017). Dynamics of environmental consciousness and green purchase behaviour: an empirical study. International Journal of Climate Change Strategies and Management, 9(5), 682–706. https://doi.org/10.1108/IJCCSM-11-2016-0168

Pahlevi, R. (2021). Aqua Jadi Minuman Bernilai Konsumen Tertinggi di Indonesia pada 2021. Katadata. https://databoks.katadata.co.id/datapublish/2021/11/11/aqua-jadi-minuman-bernilai-konsumen-tertinggi-di-indonesia-pada-2021

Peiró-Signes, A., Miret-Pastor, L., & Segarra-Oña, M. (2020). Effects of green certification and labelling on the Spanish fisheries industry. Aquaculture Reports, 17(February). https://doi.org/10.1016/j.aqrep.2020.100396

Petrescu, A. G., Oncioiu, I., & Petrescu, M. (2017). Perception of organic food consumption in Romania. Foods, 6(6), 1–11. https://doi.org/10.3390/foods6060042

Republik Indonesia. (2011). Berita Negara Republik Indonesia. In Menteri Kesehatan Republik Indonesia Peraturan Menteri Kesehatan Republik Indonesia: Vol. (Issue).

Republik Indonesia. (2014). Peraturan Menteri Lingkungan Hidup Republik Indonesia Nomor 2 Tahun 2014 Tentang Pencantuman Logo Ekolabel.

Sigit, D. V., Fauziah, R., & Heryanti, E. (2017). The impact of ecolabel knowledge to purchase decision of green producton biology students. AIP Conference Proceedings, 1868. https://doi.org/10.1063/1.4995219

Song, Y., Qin, Z., & Yuan, Q. (2019). The impact of eco-label on the young Chinese generation: The mediation role of environmental awareness and product attributes in green purchase. Sustainability (Switzerland), 11(4). https://doi.org/10.3390/su11040973

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.

Susilowati, W. K., Rahutami, A. I., & Wahyuningdyah, R. Y. (2021). Faktor-faktor yang Mempengaruhi Perilaku Pembelian Produk Pangan Organik. Trilogi, 1(1), 1–15.

Tan, C. N. L., Ojo, A. O., & Thurasamy, R. (2019). Determinants of green product buying decision among young consumers in Malaysia. Young Consumers, 20(2), 121–137. https://doi.org/10.1108/YC-12-2018-0898

Ting, C. Te, Hsieh, C. M., Chang, H. P., & Chen, H. S. (2019). Environmental consciousness and green customer behavior: The moderating roles of incentive mechanisms. Sustainability (Switzerland), 11(3). https://doi.org/10.3390/su11030819

Top Brand Award. (2022). Top Brand Index. Frontier Research. https://www.topbrand-award.com/top-brand-index

Vollero, A., Palazzo, M., Siano, A., & Elving, W. J. L. (2016). Avoiding the greenwashing trap: Between CSR communication and stakeholder engagement. International Journal of Innovation and Sustainable Development, 10(2), 120–140. https://doi.org/10.1504/IJISD.2016.075542

Yu, L., Westland, S., Li, Z., Pan, Q., Shin, M. J., & Won, S. (2018). The role of individual colour preferences in consumer purchase decisions. Color Research and Application, 43(2), 258–267. https://doi.org/10.1002/col.22180

Zahid, M. M., Ali, B., Ahmad, M. S., Thurasamy, R., & Amin, N. (2018). Factors Affecting Purchase Intention and Social Media Publicity of Green Products: The Mediating Role of Concern for Consequences. Corporate Social Responsibility and Environmental Management, 25(3), 225–236. https://doi.org/10.1002/csr.1450

Zaremohzzabieh, Z., Ismail, N., Ahrari, S., & Abu Samah, A. (2021). The effects of consumer attitude on green purchase intention: A meta-analytic path analysis. Journal of Business Research, 132(October), 732–743. https://doi.org/10.1016/j.jbusres.2020.10.053

DOI: https://doi.org/10.20961/bise.v9i2.71552

Refbacks

  • There are currently no refbacks.