HENDIAWAN, ADI (2025) ANALISIS NIAT KONSUMEN MENOLAK PEMBELIAN PRODUK ECO LABEL: PENDEKATAN INNOVATION RESISTANCE THEORY DAN PERAN MODERASI PERCEIVED CONSUMER EFFECTIVENESS. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Eco label products have gained prominence alongside the growing awareness of environmental issues. However, consumer resistance toward purchasing ecolabeled products remains a significant barrier, especially in developing countries such as Indonesia. This study aims to analyze the influence of five innovation resistance factors on the intention to resist eco label product purchase: usage barrier, value barrier, risk barrier, traditional barrier, and image barrier. It also investigates the moderating role of Perceived Consumer Effectiveness (PCE). Using a quantitative approach and PLS-SEM analysis, data were collected from 213 Millennial and Gen Z respondents across major cities in Java, Indonesia. The results indicate that value barrier, traditional barrier, and image barrier have a significantly positive influence on resistance, while usage barrier shows no significant effect, and risk barrier has a negative influence. Image barrier emerged as the most dominant factor. Furthermore, PCE was found to significantly moderate and strengthen the effect of image barrier on resistance. This study contributes to the extension of Innovation Resistance Theory (IRT) in the context of environmentally friendly products and offers practical implications for industry players to build credibility and improve consumer perception of eco-labeled products. Keywords: Innovation resistance theory (IRT), Eco label, Consumer resistance, Perceived consumer effectiveness (PCE), PLS-SEM Produk berlabel ramah lingkungan (eco label) semakin berkembang di tengah kesadaran akan isu lingkungan. Namun, resistensi konsumen terhadap pembelian produk eco label masih menjadi hambatan, khususnya di negara berkembang seperti Indonesia. Penelitian ini bertujuan untuk menganalisis pengaruh lima hambatan inovasi terhadap intention to resist eco label product purchase, yaitu usage barrier, value barrier, risk barrier, traditional barrier, dan image barrier, serta menguji peran moderasi Perceived Consumer Effectiveness (PCE). Dengan pendekatan kuantitatif dan teknik PLS-SEM, data dikumpulkan dari 213 responden Gen Milenial dam Z di kota-kota besar Pulau Jawa. Hasil menunjukkan bahwa value barrier, traditional barrier, dan image barrier berpengaruh positif signifikan terhadap resistensi, sedangkan usage barrier tidak signifikan, dan risk barrier justru berpengaruh negatif. Image barrier ditemukan sebagai hambatan paling dominan. Selain itu, PCE terbukti memoderasi hubungan antara image barrier dan resistensi secara signifikan dan menguatkan arah pengaruh tersebut. Penelitian ini memperluas penerapan Innovation Resistance Theory (IRT) dalam konteks produk ramah lingkungan dan memberikan rekomendasi praktis bagi pelaku industri untuk membangun kredibilitas dan persepsi positif terhadap eco label. Kata kunci: Innovation Resistance Theory, eco label, resistensi konsumen, Perceived Consumer Effectiveness, PLS-SEM
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