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"Dalam beberapa tahun terakhir, minat pelanggan terhadap produk ramah lingkungan semakin meningkat, terutama pada produk organik. Di Indonesia, kesadaran akan produk makanan organik sudah mulai terlihat sejak tahun 2014. Studi ini menganalisis pengaruh consumption values terhadap green purchase intention makanan organik. Nilai konsumsi yang dianalisis dalam penelitian ini meliputi emotional values, functional values dan social values serta memperluas penelitian sebelumnya dengan menambahkan conditional values. Selain itu, penelitian ini juga menganalisis peran mediasi attitude dan green trust. Penelitian ini merupakan penelitian cross-sectional kuantitatif tunggal dengan total 265 responden. Selain itu, data diolah menggunakan SmartPLS 3.2.9 dengan metode PLS-SEM. Hasil penelitian ini menunjukkan bahwa functional values dan emotional values dapat mempengaruhi green purchase intention. Sedangkan attitude mampu memediasi hubungan antara keempat nilai konsumsi dan green purchase intention. Hasil penelitian ini memberikan informasi kepada organisasi, pengusaha, dan pemerintah mengenai konsumsi hijau yang dapat digunakan untuk mengembangkan strategi dan pendekatan untuk meningkatkan niat beli konsumen makanan organik. Selain itu, pemasar harus memanfaatkan manfaat fungsional dan manfaat emosional, serta memanfaatkan sikap positif pelanggan terhadap pembelian makanan organik.

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In recent years, customer interest in environmentally friendly products has been increasing, especially in organic products. In Indonesia, awareness of organic food products has started to appear since 2014. This study analyzed the influencing of consumption values on organic food green purchase. Consumption values analyzed in this study include emotional values, functional values and social values with extending the previous research by adding conditional values. Moreover, this research also analyzed the mediating role of attitude and green trust. This research is a single quantitative cross- sectional study with a total of 265 respondents. In addition, the data was processed using SmartPLS 3.2.9 with the PLS-SEM method. The results of this study indicate that functional values and emotional values can influence green purchase intention. Meanwhile, attitude have the ability to mediate the relationship between all four consumption values and green purchase intention. The result of this study provides organizations, entrepreneur, and the government with information regarding green consumption that can be used to develop strategies and approaches to enhance consumer’s organic food buying intention. Moreover, marketers should utilize functional benefits and emotional benefits, as well as benefiting from customer’s positive attitude towards organic food purchases."

"Dalam menghadapi meningkatnya kesadaran akan isu lingkungan dan praktik berkelanjutan, green marketing telah menjadi pendekatan strategis yang penting bagi perusahaan untuk menarik konsumen yang peduli lingkungan. Penelitian ini bertujuan untuk menganalisis pengaruh green marketing yang diukur melalui (green product, green price, green promotion, dan green place) terhadap green purchase intention, dengan environmental attitude dan environmental knowledge sebagai variabel moderator. Studi ini berfokus pada produk The Body Shop dengan responden generasi Z dan Milenial di wilayah Jabodetabek, Indonesia yang mengetahui merek tersebut namun belum pernah melakukan pembelian. Pengumpulan data dilakukan melalui survey online terhadap 274 responden, dan analisis data dilakukan dengan menggunakan metode PLS-SEM. Hasil penelitian menunjukkan bahwa green promotion dan green place memiliki pengaruh signifikan terhadap green purchase intention, sementara green product dan green price tidak. Analisis moderasi, environmental attitude memperkuat pengaruh antara green product dan green purchase intention, sedangkan environmental knowledge memperkuat pengaruh green price dan green promotion terhadap green purchase intention. Temuan ini menekankan pentingnya mengutamakan strategi promosi dan distribusi dalam pemasaran hijau, serta memperbaiki kesenjangan pengetahuan lingkungan untuk meningkatkan keterlibatan konsumen. Hasil penelitian ini memberikan panduan strategis bagi perusahaan dalam merancang pemasaran hijau yang efektif dan relevan dengan pasar Indonesia, serta berkontribusi pada tujuan keberlanjutan yang lebih luas.

