KHOIRIAH, RIZKA ISMI (2025) ANALISIS DAMPAK GREENWASHING, SUBJECTIVE NORM, DAN PERCEIVED BEHAVIORAL CONTROL YANG DIMEDIASI OLEH GREEN TRUST TERHADAP PURCHASE INTENTION PRODUK FAST MOVING CONSUMER GOODS DENGAN KEMASAN RAMAH LINGKUNGAN. S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Meningkatnya kesadaran masyarakat terhadap berbagai isu lingkungan telah mendorong perubahan perilaku konsumen, khususnya dalam keputusan pembelian produk yang ramah lingkungan. Penelitian ini bertujuan untuk menganalisis pengaruh Greenwashing, Subjective Norm, dan Perceived Behavioral Control terhadap Green Purchase Intention pada produk Fast Moving Consumer Goods (FMCG) dengan kemasan ramah lingkungan, dengan dimediasi oleh Green Trust. Objek penelitian ini adalah individu yang memiliki pengetahuan tentang isu lingkungan dan produk FMCG berkemasan ramah lingkungan, yang berdomisili di wilayah Banten, Jakarta, dan Jawa Barat. Sebanyak 250 responden terlibat dalam penelitian ini melalui teknik purposive sampling. Pendekatan analisis yang digunakan adalah Structural Equation Modeling (SEM) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa Subjective Norm dan Perceived Behavioral Control berpengaruh positif signifikan terhadap Green Trust. Selain itu, Subjective Norm, Perceived Behavioral Control, dan Green Trust juga berpengaruh positif signifikan terhadap Green Purchase Intention. Sementara itu, Greenwashing tidak menunjukkan pengaruh yang signifikan terhadap Green Trust, sedangkan pengaruh negatif signifikan terhadap Green Purchase Intention. Dalam analisis mediasi, Green Trust tidak memediasi hubungan antara Greenwashing dan Green Purchase Intention. Namun, Green Trust menjadi mediator parsial dalam hubungan antara Subjective Norm dan Green Purchase Intention, serta antara Perceived Behavioral Control dan Green Purchase Intention. Temuan ini memberikan implikasi teoritis dan praktis yang penting dalam memahami perilaku pembelian konsumen terhadap produk dengan kemasan ramah lingkungan. The growing public awareness of environmental issues has driven changes in consumer behavior, particularly in the decision to purchase environmentally friendly products. This study aims to analyze the influence of Greenwashing, Subjective Norm, and Perceived Behavioral Control on Green Purchase Intention for Fast Moving Consumer Goods (FMCG) with eco-friendly packaging, mediated by Green Trust. The research subjects are individuals who have knowledge about environmental issues and eco-friendly packaged FMCG products, residing in the Banten, Jakarta, and West Java regions. A total of 250 respondents participated in this study through purposive sampling. The analytical approach used is Structural Equation Modeling (SEM) with the help of SmartPLS software. The results show that Subjective Norm and Perceived Behavioral Control have a significant positive effect on Green Trust. In addition, Subjective Norm, Perceived Behavioral Control, and Green Trust also have a significant positive effect on Green Purchase Intention. Meanwhile, Greenwashing does not have a significant effect on Green Trust, but has a significant negative effect on Green Purchase Intention. In the mediation analysis, Green Trust does not mediate the relationship between Greenwashing and Green Purchase Intention. However, Green Trust acts as a partial mediator in the relationship between Subjective Norm and Green Purchase Intention, as well as between Perceived Behavioral Control and Green Purchase Intention. These findings provide important theoretical and practical implications for understanding consumer purchasing behavior toward products with environmentally friendly packaging.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55123010028 |
| Uncontrolled Keywords: | Greenwashing, Subjective Norm, Perceived Behavioral Control, Green Trust, Green Purchase Intention. Greenwashing, Subjective Norm, Perceived Behavioral Control, Green Trust, Green Purchase Intention. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 300.1-300.9 Standard Subdivisions of Social Science/Subdivisi Standar Dari Ilmu-ilmu Sosial > 300.6 Organization and Management/Organisasi dan Manajemen di Bidang Ilmu Sosial 400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | ZAIRA ELVISIA |
| Date Deposited: | 06 Sep 2025 03:37 |
| Last Modified: | 06 Sep 2025 03:37 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97472 |
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