Intensi Membeli Produk Ramah Lingkungan pada Konsumen di Jakarta

Wun, Grace Nathasya
Selamat, Frangky

Jurnal Manajerial Dan Kewirausahaan
Vol. 8 No. 1 (2026): Jurnal Manajerial dan Kewirausahaan

Tujuan dari penelitian ini adalah untuk menguji environmental concern, subjective norms dan perceived behavioral control terhadap green purchase intention serta menguji attitude sebagai mediasi environmental concern, subjective norm dan perceived behavioral control dengan green purchase intention. Populasi dari penelitian ini adalah konsumen dari produk lingkungan yang berdomisili di Jakarta. Populasi yang digunakan dalam penelitian ini berjumlah 144 responden valid dari jumlah total sebanyak 150 responden. Penelitian ini menggunakan metode purposive sampling, dengan menyebarkan kuesioner secara online yang kemudian diolah menggunakan smartPLS-SEM. Hasil dari penelitian ini adalah environmental concern tidak dapat memengaruhi green purchase intention secara langsung, namun environmental concern dapat memengaruhi green purchase intention melalui attitude sebagai mediasi. Subjective norm dan perceived behavioral control dapat memengaruhi green purchase intention secara langsung, namun attitude tidak dapat memediasi hubungan antara subjective norm dengan green purchase intention. Sedangkan perceived behavioral control dapat memengaruhi green purchase intention dengan melalui attitude sebagai mediasi. The purpose of this research is to examine the effect environmental concerns, subjective norms and perceived behavioral control on green purchase intention and to test attitudes as mediation of environmental concerns, subjective norms and perceived behavioral control with green purchase intentions. The population of this study are green products consumers who live in Jakarta. The population used in this study was 144 valid respondents out of a total of 150 respondents. This study used a purposive sampling method, by distributing online questionnaires which were then processed using smartPLS-SEM. The results of this study are that environmental concerns cannot directly affect green purchase intention, but environmental concerns can affect green purchase intentions through attitude as mediation. Subjective norm and perceived behavioral control can directly influence green purchase intention, but attitude cannot mediate the relationship between subjective norm and green purchase intention. Meanwhile, perceived behavioral control can influence green purchase intention through attitude as mediation.