Consumers’ Green Attitude dan Green Purchase Intentions: Peran Mediasi Consumer Green Product Congruence
DOI:
https://doi.org/10.32493/drb.v9i2.55359Keywords:
Consumers’ Green Attitude; , Green Purchase Intentions; , Consumer Green Product Congruence.Abstract
Meningkatnya kesadaran terhadap lingkungan mendorong konsumen menjadi lebih waspada dalam menentukan produk ramah lingkungan, termasuk penggunaan tumbler sebagai alternatif bagi botol plastik sekali pakai. Penelitian ini bertujuan untuk menguji consumers’ green attitude terhadap green purchase intentions dengan consumer green product congruence sebagai variabel mediasi. Objek penelitian ini adalah konsumen tumbler yang peduli terhadap isu lingkungan. Penelitian ini menggunakan sampel 131 responden pada pengguna produk tumbler LocknLock di Yogyakarta. Teknik analisis data menggunakan Smart PLS 4.0. Hasil penelitian menunjukkan bahwa consumers’ green attitude memiliki pengaruh positif terhadap green purchase intentions, consumers’ green attitude memiliki pengaruh positif terhadap consumer green product congruence, consumer green product congruence memiliki pengaruh positif terhadap green purchase intentions dan, consumers green product congruence terbukti memediasi pengaruh positif consumers’ green attitude terhadap green purchase intentions. Temuan ini menyimpulkan bahwa kesesuaian antara persepsi konsumen terhadap produk tumbler yang ramah lingkungan dengan nilai-nilai yang dimiliki berperan penting dalam mendorong keputusan pembelian hijau. Dampak terhadap aspek manajerialnya adalah implikasi praktis bagi industri tumbler yang menegaskan elemen keberlanjutan dalam desain dan komunikasi produk untuk meningkatkan keterkaitan emosional dan nilai dengan konsumen yang peduli lingkungan.
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