Green Consumer: Deskripsi Tingkat Kesadaran dan Kepedulian Masyarakat Joglosemar terhadap Kelestarian Lingkungan

Jati Waskito, Mugi Harsono

Abstract

Tujuan utama dari penelitian ini adalah untuk menilai variabel efek khusus untuk kesadaran lingkungan dan pro-lingkungan perilaku pembelian produk hijau di Jogyakarta, Solo, dan Semarang. Statistik deskriptif variabel menghasilkan perbedaan kesadaran lingkungan dari 156 peserta. Temuan menarik dari studi ini adalah bahwa semua model  penelitian menunjukkan pengaruhsignifikan variabel prediktor secara bersamaan (environmental knowledge, environmental Attitude, recycling behavior, political action) terhadap perilaku pembelian produk ramah lingkungan secara umum (general purchasing behavior) maupun secara khusus (recycling paper production, not tested on animal, organic fruits & vegetabels, ozone friendly aerosol dan environmental friendly detergentl). Hasil penelitian ini juga menunjukkan masih rendahnya pengetahuan masyarakat untuk menjaga kelestarian lingkungan ini dapat menjadi alasan yang kuat untuk melakukan sosialisasi dan pembelajaran bagi masyarakat tentang pentingnya pelestarian lingkungan.


The main objective of this study was to assess the effect of variables specific to environmental consciousness and pro-environmental green product purchasing behavior in Yogyakarta, Solo, and Semarang. Descriptive statistics of variables produce differences in the environmental awareness of the 156 participants. Interesting finding of this study is that all models showed a significant effect at the same predictor variables (environmental knowledge, environmental attitude, recycling behavior, political action) on the purchase behavior of environmentally friendly products in general (general purchasing behavior) and specifically (recycling paper production , not tested on animal, organic fruits & vegetabels, ozone  friendly aerosol and environmental friendly detergentl). The results also showed low knowledge of the community to preserve the environment can be a good reason for socialization and learning for the public about the importance of environmental conservation.

Keywords

Environmental; Consciousness; Green product; Purchasing behavior

Full Text:

PDF

References

Chan, R. Y. K., Wong, Y. H & Leung, T. K.P. 2008. Applying Ethical Concepts to The Study of “Green†Consumer Behavior: An Analysis of Chinese Consumers’Intentions to Bring Their Own Shopping Bags. Journal of Business Ethics. Vol. 79, No. 4, pp: 469-481.

D’Souza, C., Taghian, M., Lamb, P & Peretiatkos, R.2006. Green Products and Corporate Strategy: An Empirical Investigation. Society and Business Review. Vo. 1, No. 2, pp: 144-157.

Gan, C., Wee, H. Y., Ozanne, L & Kao, H. 2008. Consumers’ purchasing behavior towards green products in New Zealand. Innovative Marketing. Vol. 4, No. 1, pp: 94-102.

H’Mida, S., Chavez, E & Guindon, C. 2008. Determinants of Pro-Environmental Behaviours Within Individual Consumers. Journal of Economic Literature (JEL) Classification, M31. pp: 1-12.

Li, H & Cai, W. 2008. Green Marketing and Sustainable Development of Garment Industry-A Game between Cost and Profit. International Journal of Business and Management. Vol. 3, No. 12, pp: 81-85.

Martin-Tapia, I., Aragon-Correa, J. A & Senise-Barrio, M. E. 2008. Being Green and Export Intensity of SMEs: The Moderating Influence of Preceived Uncertainty. Journal of Ecological Economics.Vol. 68, No. 1-2, pp: 56-67.

Stokes, S. A. 2007. Deception In Environmental Advertising: Consumers’ Reactions to Greenwashing. Unpublished Thesis. Kansas: Kansas State University.

Tantawi, P., O’Shaughnessy, N., Gad, K & Ragheb, M. A. S.2009. Green Consciousness of Consumers In A Developng Country: A Study of Egyptian Consumers. Contemporary Management Research. Vol. 5, No. 1, pp: 29-50.

Tjahjaningsih, E. 2007. Penggunaan Strategi Lingkungan Kompetitif dalam Pemasaran Lingkungan.Fokus Ekonomi. Vol. 6, No. 3, pp: 188-197.

View Counter: Abstract - 7790 and PDF - 4775

Refbacks

  • There are currently no refbacks.


Bookmark and Share