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In response to the growing demand for sustainable practices, green marketing has emerged as a pivotal approach for companies to engage environmentally aware consumers. This study investigates the impact of green marketing—measured through green product, green price, green promotion, and green place—on green purchase intention, with environmental attitude and environmental knowledge as moderating variables. Focusing on The Body Shop’s personal care products, the research examines Generation Z and Millennial consumers in the Jabodetabek area, Indonesia, who are aware of the brand but have not yet made a purchase. Using an online survey, data were collected from 274 respondents and analysed through Partial Least Squares Structural Equation Modelling (PLS-SEM). The results reveal that green promotion and green place significantly enhance green purchase intention, while green product and green price do not. Moreover, environmental attitude strengthens the relationship between green product and green purchase intention, while environmental knowledge positively moderates the influence of green price and green promotion on green purchase intention. These findings highlight the importance of prioritizing promotional efforts and distribution strategies in green marketing while addressing gaps in environmental knowledge to maximize consumer engagement. The insights provide valuable guidance for businesses in designing effective green marketing strategies tailored to the Indonesian market, contributing to broader sustainability goals."

"Tesis ini bertujuan untuk meneliti pengaruh dari green brand image, green trust, dan green satisfaction terhadap repurchase intention pada produk IKEA. Data berasal dari 165 responden yang sebelumnya sudah membeli produk IKEA yang dianalisis menggunakan structural equation modeling (SEM). Hasil penelitan ini menunjukkan bahwa green brand image berpengaruh terhadap green trust dan green satisfaction. Green trust memiliki pengaruh terhadap repurchase intention sedangkan green satisfaction tidak berpengaruh terhadap repurchase intention pada produk IKEA. Dari hasil penelitian, peneliti menyarankan IKEA untuk tetap mempertahankan usahanya dalam membentuk green brand image, mengedukasi konsumen untuk meningkatkan kesadaran hingga merubah perilaku mereka dalam menggunakan produk-produk ramah lingkungan, melakukan kegiatan corporate social responsibility atau community development, dan meningkatkan faktorfaktor lain yang menjadi pendorong adanya repurchase intention pada konsumen terutama di Indonesia.

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This thesis aims to investigate the influence of the green brand image, green trust and satisfaction towards repurchase intention green on IKEAproducts. Data were taken from 165 respondents who had previously been purchasing IKEA products and were analyzed with structural equation modeling (SEM). The results of this research showed that green brand image influence on green trust and green satisfaction. Green trust has an influence on repurchase intention, while green satisfaction has no effect on repurchase intention in IKEAproducts.

From the results of this study, the researchers suggest IKEA to maintain its efforts in forming green brand image, to educate consumers to raise awareness to change their behavior in using the products that are environmentally friendly, conducting corporate social responsibility or community development, and improve other factors that may be driving consumer?s repurchase intention, especially in Indonesia."

"Peneliti sebelumnya telah menunjukkan bahwa green brand affect, green brand association, green brand attitude dapat mempengaruhi green purchase intention. Namun konstruk green brand trust memiliki peran penting dalam mengukur pengaruh dari konstruk-konstruk tersebut. Penelitian ini bertujuan untuk membuktikan adanya dampak yang diberikan green brand trust pengaruh green brand affect, green brand association, green brand attitude terhadap green purchase intention. Penelitian ini merupakan penelitian kuantitatif menggunakan teknik snowball sampling dengan 252 responden warga negara Indonesia dari usia 16 sampai 60 tahun melalui survei daring. Hasil penelitian menemukan bahwa tidaka adanya pengaruh langsung antara green brand trust terhadap green purchase intention. Namun green brand trust memiliki pengaruh sebagai mediasi antara green brand affect, green brand attitude terhadap green purchase intention.

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Previous researchers have shown that green brand affect, green brand association, green brand attitude can affect green purchase intention. However, the green brand trust construct has an important role in measuring the effect of these constructs. This study aims to prove the impact given by green brand trust, the influence of green brand affect, green brand association, green brand attitude on green purchase intention. This research is a quantitative research using snowball sampling technique with 252 Indonesian citizen respondents from 16 years old to 60 years old through an online survey. The results of the study found that there was no direct influence between green brand trust and green purchase intention. However, green brand trust has an influence as a mediation between green brand affect, green brand attitude and green purchase intention."

