Examining the Moderating Effect of Perceived Price on Factors Influencing Green Purchasing Decisions

Rina Wulandari, Florentina Ajeng Tiya Pratiwi

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Dengan teknologi saat ini, masyarakat lebih mudah untuk memenuhi kebutuhan dan keinginannya, akibatnya peningkatan pola konsumsi masyarakat. Pola konsumsi yang meningkat menjadi salah satu penyebab permasalahan lingkungan seperti meningkatnya tumpukan sampah, dan berakhir dengan polusi air, tanah dan udara serta perubahan iklim dan pemanasan global. Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mendasari green consumer di Indonesia dalam memutuskan untuk membeli produk hijau untuk memenuhi keinginan dan kebutuhan mereka. Penelitian ini merupakan penelitian kuantitatif dengan data primer. Penelitian ini melakukan kajian empiris melalui survei kuesioner. Dalam penelitian ini, peneliti menggunakan 198 responden yang merupakan konsumen Green Cosmetics. Penelitian ini menggunakan pemodelan persamaan struktural (SEM) untuk menguji hipotesis. Hasil penelitian ini menunjukkan bahwa kualitas yang dirasakan hijau dan kepercayaan hijau memiliki dampak yang signifikan pada keputusan pembelian green product. Selain itu, green trust mampu memediasi hubungan antara green perceived quality dan keputusan pembelian green product. Sementara, perceived price memoderasi green trust tidak signifikan terhadap purchasing decision on green product.

Kata kunci : green perceived quality; green trust; perceived price; purchasing decision on green product.


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DOI: https://doi.org/10.37531/yum.v8i3.9905

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