Pengaruh Eco-Labeling, Green Packaging, dan Green Product terhadap Green Purchase Intention melalui Mediasi Customer Belief Toward The Environment pada Produk Air Mineral Nestlé Pure Life
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Abstract
Isu lingkungan semakin penting dalam pengambilan keputusan pembelian konsumen. Dengan nilai-nilai lingkungan konsumen sebagai variabel mediasi, studi ini mengkaji hubungan antara kemasan ramah lingkungan, produk ramah lingkungan, dan label ramah lingkungan dengan niat pembelian ramah lingkungan. Air mineral Nestlé Pure Life menjadi subjek studi ini, yang mengkaji bagaimana niat pelanggan dipengaruhi oleh taktik pemasaran ramah lingkungan. Kuesioner terstruktur diberikan kepada 121 responden yang tinggal di Tangerang Selatan sebagai bagian dari pendekatan kuantitatif. Partial Least Squares Structural Equation Modeling (PLS-SEM) digunakan untuk memeriksa data. Hasilnya menunjukkan bahwa keinginan untuk melakukan pembelian ramah lingkungan secara signifikan dipengaruhi oleh ketiga variabel independen: label ramah lingkungan, kemasan ramah lingkungan, dan produk ramah lingkungan. Selain itu, ditemukan bahwa nilai-nilai lingkungan pelanggan memediasi korelasi ini, yang menunjukkan bahwa keyakinan pribadi konsumen tentang tanggung jawab lingkungan merupakan faktor signifikan dalam meningkatkan niat mereka untuk membeli produk ramah lingkungan. Menurut temuan studi ini, meningkatkan kesadaran lingkungan dan mempromosikan fitur-fitur lingkungan yang andal merupakan taktik penting untuk mendorong perilaku pelanggan yang berkelanjutan.
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