Peran Mediasi Paralel Green Trust Dan Moral Obligation Dalam Memperkuat Pengaruh Environmental Knowledge Terhadap Green Purcase Intention Pada Masyarakat Di Kabupaten Grobogan
DOI:
https://doi.org/10.37385/ceej.v7i4.12070Keywords:
Environmental Knowledge, Green Trust, Moral Obligation, Green Purchase Intention, masyarakat rural.Abstract
Meningkatnya perhatian terhadap isu lingkungan mendorong perlunya pemahaman mengenai faktor-faktor yang memengaruhi niat konsumen dalam memilih produk ramah lingkungan. Penelitian ini bertujuan untuk menguji pengaruh Environmental Knowledge terhadap Green Purchase Intention serta menganalisis peran Green Trust dan Moral Obligation sebagai mediator pada masyarakat rural. Penelitian ini menggunakan pendekatan kuantitatif dengan melibatkan 108 responden yang memperoleh data melalui kuesioner. Analisis data dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Environmental Knowledge berpengaruh positif dan signifikan terhadap Green Purchase Intention, Green Trust, dan Moral Obligation. Moral Obligation juga terbukti berpengaruh positif dan signifikan terhadap Green Purchase Intention, sedangkan Green Trust tidak menunjukkan pengaruh yang signifikan. Pada pengujian mediasi, Moral Obligation terbukti mampu memediasi pengaruh Environmental Knowledge terhadap Green Purchase Intention, sementara Green Trust tidak memiliki peran mediasi yang signifikan. Nilai R² sebesar 0,586 menunjukkan bahwa variabel dalam model mampu menjelaskan 58,6% variasi Green Purchase Intention. Temuan ini menunjukkan bahwa faktor moral memiliki peranan yang lebih kuat dibandingkan kepercayaan dalam menghubungkan pengetahuan lingkungan dengan niat pembelian produk ramah lingkungan pada masyarakat rural.
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