PERAN GREEN TRUST DALAM MEMEDIASI DAMPAK GREEN KNOWLEDGE, ENVIRONMENTAL CONCERN, GREEN ATTITUDE TERHADAP INTENTION TO USE TUMBLER

Aisyah, Siti Sarah Nur (2025) PERAN GREEN TRUST DALAM MEMEDIASI DAMPAK GREEN KNOWLEDGE, ENVIRONMENTAL CONCERN, GREEN ATTITUDE TERHADAP INTENTION TO USE TUMBLER. S2 thesis, Universitas Mercu Buana-Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh green knowledge, environmental concern, dan green attitude terhadap intention to use tumbler ramah lingkungan, dengan green trust sebagai variabel mediasi. Latar belakang penelitian ini didasari oleh kesenjangan antara meningkatnya kesadaran lingkungan masyarakat urban dan rendahnya adopsi produk ramah lingkungan seperti tumbler. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Square - Structural Equation Modeling (PLS-SEM) yang diolah menggunakan software SmartPLS 4.1, berdasarkan data dari 100 responden yang diperoleh melalui penyebaran kuesioner daring secara purposive sampling. Hasil penelitian menunjukkan bahwa green knowledge dan green attitude berpengaruh signifikan terhadap intention to use, sedangkan environmental concern tidak berpengaruh langsung. Green attitude dan environmental concern juga berpengaruh signifikan terhadap green trust, sementara green knowledge tidak. Selain itu, green trust terbukti memediasi pengaruh green attitude dan environmental concern terhadap intention to use tumbler, namun tidak memediasi pengaruh green knowledge. Temuan ini memberikan kontribusi teoritis dalam pengembangan model perilaku pro-lingkungan serta implikasi praktis dalam perancangan strategi edukasi dan promosi untuk meningkatkan adopsi produk ramah lingkungan. This study aims to analyze the effect of green knowledge, environmental concern, and green attitude on intention to use environmentally friendly tumblers, with green trust as a mediating variable. The background of this study is based on the gap between the increasing environmental awareness of urban communities and the low adoption of environmentally friendly products such as tumblers. This study uses a quantitative approach with the Partial Least Square - Structural Equation Modeling (PLS-SEM) method processed using SmartPLS 4.1 software, based on data from 100 respondents obtained through distributing online questionnaires by purposive sampling. The results showed that green knowledge and green attitude have a significant effect on intention to use, while environmental concern has no direct effect. Green attitude and environmental concern also have a significant effect on green trust, while green knowledge does not. In addition, green trust is proven to mediate the effect of green attitude and environmental concern on intention to use tumblers, but does not mediate the effect of green knowledge. These findings provide theoretical contributions in the development of pro- environmental behavior models as well as practical implications in the design of educational and promotional strategies to increase the adoption of environmentally friendly products.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55123010004
Uncontrolled Keywords: green knowledge, environmental concern, green attitude, green trust, intention to use, tumbler ramah lingkungan, PLS-SEM. green knowledge, environmental concern, green attitude, green trust, intention to use, eco-friendly tumbler, PLS-SEM.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Pascasarjana > Magister Manajemen
Depositing User: ZAIRA ELVISIA
Date Deposited: 12 Sep 2025 08:25
Last Modified: 12 Sep 2025 08:25
URI: http://repository.mercubuana.ac.id/id/eprint/97784

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