PENGARUH GREEN PERCEIVED RISK DAN GREEN PACKAGING TERHADAP GREEN PURCHASE INTENTION PADA PRODUK SKINCARE AVOSKIN
STUDI PADA KONSUMEN TERHADAP NIAT BELI PRODUK AVOSKIN
Main Article Content
Atika Kusumawati
Monika Tiarawati, S.E., M.M.
Semakin berkembangnya peradaban manusia dan kemajuan teknologi, ada dampak yang ditimbulkan dari perkembangan positif tersebut. Salah satunya adalah masalah kerusakan lingkungan yang dapat memunculkan ancaman serius apabila manusia tidak memiliki kepedulian untuk memperbaikinya. Tren saat ini menunjukkan sisi positif dengan meningkatnya kesadaran konsumen terhadap lingkungan. Dalam hal ini, peneliti menguji pengaruh green perceived risk dan green packaging terhadap green purchase intention produk skincare Avoskin. Penelitian ini termasuk dalam penelitian kuantitatif dengan model regresi linier berganda. Teknik pengambilan sampel adalah nonprobability sampling dengan kriteria responden belum pernah melakukan pembelian skincare Avoskin dan memiliki niat pembelian produk dalam waktu dekat. Hasil penelitian menunjukkan bahwa green perceived risk secara negatif tidak mempengaruhi green purchase intention produk skincare Avoskin dan green packaging berpengaruh secara positif terhadap green purchase intention produk skincare Avoskin. Penelitian ini diharapkan dapat memberikan kontribusi pada pelaku usaha di Indonesia dalam pengembangan usaha dengan menggunakan faktor kehijauan sebagai strategi pemasaran untuk meningkatkan niat pembelian produk untuk konsumen baru mereka.
Ali, A., & Ahmad, I. (2016). Environment Friendly Products: Factors that Influence the Green Purchase Intentions of Pakistani Consumers. Journal of Engineering and Technology, 2.
Aagerup, Ulf & Frank, Anna-Sofia & Hultqvist, Evelina. (2019). The persuasive effects of emotional green packaging claims. British Food Journal. ahead-of-print. 10.1108/BFJ-08-2019-0652.
Aaker, D.A. (1996) Measuring Brand Equity across Products and Markets. California Management Review, 38, 102-120. http://dx.doi.org/10.2307/41165845
Alamin, R. F., & Ratnasari, I. (2019). The Effect Of Green Marketing Concept On Consumer Intention To Buy Savana Project Product. Jambura Science of Management, 1(2), 54–64. https://doi.org/10.37479/jsm.v1i2.2499
Alamsyah, B. & E. R. (2014). Faktor-Faktor yang Mempengaruhi Niat Membeli Produk Asuransi Jiwa Sinarmas Di Kota Tangerang.
Ansar, Novera. 2013. “Impact of Green Marketing on Consumer Purchase Intention.” Mediterranean Journal of Social Sciences 4 (11): 650–55. https://doi.org/10.5901/mjss.2013.v4n11p650.
Auliandri, Tuwanku Aria, Armanu Thoyib, Fatchur Rohman, & Ainur Rofiq. (2018). “Does Green Packaging Matter as a Business Strategy? Exploring Young Consumers’ Consumption in an Emerging Market.” Problems and Perspectives in Management 16 (2): 376–84. https://doi.org/10.21511/ppm.16(2).2018.34.
Avoskin. (2022). About Us (Avoskin). (https://www.avoskinbeauty.com/about-us/, diakses pada 23 Januari 2022)
Barber, N. (2010), “Green wine packaging: targeting environmental consumers”, International Journal of Wine Business Research, Vol. 22 No. 4, pp. 423-44
http://dx.doi.org/10.1108/17511061011092447
Chen, Yu Shan. (2011). “Green Organizational Identity: Sources and Consequence.” Management Decision 49 (3): 384–404. https://doi.org/10.1108/00251741111120761.
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. https://doi.org/10.1108/00251741211216250.
D’Souza, Clare, Mehdi Taghian, Peter Lamb, and Roman Peretiatkos. (2006). “Green Products and Corporate Strategy: An Empirical Investigation.” Society and Business Review 1 (2): 144–57. https://doi.org/10.1108/17465680610669825.
Darmawan, Gedeandika, and I G A K G Suasana. (2020). “Open Access The Role of Green Packaging Mediates the Effect of Green Product on Purchase Intention of Starbucks Tumbler (Study at Starbucks GriyaSantrian),” no. 3: 128–34.
