ANTARA MORAL DAN INFORMASI: FAKTOR PENENTU NIAT PEMBELIAN PRODUK RAMAH LINGKUNGAN
DOI:
https://doi.org/10.22437/jmk.v14i03.44813Abstract
Penelitian ini bertujuan untuk mengkaji pengaruh Pengetahuan Lingkungan (Environmental Knowledge/EK), Kewajiban Moral (Moral Obligation/MO), dan Kelebihan Informasi (Information Overload/OI) terhadap Niat Pembelian Produk Ramah Lingkungan (Green Purchase Intention/GPI). Dalam model penelitian ini, EK, MO, dan OI diposisikan sebagai variabel independen, sedangkan GPI berperan sebagai variabel dependen. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data primer melalui penyebaran kuesioner secara daring kepada 512 responden. Analisis data dilakukan dengan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil analisis menunjukkan bahwa Pengetahuan Lingkungan dan Kewajiban Moral berpengaruh positif dan signifikan terhadap Niat Pembelian Produk Ramah Lingkungan. Sebaliknya, Kelebihan Informasi tidak menunjukkan pengaruh yang signifikan terhadap niat konsumen dalam melakukan pembelian produk ramah lingkungan. Temuan ini mengindikasikan bahwa faktor internal, seperti pemahaman terhadap isu-isu lingkungan dan nilai moral individu, memiliki peran yang lebih dominan dalam membentuk intensi pembelian produk hijau dibandingkan dengan faktor eksternal, seperti volume informasi yang berlebihan.
Downloads
References
Adialita, Tania, and Faizal F. Sigarlaki. 2021. “Consumers’ Green Purchase Behavior in West Java, Indonesia: Applying The Theory of Planned Behavior.” SSRN Electronic Journal.
Ajzen, Icek. 1991. “The Theory of Planned Behavior.” Organizational Behavior and Human Decision Processes 50(2): 179–211.
Ali, Afzaal, and Israr Ahmad. 2016. “Environment Friendly Products: Factors That Influence the Green Purchase Intentions of Pakistani Consumers.” Pakistan Journal of Engineering, Technology & Science 2(1).
Aljanabi, Abdulqadir Rahomee Ahmed, and Waleed KH Mohamed AL-Hadban. 2023. “The Impact of Information Factors on Green Consumer Behaviour: The Moderating Role of Information Overload.” Information Development.
Amoako, George Kofi, Robert Kwame Dzogbenuku, and Aidatu Abubakari. 2020. “Do Green Knowledge and Attitude Influence the Youth’s Green Purchasing? Theory of Planned Behavior.” International Journal of Productivity and Performance Management 69(8): 1609–26.
Asif, Mirza Huzaifa et al. 2023. “Assessing Eco-Label Knowledge and Sustainable Consumption Behavior in Energy Sector of Pakistan: An Environmental Sustainability Paradigm.” Environmental Science and Pollution Research 30(14): 41319–32.
Bandura, Albert. 2007. “Impeding Ecological Sustainability through Selective Moral Disengagement.” International Journal of Innovation and Sustainable Development 2(1): 8–35.
Braddock, Kurt, and James Price Dillard. 2016. “Meta-Analytic Evidence for the Persuasive Effect of Narratives on Beliefs, Attitudes, Intentions, and Behaviors.” Communication Monographs 83(4): 446–67.
Chen, Yu Shan, and Ching Hsun Chang. 2012. “Enhance Green Purchase Intentions: The Roles of Green Perceived Value, Green Perceived Risk, and Green Trust.” Management Decision 50(3): 502–20.
Cooray, W. H. H., S. S. J. Patabendige, and U. J. Mirando. 2024. “Impact of Environmental Knowledge on Green Purchase Intention: Examining the Mediating Effect of Young Business Executives’ Attitudes Towards Green Products in Developing Country Context.” Sri Lanka Journal of Marketing 9(3): 261–84.
Cui, Manfei, Yong Li, and Shan Wang. 2024. “Environmental Knowledge and Green Purchase Intention and Behavior in China: The Mediating Role of Moral Obligation.” Sustainability (Switzerland) 16(14): 1–12.
