Determinasi Niat Pembelian Produk Rumah Tangga Ramah Lingkungan di Indonesia: Pendekatan Theory of Planned Behavior
DOI:
https://doi.org/10.65310/n0pcnz75Kata Kunci:
Niat pembelian hijau, produk rumah tangga ramah lingkungan, Theory of Planned Behavior, perilaku konsumen, keberlanjutanAbstrak
Penelitian ini bertujuan menganalisis determinan niat pembelian produk rumah tangga ramah lingkungan di Indonesia menggunakan pendekatan Theory of Planned Behavior (TPB). Pendekatan kuantitatif dengan desain survei eksplanatori diterapkan pada 350 responden di tiga kota besar Jakarta, Surabaya, dan Yogyakarta yang pernah membeli produk hijau dalam satu tahun terakhir. Variabel yang diuji meliputi kesadaran lingkungan, persepsi kualitas, persepsi harga, dan pengaruh sosial. Hasil analisis regresi menunjukkan bahwa seluruh variabel berpengaruh signifikan terhadap niat pembelian, dengan nilai R² sebesar 0,63 dan F = 34,21 (p < 0,01). Kesadaran lingkungan merupakan faktor paling dominan (β = 0,42), diikuti persepsi kualitas (β = 0,31) dan pengaruh sosial (β = 0,28), sedangkan harga berpengaruh negatif (β = -0,25). Hasil ini mengonfirmasi bahwa niat pembelian produk hijau lebih banyak digerakkan oleh faktor psikologis dan norma sosial daripada pertimbangan ekonomi. Implikasi penelitian ini menekankan pentingnya edukasi ekologis, inovasi produk, serta dukungan kebijakan harga yang berkeadilan untuk memperkuat transisi konsumsi berkelanjutan di Indonesia.
Unduhan
Referensi
Ajzen, I. (1991). The Theory Of Planned Behavior. Organizational Behavior And Human Decision Processes, 50(2), 179–211.
Ardianto, K., Kurniawan, R., Mayafani, R., & Purwanto, E. (2025). Peran Media Sosial Dalam Mempromosikan Gaya Hidup Berkelanjutan: Studi Budaya Konsumen Hijau Di Kalangan Milenial. Jurnal Bisnis Dan Komunikasi Digital, 2(4), 8-8. https://doi.org/10.47134/jbkd.v2i4.4256.
Badan Pusat Statistik. (2024). Survei Perilaku Konsumsi Rumah Tangga Terhadap Produk Ramah Lingkungan Di Indonesia. Jakarta: Bps.
Degli Esposti, P., Mortara, A., & Roberti, G. (2021). Sharing And Sustainable Consumption In The Era Of Covid-19. Sustainability, 13(4), 1903. https://doi.org/10.3390/su13041903.
Han, H., Hsu, L.-T. (Jane), & Sheu, C. (2010). Application Of The Theory Of Planned Behavior To Green Hotel Choice: Testing The Effect Of Environmental Friendly Activities. Tourism Management, 31(3), 325–334. Https://Doi.Org/10.1016/J.Tourman.2009.03.013
Ismail, T., & Handrito, R. P. (2024). Perilaku Hijau Dalam Wisata Pendakian Gunung: Environmental Background Dan Theory Of Planned Behavior. Inobis: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 7(2), 273-284. https://doi.org/10.31842/jurnalinobis.v7i2.346.
Kementerian Lingkungan Hidup Dan Kehutanan. (2023). Statistik Lingkungan Hidup Indonesia 2023. Jakarta: Klhk.
Kementerian Perindustrian Republik Indonesia. (2024). Laporan Tahunan Industri Hijau Nasional 2024. Jakarta: Kemenperin.
Komarek, A. M., Dunston, S., Enahoro, D., Godfray, H. C. J., Herrero, M., Mason-D'croz, D., ... & Willenbockel, D. (2021). Income, Consumer Preferences, And The Future Of Livestock-Derived Food Demand. Global Environmental Change, 70, 102343. https://doi.org/10.1016/j.gloenvcha.2021.102343.