Draskovic, Nikola, John Temperley, And Jurica Pavicic. (2014). “Comparative Perception(S) Of Consumer Goods Packaging: Croatian Consumers Perspective(S).” International Journal of Management Cases 11 (2): 154–63. https://doi.org/10.5848/apbj.2009.00028.
Hartmann, P. and Apaolaza Ibáñez, V. (2006), "Green value added", Marketing Intelligence & Planning, Vol. 24 No. 7, pp. 673-680. https://doi.org/10.1108/02634500610711842
Juliana, Arifin Djakasaputra, and Rudy Pramono. (2020). “Green Perceived Risk, Green Viral Communication, Green Perceived Value Against Green Purchase Intention Through Green Satisfaction.” Journal Industrial Engineering & Management Research( JIEMAR) 1 (2): 124–39.
Koenig-Lewis, Nicole, Adrian Palmer, Janine Dermody, and Andreas Urbye. (2014). “Consumers’ Evaluations of Ecological Packaging - Rational and Emotional Approaches.” Journal of Environmental Psychology 37: 94–105. https://doi.org/10.1016/j.jenvp.2013.11.009.
Kong Wilson, Harun Amran, Sulong Rini Suryati, Jaratin Liliy. (2014). “International Journal of Asian Social Science The Influence Of Consumers ’ Perception Of Green Products Amran Harun Rini Suryati Sulong Jaratin Lily Contribution / Originality.” Asian Social Science 4 (8): 924–39.
Lasuin, C. A., & Ching, N. Y. (2014). Factors Influencing Green Purchase Intention among University Students Charlie Albert Lasuin * and Ng Yuen Ching. Malaysian Journal of Business and Economics, 1(2), 1–14.
Mantiaha, Gratia. 2016. “The Influence of Green Marketing on Consumer Buying Behavior (Study At the Body Shop Manado).” Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi 4 (2): 58–67. https://doi.org/10.35794/emba.v4i2.12494.
Malyan, R. S., & Duhan, P. (2021) Green Consumerism: Perspectives, Sustainability, and Behavior 1st Edition. Apple Academic
Meilisa, M. (2020). Kontribusi Green Perceived Value, Green Perceived Risk, Green Trust, dan Green Awareness dalam Meningkatkan Green Phurchase Intention. Jurnal Inspirasi Bisnis Dan Manajemen, 4(1), 31. https://doi.org/10.33603/jibm.v4i1.3354
Molina-Besch, K. (2016). Prioritization guidelines for green food packaging development. British Food Journal, 118(10), 2512–2533. https://doi.org/10.1108/BFJ-12-2015-0462
Muthuveloo, R., Chiek, K. C., & Ping, T. A. (2017). An empirical analysis of the perceived skills in predicting managerial effectiveness: The Malaysian perspective. Global Business and Management Research, 9(4s PG-41–59), 41–59.
Nguyen, T. T. H., Yang, Z., Nguyen, N., Johnson, L. W., & Cao, T. K. (2019). Greenwash and green purchase intention: The mediating role of green skepticism. Sustainability (Switzerland), 11(9), 1–16. https://doi.org/10.3390/su11092653
Rahardjo, Felix Aprilio. (2015). “The Roles of Green Perceived Value, Green Perceived Risk, and Green Trust towards Green Purchase Intention of Inverter Air Conditioner in Surabaya.” IBuss Management 3 (2): 252–60.
Rizwan, M., Asif, R. M., Hussain, S., Asghar, M., Hassan, M., & Javeed, U. (2013). Future of Green Products in Pakistan: An Empirical Study about Green Purchase Intentions. Asian Journal of Empirical Research, 3(2), 191–207. http://www.aessweb.com/download.php?id=1815
Santoso, Imam, and Rengganis Fitriani. (2016). “Green Packaging, Green Product, Green Advertising, Persepsi, Dan Minat Beli Konsumen.” Jurnal Ilmu Keluarga Dan Konsumen 9 (2): 147–58. https://doi.org/10.24156/jikk.2016.9.2.147.
Schiffman, L., & Kanuk, LL. (2011). Consumer Behavior. Upper Saddle River, New Jersey: Prentice Hall.
Van Der Zee, B. (2018). Green Business. Dorling Kindersley Limited. (https://books.google.co.id/books?id=xmdkr0f-vJMC, diakses 25 Juli 2022)
Wandosell, Gonzalo, María C. Parra-Meroño, Alfredo Alcayde, and Raúl Baños. 2021. “Green Packaging from Consumer and Business Perspectives.” Sustainability (Switzerland) 13 (3): 1–19. https://doi.org/10.3390/su13031356.
