Pengaruh dari Green Marketing Mix, Green Customer Value, Attitude, dan Subjective Norm terhadap Minat Beli Produk Kosmetik Lokal di Indonesia
DOI:
https://doi.org/10.37385/msej.v6i5.8326Keywords:
Green Marketing, Green Customer Value, Attitude, Subjective Norm, Green Purchase Intention, Green Psychological Benefit, Green Word-of-MouthAbstract
Kesadaran lingkungan yang meningkat mendorong perusahaan kosmetik lokal untuk mengadopsi strategi pemasaran berkelanjutan (green marketing). Perubahan preferensi konsumen terhadap produk yang ramah lingkungan menuntut perusahaan untuk lebih inovatif dalam menciptakan nilai yang sejalan dengan prinsip keberlanjutan. Penelitian ini bertujuan untuk menganalisis pengaruh green marketing mix, green customer value, attitude, dan subjective norm terhadap green purchase intention. Selain itu, penelitian ini menguji peran mediasi green psychological benefit (terdiri dari warm glow, self-expressive, dan nature experience), serta peran moderasi dari word of mouth. Data dikumpulkan dari 392 responden yang berdomisili di wilayah Jabodetabek menggunakan kuesioner daring. Metode analisis yang digunakan adalah Structural Equation Modeling Partial Least Squares (SEM-PLS) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa perceived value dan subjective norm berpengaruh signifikan terhadap green purchase intention, sementara green marketing mix tidak berpengaruh secara langsung. Selain itu, self expressive terbukti sebagai mediator signifikan, dan word of mouth memoderasi hubungan antara beberapa variabel terhadap green purchase intention. Penelitian ini memberikan implikasi praktis bagi pelaku industri kosmetik lokal dalam merancang strategi pemasaran yang lebih efektif dan berkelanjutan.
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