Koval, V., Arsawan, I. W. E., Suryantini, N. P. S., Kovbasenko, S., Fisunenko, N., & Aloshyna, T. (2022). Circular Economy And Sustainability-Oriented Innovation: Conceptual Framework And Energy Future Avenue. Energies, 16(1), 243. https://doi.org/10.3390/en16010243.
Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting Consumers Who Are Willing To Pay More For Environmentally Friendly Products. Journal Of Consumer Marketing, 18(6), 503–520. Https://Doi.Org/10.1108/Eum0000000006155
Lee, C. W., & Hung, H. H. (2024). The Impact Of Education On Consumers’ Eco-Friendly Shopping Habits Towards Sustainable Purchases: Evidence From Indonesia And Taiwan. Sustainability, 16(20), 8832. https://doi.org/10.3390/su16208832.
Lopes, J. M., Gomes, S., & Trancoso, T. (2024). Navigating The Green Maze: Insights For Businesses On Consumer Decision-Making And The Mediating Role Of Their Environmental Concerns. Sustainability Accounting, Management And Policy Journal, 15(4), 861-883. https://doi.org/10.1108/SAMPJ-07-2023-0492.
Mahendra, G. S., Judijanto, L., Tahir, U., Nugraha, R., Dwipayana, A. D., Nuryanneti, I., ... & Rakhmadani, D. P. (2024). Green Technology: Panduan Teknologi Ramah Lingkungan. Pt. Sonpedia Publishing Indonesia.
Mckinsey & Company. (2024). Southeast Asia’s Green Consumer Report 2024. Singapore: Mckinsey Insights.
Nielseniq. (2024). Digital Trends And Sustainability Behavior In Indonesia. Jakarta: Nielseniq.
Nielseniq. (2024). Green Consumer Report Indonesia 2024. Jakarta: Nielseniq Indonesia.
Organisation For Economic Co-Operation And Development (Oecd). (2023). Global Circular Economy Outlook 2023. Paris: Oecd Publishing.
Reddy, K. P., Chandu, V., Srilakshmi, S., Thagaram, E., Sahyaja, C., & Osei, B. (2023). Consumers Perception On Green Marketing Towards Eco-Friendly Fast Moving Consumer Goods. International Journal Of Engineering Business Management, 15, 18479790231170962. https://doi.org/10.1177/18479790231170962.
Safitri, H., Nuriansyah, F., & Hakam, L. I. (2025). Transformasi Pola Konsumsi Masyarakat Indonesia Di Era Digital: Implikasi Terhadap Keberlanjutan Ekonomi Dalam Perspektif Sdg 12. Jurnal Ekonomis, 18(1).
Savari, M., Damaneh, H. E., Damaneh, H. E., & Cotton, M. (2023). Integrating The Norm Activation Model And Theory Of Planned Behaviour To Investigate Farmer Pro-Environmental Behavioural Intention. Scientific Reports, 13(1), 5584. https://doi.org/10.1038/s41598-023-32831-x.
Triwijayati, A. (2024). Perilaku Konsumen Digital: Saat ‘Prosumer’mendominasi Dunia Digital Dan E-Commerce. Penerbit Widina.
We Are Social. (2024). Digital 2024: Indonesia. London: We Are Social.
World Bank. (2024). Indonesia Country Climate And Development Report. Washington, Dc: World Bank Group.
Yang, M. X., Tang, X., Cheung, M. L., & Zhang, Y. (2021). An Institutional Perspective On Consumers' Environmental Awareness And Pro‐Environmental Behavioral Intention: Evidence From 39 Countries. Business Strategy And The Environment, 30(1), 566-575. https://doi.org/10.1002/bse.2638.
Unduhan
Diterbitkan
Terbitan
Bagian
Lisensi
Hak Cipta (c) 2025 Dwita Prisdinawati, Mira Yanuarti, Febri Nur Pramudya (Author)
Artikel ini berlisensi Creative Commons Attribution 4.0 International License.
