ANALISIS PENGARUH ATTITUDE TOWARD GREEN PRODUCT DAN SELF IMAGE TERHADAP GREEN PURCHASE BEHAVIOR DENGAN ONLINE GREEN PRODUCT REVIEW SEBAGAI VARIABEL MEDIASI

Ridho, Muhammad Mahbub (2025) ANALISIS PENGARUH ATTITUDE TOWARD GREEN PRODUCT DAN SELF IMAGE TERHADAP GREEN PURCHASE BEHAVIOR DENGAN ONLINE GREEN PRODUCT REVIEW SEBAGAI VARIABEL MEDIASI. Thesis thesis, STIE Bank BPD Jateng.

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Abstract

The worsening environmental damage, such as climate change, pollution, and resource degradation, has become a pressing global issue. This condition has triggered the millennial generation's awareness to prioritize sustainability, as reflected in their increasing preference for eco-friendly products. This awareness presents both an opportunity and a challenge for marketers to understand the dynamics of millennial consumer behavior. Previous research by (Y. T. H. Nguyen & Nguyen, 2021) has provided valuable insights into eco-friendly product purchasing behavior; however, it has several limitations. The study was conducted in the context of Vietnam, making its findings less representative for application in other countries. Additionally, the research did not fully explore the roles of relevant economic and social variables in purchasing decisions. This study aims to develop a more comprehensive model by proposing three key variables: attitudes toward eco-friendly products, self-image, and online reviews of eco-friendly products as a mediating variable. The research focuses on analyzing the interactions among these variables and their influence on the intention to purchase eco-friendly products among millennials. The research findings indicate that a positive attitude toward environmentally friendly products has a significant impact on purchase intentions, while self image and online reviews show a moderate influence. A limitation of this study lies in the sample size and geographical context, which may not represent the entire millennial population. Therefore, it is recommended to conduct further research with a broader sample and to consider additional variables such as social and economic values to obtain a more comprehensive picture. It is hoped that the results of this study can provide strategic contributions to the development of consumer behavior theory and serve as practical guidance for marketers in designing more effective, relevant, and sustainable marketing strategies. Keywords: attitude toward green products, self-image, online green product review, purchasing behavior, millennial generation.

Item Type:	Thesis (Thesis)
Additional Information:	Kerusakan lingkungan yang semakin parah, seperti perubahan iklim, pencemaran, dan degradasi sumber daya alam, telah menjadi isu global yang mendesak. Kondisi ini memicu kesadaran generasi milenial untuk lebih peduli terhadap keberlanjutan, tercermin dari meningkatnya preferensi mereka terhadap produk ramah lingkungan. Kesadaran ini menjadi peluang sekaligus tantangan bagi pemasar dalam memahami dinamika perilaku konsumen milenial. Penelitian sebelumnya oleh (Y. T. H. Nguyen & Nguyen, 2021) telah memberikan wawasan penting tentang perilaku pembelian produk ramah lingkungan, namun masih terdapat beberapa keterbatasan. Studi tersebut dilakukan dalam konteks Vietnam, sehingga hasilnya kurang representatif untuk diterapkan di negara lain. Selain itu, penelitian ini belum sepenuhnya mengeksplorasi peran variabel ekonomi dan sosial yang relevan dalam keputusan pembelian. Penelitian ini bertujuan mengembangkan model yang lebih komprehensif dengan mengusulkan tiga variabel utama: sikap terhadap produk ramah lingkungan (attitude toward green product), Citra diri (Self-image), dan ulasan produk ramah lingkungan secara daring (online green product review) sebagai variabel mediasi. Penelitian ini berfokus pada analisis interaksi antara variabel-variabel tersebut serta pengaruhnya terhadap niat beli (purchasing behavior) produk ramah lingkungan di kalangan generasi milenial. Hasil penelitian, ditemukan bahwa sikap positif terhadap produk ramah lingkungan memiliki pengaruh besar terhadap niat beli, sementara citra diri dan ulasan online menunjukkan pengaruh moderat. Kelemahan penelitian ini terletak pada keterbatasan sampel dan konteks geografis yang mungkin tidak mencerminkan seluruh populasi milenial. Oleh karena itu, disarankan untuk melakukan penelitian lebih lanjut dengan sampel yang lebih luas dan mempertimbangkan variabel lain seperti nilai sosial dan ekonomi untuk mendapatkan gambaran yang lebih komprehensif. Diharapkan, hasil penelitian ini dapat memberikan kontribusi strategis bagi pengembangan teori perilaku konsumen sekaligus menjadi panduan praktis bagi pemasar dalam merancang strategi pemasaran yang lebih efektif, relevan, dan berkelanjutan. Kata kunci : attitude toward green product, Self-image, online green product review, purchasing behavior, generasi milenial.
Uncontrolled Keywords:	attitude toward green products, self-image, online green product review, purchasing behavior, millennial generation.
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HJ Public Finance H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	19 Sep 2025 23:25
Last Modified:	19 Sep 2025 23:25
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/2579

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