"Beberapa tahun ini mulai muncul kelompok konsumen baru yang dinamakan environmental friendly consumers. Kelompok konsumen ini ialah konsumen yang lebih memperhatikan dampak dari konsumsi suatu merek terhadap lingkungan dalam proses pemilihan sebuah merek. Penelitian ini bertujuan untuk melihat bagaimana pengaruh dari green brand positioning, green brand awareness, green brand image dan attitudes toward green brand terhadap green brand purchase intention. Penelitian ini menggunakan sampel responden yang memiliki AC selain merek Panasonic dan belum pernah membeli AC merek Panasonic, berdomisili di Jabodetabek. Data yang didapatkan kemudian diolah dengan metode analisis Structural Equation Modelling (SEM). Hasilnya, seluruh variabel berpengaruh positif terhadap green brand purchase intention kecuali green brand awareness.

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In recent years, there is a new consumers group named environmental friendly consumers. The group consists of consumers who care about the effect that caused by certain brand in their decision making process. The purpose of this research is to examine the effects of green brand positioning, green brand awareness, green brand image, and attitudes toward green brand on green brand purchase intention. Its sample are who haven?t bought AC Panasonic, has AC and live in Jabodetabek. It use Structural Equation Modelling (SEM) method. The result is all the variables are significantly influence green brand purchase intention, except green brand awareness."

"Pengguna media sosial tumbuh signifikan hingga mencapai 60% penduduk Indonesia. Di antara pengguna tersebut adalah Pandawara Group, influencer media sosial ramah lingkungan yang terkenal dengan aktivisme lingkungannya di platform media sosial seperti TikTok dan Instagram. Pandawara Group memperoleh popularitas dalam waktu singkat karena kontennya yang unik dan saat ini memiliki 10 juta pengikut aktif, menjadikan Pandawara Group menjadi Mega Influencer dalam waktu kurang dari setahun. Penelitian ini mengkaji peran Pandawara Group dalam mempromosikan niat pembelian ramah lingkungan melalui pendekatan The Extended Theory of Planned Behavior (TPB). Penelitian ini fokus dan menggunakan pendekatan kuantitatif dengan menggunakan survei yang disebarkan kepada pengikut Pandawara Group dengan jumlah sampel yang terkumpul sebanyak 122 responden. Kemudian data tersebut diolah melalui SEM-PLS dengan bantuan SmartPLS. Hasil penelitian ini menunjukkan bahwa perceived credibility dan perceived expertise berpengaruh positif terhadap sikap terhadap perilaku ramah lingkungan. Studi ini juga menemukan bahwa congruence yang dirasakan konsumen terhadap Pandawara Group dapat mempengaruhi parasocial relationship secara positif dan signifikan, yang pada akhirnya secara signifikan mempengaruhi niat pembelian ramah lingkungan.

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Social media users have grown significantly, reaching 60% of the Indonesian population. Among those users is Pandawara Group, a green social media influencer known for its environmental activism on social media platforms such as TikTok and Instagram. Pandawara Group gained popularity in a short period of time viiuet o its unique content and currently has 10 million active followers, making Pandawara Group a Mega Influencer in less than a year. This research examines the role of the Pandawara Group in promoting green purchase intention through the lens of the Theory of Planned Behavior (TPB). The study focuses on and employs a quantitative approach, utilizing surveys distributed to followers of the Pandawara Group with 122 samples collected. Then, the data is processed through SEM-PLS with the help of SmartPLS. The findings indicate that perceived credibility and expertise attributes positively affect attitudes toward green behavior. The study also finds that perceived congruence positively and significantly influences parasocial relationships, which in turn significantly influences green purchase intentions. "

