Memahami Konsumsi Rumah Tangga yang Berkelanjutan: Analisis Berbasis TPB terhadap Niat Pembelian Produk Ramah Lingkungan di Indonesia
DOI:
https://doi.org/10.65310/3pk99r98Kata Kunci:
Consumer intention, eco-friendly products, Theory of Planned Behaviour, environmental knowledge, green trustAbstrak
Penelitian ini mengkaji niat konsumen Indonesia untuk membeli produk rumah tangga ramah lingkungan. Penelitian ini menganalisis niat konsumen terhadap produk rumah tangga ramah lingkungan di Indonesia dengan menggunakan Teori Perilaku yang Direncanakan (TPB) sebagai kerangka analisis utama. Berfokus pada analisis dokumen kualitatif, penelitian ini mensintesis temuan dari laporan, dokumen kebijakan, dan publikasi institusional untuk mengeksplorasi bagaimana sikap, norma subjektif, dan kendali perilaku yang dirasakan membentuk niat pembelian berkelanjutan. Hasil menunjukkan bahwa konsumen mengembangkan sikap positif ketika mereka menganggap produk ramah lingkungan bermanfaat bagi lingkungan, efisien energi, aman, dan hemat biaya. Norma subjektif, terutama yang muncul dari keluarga dan kelompok sosial dekat, memiliki pengaruh kuat dalam konteks budaya kolektivis Indonesia. Kontrol perilaku yang dirasakan dipengaruhi oleh pengetahuan lingkungan, kepercayaan hijau, ketersediaan produk, keterjangkauan, dan kejelasan informasi lingkungan, yang bersama-sama menentukan kemampuan konsumen untuk mengadopsi produk berkelanjutan. Meskipun kesadaran lingkungan meningkat, hambatan seperti keterbatasan akses produk dan premi harga terus menghambat konversi niat menjadi perilaku. Studi ini menyoroti pentingnya memperluas TPB dengan variabel kontekstual seperti pengetahuan dan kepercayaan untuk meningkatkan daya penjelasannya. Temuan ini memberikan implikasi bagi pembuat kebijakan, produsen, dan pendukung keberlanjutan yang bertujuan memperkuat konsumsi rumah tangga ramah lingkungan di Indonesia.
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Hak Cipta (c) 2025 Anggun Wida Prawira, Suryani, Sunusi Dauda, Nissa Aurellia Putri (Author)
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