Font, Xavier, Luisa Andreu, Anna S. Mattila, and Joaquín Aldas-Manzano. 2025. “Sustainability Information Overload: Its Effect on Customers’ Greenwashing Perceptions, Perceived Value, and Behavioral Intentions.” Journal of Hospitality and Tourism Management 62(February): 196–204.
Hunter, Gary L., Steven A. Taylor, and Pia Hildegard Kallen. 2022. “Shoppers’ Susceptibility to Information Overload: Scale Development and Validation.” Journal of Marketing Theory and Practice 32(1): 94–113.
Johnstone, Micael Lee, and Lay Peng Tan. 2015. “An Exploration of Environmentally-Conscious Consumers and the Reasons Why They Do Not Buy Green Products.” Marketing Intelligence and Planning 33(5): 804–25.
Kang, Jiyun, Chuanlan Liu, and Sang Hoon Kim. 2013. “Environmentally Sustainable Textile and Apparel Consumption: The Role of Consumer Knowledge, Perceived Consumer Effectiveness and Perceived Personal Relevance.” International Journal of Consumer Studies 37(4): 442–52.
Kumar, Rakesh. 2024. “To Save the Environment Is My Moral Duty: Investigating Young Consumer’s Green Purchase Behaviour with Moderated Mediation Approach.” Social Responsibility Journal 20(8): 1508–34.
Li, Dongqin. 2025. “Impact of Green Advertisement and Environmental Knowledge on Intention of Consumers to Buy Green Products.” BMC Psychology 13(1).
Liao, Ying Kai, Wann Yih Wu, Thi That Pham, and Hourt Sengheang. 2021. “Influence of Environmental Concerns and Moral Obligation on Purchase Intention: Evidence from Cambodia.” Asian Journal of Business Research 11(2): 63–82.
Lin, Jiabao, Shunzhi Lin, Ofir Turel, and Feng Xu. 2020. “The Buffering Effect of Flow Experience on the Relationship between Overload and Social Media Users’ Discontinuance Intentions.” Telematics and Informatics 49(December 2019).
Onwezen, Marleen C., Gerrit Antonides, and Jos Bartels. 2013. “The Norm Activation Model: An Exploration of the Functions of Anticipated Pride and Guilt in pro-Environmental Behaviour.” Journal of Economic Psychology 39: 141–53.
Schwartz, Shalom H. 1977. “Normative Influences on Altruism.” Advances in Experimental Social Psychology 10(C): 221–79.
Sharma, Kavita, Chandni Aswal, and Justin Paul. 2023. “Factors Affecting Green Purchase Behavior: A Systematic Literature Review.” Business Strategy and the Environment 32(4): 2078–92.
Sharma, Nitika, and Madan Lal. 2020. “Facades of Morality: The Role of Moral Disengagement in Green Buying Behaviour.” Qualitative Market Research 23(2): 217–39.
Spielmann, Nathalie. 2025. “Green Is the New White : How Virtue Motivates Green Product Purchase Author ( s ): Nathalie Spielmann Source : Journal of Business Ethics , Vol . 173 , No . 4 ( November 2021 ), Pp . 759-776 Published by : Springer Nature Stable URL : Https://Www.Jstor.Or.” 173(4): 759–76.
Sun, Ying, Tieshan Li, and Shanyong Wang. 2022. “‘I Buy Green Products for My Benefits or Yours’: Understanding Consumers’ Intention to Purchase Green Products.” Asia Pacific Journal of Marketing and Logistics 34(8): 1721–39.
Zhang, Gaopeng, Linfan Wang, and Hu Meng. 2024. “Environmental Knowledge Level and Consumer Behavior Regarding Green Fashion: A Moderated Mediation Model.” Asia Pacific Journal of Marketing and Logistics 36(4): 977–92.
Zhuang, Wencan, Xiaoguang Luo, and Muhammad Usman Riaz. 2021. “On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach.” Frontiers in Psychology 12(April): 1–15.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Meilinda Dwi Anugrah, Ulfah Tika Saputri, Kurnia Widya Oktarini, Devi Febrianti, Edy Firza
This work is licensed under a Creative Commons Attribution 4.0 International License.
