Peran Sikap dalam Memediasi Pengetahuan Lingkungan,Altruisme,Kolektivisme Terhadap Niat Beli Tumbler Tupperware

Authors

  • Daud Hendawan Guritna Putra Universitas Muhammadiyah Surakarta
  • Muzakar Isa Universitas Muhammdiyah Surakarta

DOI:

https://doi.org/10.37385/msej.v5i2.5006

Keywords:

ALtruisme, Kolektivisme, Niat Beli Produk Hijau, Pengetahuan Lingkungan Terhadap Produk Hijau

Abstract

Tujuan penelitian ini adalah untuk mengidentifikasi variabel non-demografis seperti pengetahuan Lingkungan, Altruisme, Kolektivisme yang mempengaruhi sikap konsumen di Surakarta terhadap produk hijau dan menyelidiki hubungan antara ekspektasi konsumen dan mentalitas mereka. Metode pengambilan sampel yang diterapkan dalam penelitian ini adalah purposive sampling, melibatkan masyarakat dan mahasiswa yang menggunakan atau tertarik dengan tumbler Tupperware. Studi ini mengadopsi pendekatan kuantitatif dengan menerapkan metode Partial Least Square (PLS). Temuan dari analisis memakai SmartPLS 3.0 menunjukkan bahwa pengetahuan tentang lingkungan, sikap altruisme, dan nilai kolektivisme memiliki dampak positif secara tidak langsung terhadap niat beli produk hijau, khususnya tumbler Tupperware. Hal ini memperkuat pentingnya sikap konsumen terhadap produk hijau sehubungan dengan pengaruhnya terhadap keputusan pembelian, yang dipengaruhi oleh faktor sosial dan psikologis seperti pengetahuan lingkungan, altruisme, kolektivisme serta sikap terhadap produk hijau.

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Published

2024-11-19

How to Cite

Putra, D. H. G. ., & Isa, M. (2024). Peran Sikap dalam Memediasi Pengetahuan Lingkungan,Altruisme,Kolektivisme Terhadap Niat Beli Tumbler Tupperware. Management Studies and Entrepreneurship Journal (MSEJ), 5(2), 5342–5358. https://doi.org/10.37385/msej.v5i2.5006