"Kemajuan teknologi yang bergerak cepat memengaruhi gaya hidup konsumen secara global, dalam hal mengakses dan menyebarkan informasi digital (E-WOM), membeli barang dan jasa secara online, dan mengonsumsi makanan cepat saji yang berdampak negatif terhadap lingkungan dari limbah. Penelitian tesis ini dilakukan untuk melihat pengaruh hubungan antara keterlibatan E-WOM dan sikap terhadap lingkungan terhadap niat untuk membeli produk hijau pada konsumen dewasa muda. Penelitian korelasional dengan metode non-probability sampling dengan sampel 479 partisipan, dewasa muda berusia 18-34 tahun dengan membagikan kuesioner online dengan topik Green Consumers.Hasil penelitian menunjukkan bahwa keterlibatan E-WOM dan sikap terhadap lingkungan secara simultan memiliki pengaruh signifikan terhadap niat untuk membeli produk ramah lingkungan. Hubungan positif antara keterlibatan E-WOM dan hubungan negatif dari sikap terhadap lingkungan terhadap niat untuk membeli produk hijau dapat menjadi pernyataan bahwa semakin tinggi keterlibatan individu dalam E-WOM, dan semakin rendah atau negatif sikap terhadap lingkungan akan meningkat niat untuk membeli produk hijau untuk perorangan. Keterlibatan E-WOM memiliki pengaruh yang lebih besar pada niat untuk membeli produk hijau daripada sikap terhadap lingkungan pada konsumen dewasa muda.

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Fast-moving technological advancements affect global lifestyles of consumers, in terms of accessing and disseminating digital information (E-WOM), buying goods and services online, and consuming fast food that negatively impacts the environment from waste. This thesis research was conducted to see the effect of the relationship between E-WOM involvement and attitudes towards the environment on the intention to buy green products in young adult consumers. Correlational research with non-probability sampling method with a sample of 479 participants, young adults aged 18-34 years by distributing online questionnaires with the topic Green Consumers.

The results showed that the involvement of E-WOM and attitudes towards the environment simultaneously had a significant influence on the intention to buy environmentally friendly products. The positive relationship between E-WOM involvement and the negative relationship of attitudes towards the environment towards the intention to buy green products can be a statement that the higher the involvement of individuals in E-WOM, and the lower or negative attitude towards the environment will increase the intention to buy green products for individuals. The involvement of E-WOM has a greater influence on the intention to buy green products than the attitude towards the environment in young adult consumers."

"Tujuan dari penelitian ini adalah untuk menganalisis pengaruh green perceived quality terhadap green trust melalui green satisfaction sebagai variabel perantara pada skincare organic Sariayu solusi organic di Jabodetabek. Sampel penelitian ini berjumlah 200 orang yang diambil dengan menggunakan purposive sampling. Analisa data dilakukan dengan menggunakan AMOS. Hasil penelitian menunjukkan bahwa green perceived quality memiliki pengaruh positif terhadap green trust yang diperantarai oleh green satisfaction.

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The purpose of this research is to analyze the effect of green perceived quality towards green trust with green satisfaction as an intervening variable. This research used 200 samples as a basic criteria sample for SEM, all the respondents were collected by purposive sampling methods. This research was analyzed with Structural Equation Modelling SEM with AMOS software. The result of this research presented that green perceived quality positively influenced towards green trust with green satisfaction as an intervening variable."

"Masalah lingkungan menjadi masalah utama yang banyak dibahas. Berbagai pihak seperti manajer pemasaran, peneliti, dan berbagai perusahaan riset telah mulai banyak memerhatikan dan mencari berbagai faktor yang mungkin akan mendorong dan mengarahkan pembeli untuk membeli produk-produk “hijau” atau ramah lingkungan. Berdasarkan statistik survei, antara 30 hingga 40 persen dari kerusakan lingkungan adalah akibat langsung dari konsumsi barang sekali pakai dari individu. Perang melawan polusi plastik sedang melanda dan diperparah dengan munculnya pandemi COVID-19, karena penggunaan masker sekali pakai, sarung tangan, dan peralatan pelindung sekali pakai lainnya melonjak di seluruh dunia, termasuk di Indonesia. Sosialisasi kesadaran tentang pencegahan COVID-19 sangat intensif di seluruh dunia, tetapi kesadaran untuk menjaga lingkungan melalui pengurangan, eliminasi dan pengelolaan yang tepat dari masker wajah sekali pakai pun harus cepat dilakukan. Kerangka berpikir penelitian ini adalah dari Teori Perilaku Terencana (TPB). Tujuan dari penelitian ini adalah untuk mengidentifikasi apa faktor yang berpengaruh positif terhadap intensi pembelian masker pakai ulang. Sampel dibagikan secara virtual kepada kerabat yang berdomisili di DKI Jakarta dan Jawa Barat. Data dianalisis menggunakan metode SEM dengan PLS, menggunakan perangkat lunak WarpPLS 7.0. Hasil penelitian menunjukkan bahwa sikap lingkungan dan iklan lingkungan berpengaruh positif terhadap intensi pembelian masker pakai ulang. Iklan lingkungan memiliki pengaruh paling besar terhadap intensi pembelian masker kain, dimana hal tersebut menjadi temuan utama dari penelitian ini. Analisis variable moderator, harga premium secara positif memiliki efek interaksi dengan iklan lingkungan. Tingkat pendidikan memiliki efek interaksi dengan risiko, tetapi risiko tidak memiliki pengaruh terhadap intensi pembelian masker kain sehingga tidak ada pengaruh moderasinya. Jenis kelamin sebagai moderator pun ditemukan sama sekali tidak mempengaruhi intensi pembelian masker kain.

