KESEDIAAN UNTUK MEMBAYAR PRODUK RAMAH LINGKUNGAN PADA GENERASI MILENIAL DI INDONESIA
DOI:
https://doi.org/10.55606/jurimea.v2i2.148Abstract
Generasi milenial merupakan aset bagi masa depan bangsa dan kelestarian lingkungan di Indonesia. Kepedulian lingkungan dari generasi milenial ini menarik karena mereka memiliki dua karakter yang berbeda sisi. Generasi ini memiliki kepedulian lingkungan yang tinggi tetapi lebih menyukai produk berharga murah. Padahal produk ramah lingkungan umumnya memiliki harga yang lebih tinggi dibandingkan dengan produk tidak ramah lingkungan. Penelitian ini bertujuan untuk mengetahui kesediaan generasi milenial untuk membayar lebih mahal pada produk ramah lingkungan, Penelitian dilakukan dengan menyebarkan kuisioner pada 289 responden. Hasil penelitian menunjukkan bahwa kesediaan membayar lebih mahal pada produk ramah lingkungan dipengaruhi oleh kepedulian lingkungan dan sikap berorientasi lingkungan.
References
H. Han and Y. Kim, “An investigation of green hotel customers’ decision formation: Developing an extended model of the theory of planned behavior,” Int. J. Hosp. Manag., 2010, doi: 10.1016/j.ijhm.2010.01.001.
J. S. Lee, L. T. Hsu, H. Han, and Y. Kim, “Understanding how consumers view green hotels: How a hotel’s green image can influence behavioural intentions,” J. Sustain. Tour., 2010, doi: 10.1080/09669581003777747.
J. Laing and W. Frost, “How green was my festival: Exploring challenges and opportunities associated with staging green events,” Int. J. Hosp. Manag., 2010, doi: 10.1016/j.ijhm.2009.10.009.
J. Pickett-Baker and R. Ozaki, “Pro-environmental products: Marketing influence on consumer purchase decision,” Journal of Consumer Marketing. 2008, doi: 10.1108/07363760810890516.
H. Y. Ha and S. Janda, “Predicting consumer intentions to purchase energy-efficient products,” J. Consum. Mark., 2012, doi: 10.1108/07363761211274974.
R. D. Straughan and J. A. Roberts, “Environmental segmentation alternatives: A look at green consumer behavior in the new millennium,” J. Consum. Mark., 1999, doi: 10.1108/07363769910297506.
Y. J. Jang, W. G. Kim, and M. A. Bonn, “Generation Y consumers’ selection attributes and behavioral intentions concerning green restaurants,” Int. J. Hosp. Manag., 2011, doi: 10.1016/j.ijhm.2010.12.012.
R. Felix and K. Braunsberger, “I believe therefore I care: The relationship between religiosity, environmental attitudes, and green product purchase in Mexico,” Int. Mark. Rev., 2016, doi: 10.1108/IMR-07-2014-0216.
M. Laroche, J. Bergeron, and G. Barbaro-Forleo, “Targeting consumers who are willing to pay more for environmentally friendly products,” J. Consum. Mark., 2001, doi: 10.1108/EUM0000000006155.
S. Muralidharan and F. Xue, “Personal networks as a precursor to a green future: a study of ‘green’ consumer socialization among young millennials from India and China,” Young Consum., 2016, doi: 10.1108/YC-03-2016-00586.
P. Kumar and B. M. Ghodeswar, “Factors affecting consumers’ green product purchase decisions,” Mark. Intell. Plan., 2015, doi: 10.1108/MIP-03-2014-0068.
S. Gupta and D. T. Ogden, “To buy or not to buy? A social dilemma perspective on green buying,” J. Consum. Mark., 2009, doi: 10.1108/07363760910988201.
M. L. Johnstone and L. P. Tan, “An exploration of environmentally-conscious consumers and the reasons why they do not buy green products,” Mark. Intell. Plan., 2015, doi: 10.1108/MIP-09-2013-0159.
C. Barbarossa and A. Pastore, “Why environmentally conscious consumers do not purchase green products: A cognitive mapping approach,” Qual. Mark. Res., 2015, doi: 10.1108/QMR-06-2012-0030.
N. V. Czap and H. J. Czap, “An experimental investigation of revealed environmental concern,” Ecol. Econ., 2010, doi: 10.1016/j.ecolecon.2010.06.002.
T. Albayrak, Ş. Aksoy, and M. Caber, “The effect of environmental concern and scepticism on green purchase behaviour,” Mark. Intell. Plan., 2013, doi: 10.1108/02634501311292902.
K. Lao, “Research on mechanism of consumer innovativeness influencing green consumption behavior,” Nankai Bus. Rev. Int., 2014, doi: 10.1108/NBRI-11-2013-0041.
Y. S. Chen and C. H. Chang, “Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust,” Manag. Decis., 2012, doi: 10.1108/00251741211216250.
T. Devi Juwaheer, S. Pudaruth, and M. Monique Emmanuelle Noyaux, “Analysing the impact of green marketing strategies on consumer purchasing patterns in Mauritius,” World J. Entrep. Manag. Sustain. Dev., 2012, doi: 10.1108/20425961211221615.
Y. C. Huang, M. Yang, and Y. C. Wang, “Effects of green brand on green purchase intention,” Mark. Intell. Plan., 2014, doi: 10.1108/MIP-10-2012-0105.
Sugiyono, “MetodePenelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet.,” Sugiyono. (2017). MetodePenelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabet. 2017, doi: 10.1017/CBO9781107415324.004.
S. Siregar, Statistika Parametik untuk Penelitian Kuantitatif Dilengkapi dengan Perhitungan Manual dan Aplikasi SPSS Versi 17. 2017.
K. Lee, “Opportunities for green marketing: Young consumers,” Mark. Intell. Plan., 2008, doi: 10.1108/02634500810902839.
I. & L. H. Ghozali, Konsep, Teknik Dan Aplikasi Menggunakan Program Smart PLS 3.0. 2015.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Jurnal Ilmiah Manajemen, Ekonomi dan Akuntansi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