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Environmental problem become main issue that are widely discussed. Various parties such as marketing managers, researchers, and various research companies have started to pay more attention and look for various factors that might encourage and direct buyers to buy "green" or environmentally friendly products. Based on statistics survey, between 30 and 40 percent of environmental damage is a direct result of the consumption of single-use items from individuals. The fight against plastic pollution is brewing and is exacerbated by the emergence of the COVID-19 pandemic, as the use of disposable masks, gloves and other disposable protective equipment surges around the world, including Indonesia. Socialization of COVID-19 awareness is very intensive, but awareness to protect the environment through the reduction, elimination and proper management of disposable face masks must also be carried out quickly. The framework of this research is from the Theory of Planned Behavior (TPB). The purpose of this study was to identify what factors have a positive effect on the intention to purchase reusable masks. Samples were distributed virtually to relatives who live in DKI Jakarta and West Java. Data were analyzed using the SEM method with PLS, using the WarpPLS 7.0 software. The results showed that environmental attitude and environmental advertising had a positive effect on the intention to purchase reusable masks. Environmental advertising has the greatest influence on cloth masks purchase intention, which is the main finding of this study. As for moderator variable analysis, premium price positively has an interaction effect with environmental advertising. The level of education has an interaction effect with perceived risks, but risk does not have an influence on cloth masks purchase intention so there is no moderating effect. Gender as a moderator was found to have absolutely no influence on cloth masks purchase intention."

"Penelitian ini mengkaji pengaruh TikTok Live Shopping (TLS) characteristics seperti interactivity, entertainment, dan credibility terhadap impulse purchase intention untuk produk makanan dan minuman, dengan swift guanxi dan perceived trust sebagai variabel mediasi. Data diperoleh dari 201 responden berusia 18–34 tahun yang berdomisili di wilayah Jabodetabek dan telah menonton TLS dalam tiga bulan terakhir. Menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM), hasil penelitian menunjukkan bahwa interactivity dan credibility berpengaruh positif terhadap swift guanxi dan perceived trust, sementara entertainment hanya berpengaruh signifikan terhadap swift guanxi. Selanjutnya, swift guanxi dan perceived trust terbukti secara signifikan mendorong impulse purchase intention. Selain itu, swift guanxi sepenuhnya memediasi pengaruh TLS characteristics terhadap perilaku pembelian impulsif, sedangkan perceived trust hanya memediasi hubungan antara credibility dan impulse purchase intention. Temuan ini menekankan pentingnya kedekatan relasional dalam mendorong perilaku impulse buying di dalam konteks live shopping.

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This study examines the influence of TikTok Live Shopping (TLS) characteristics, including interactivity, entertainment, and credibility, on impulse purchase intention for food and beverage products, with swift guanxi and perceived trust as mediating variables. Data were collected from 201 respondents aged 18–34 years residing in the Jabodetabek area who had watched TLS in the past three months. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), the results show that interactivity and credibility positively affect swift guanxi and perceived trust, while entertainment only significantly influences swift guanxi. Furthermore, swift guanxi and perceived trust are proven to significantly drive impulse purchase intention. In addition, swift guanxi fully mediates the effect of TLS characteristics on impulsive buying behavior, while perceived trust only mediates the relationship between credibility and impulse purchase intention. These findings underscore the importance of relational closeness in fostering impulse buying behavior within the live shopping context."