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Abstrak :
Temuan-temuan terdahulu mengenai deprivasi kebutuhan akan rasa memiliki dan pengaruhnya terhadap tingkah laku prososial masih berujung pada hasil yang tidak konsisten. Beberapa penelitian menunjukkan bahwa faktor situasi perlu dipertimbangkan dalam interaksi antara kebutuhan akan rasa memiliki dan tingkah laku prososial. Pada individu yang mengalami deprivasi kebutuhan akan rasa memiliki, kecenderungan individu untuk melakukan tingkah laku prososial akan meningkat jika tingkah laku prososial tersebut dilakukan secara publik. Studi eksperimental ini berargumen bahwa individu yang mengalami deprivasi dan memprioritaskan nilai altruistik akan cenderung bertingkah laku prososial terlepas dari tingkah laku prososial dilakukan secara publik atau anonim, sedangkan individu yang mengalami deprivasi dan memprioritaskan nilai egoistik akan semakin terdorong untuk bertingkah laku prososial pada situasi publik. Oleh karena itu, penelitian ini ingin melihat interaksi tiga arah antara nilai, situasi, dan kebutuhan akan rasa memiliki terhadap tingkah laku prososial. Penelitian ini menggunakan desain eksperimen randomized multigroup, sebanyak 643 WNI berusia 18-35 tahun yang tidak memiliki latar belakang pendidikan psikologi (78.8% perempuan, M usia = 21.37, SD usia = 2.56) dilibatkan dalam pengambilan data. Uji T menunjukkan tidak adanya perbedaan skor rata-rata jumlah berdonasi yang signifikan antara partisipan yang mengalami deprivasi kebutuhan akan rasa memiliki dan yang tidak. Efek moderasi dari situasi berdonasi tidak ditemukan. Penelitian ini juga tidak menemukan interaksi tiga arah antara ketiga variabel bebas terhadap tingkah laku prososial berdonasi. Meskipun demikian, penelitian menemukan efek langsung yang signifikan dari nilai, baik altruistik maupun egoistik, terhadap tingkah laku berdonasi. ......Previous findings regarding the need to belong deprivation and its impact on prosocial behavior still lead to inconsistent results. Several studies have shown that situational factors must be considered in the interaction between the need to belong and prosocial behavior. In individuals who experience the need to belong deprivation, the individual's tendency to carry out prosocial behavior will increase if the prosocial behavior is carried out in public. This experimental study argues that individuals who experience deprivation and prioritize altruistic values ​​tend to behave prosocially regardless of prosocial behavior carried out publicly or anonymously. In contrast, individuals who experience deprivation and prioritize egoistic values ​​will be increasingly motivated to behave prosocially in public situations. Therefore, this study wants to see a three-way interaction between values, situations, and the need to belong to prosocial behavior. This study used a randomized multigroup experimental design; as many as 643 Indonesian citizens aged 18-35 years with no educational background in psychology (78.8% female, M age = 21.37, SD age = 2.56) were involved in data collection. The T-test showed that there was no significant difference in the average score of the number of donations between deprived and non-deprived participants. The moderating effect of the donation situation was not found. This study also did not find a three-way interaction between the three independent variables to the prosocial behavior of donating. Nonetheless, research has found a significant direct effect of both values on donating behavior.

Abstrak :
ABSTRAK
Penelitian ini membahas keterkaitan values orientation yang terdiri dari egoistic, altruistic, dan biospheric dengan green functional benefit, green monetary cost, dan green satisfaction sehingga terbentuklah green commitment dan green loyalty. Non-probability sampling dan metode purposive sampling digunakan dengan kriteria tertentu, di mana konsumen adalah mereka yang membeli dan menggunakan produk green brand. Terdapat 402 konsumen sebagai sampel penelitian yang terkumpul dan dianalisa menggunakan Structural Equation Modeling. Hasil menunjukkan bahwa data mendukung hipotesis pengaruh egoistic dan biospheric values terhadap green functional benefit dan green monetary cost. Hipotesis terdukung juga ditunjukkan pada pengaruh green functional benefit dan green monetary cost terhadap green satisfaction, pengaruh green satisfaction terhadap green commitment, dan pengaruh green commitment terhadap green loyalty. Sedangkan hipotesis lainnya tidak terbukti. Penelitian ini menunjukkan bahwa green loyalty ditentukan oleh egoistic dan biospheric values, serta green commitment sebagai mediasi penting dalam hubungan green satisfaction dan green loyalty. Implikasi manajerial dari hasil penelitian ini menyarankan agar strategi marketing menekankan pada pembentukan nilai egoistic dan biospheric, baik melalui promosi maupun penyampaian pesan marketing.

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ABSTRACT
The purpose of this study is to analyze the influence of egoistic, altruistic and biospheric value on green functional benefit, green monetary cost, green satisfaction and green loyalty. The study also analyze the effect of green functional benefit and green monetary cost on green satisfaction and green loyalty, as well as green satisfaction on green loyalty. The research use quantitative method with customers who has green brand purchase experience as the population in Indonesia. Non-probability sampling then conducted using purposive sampling method based on predetermined criterias, which are customers who has already purchase and use green brand products. There are 402 sample of customers that were gathered and analyzed using Structural Equation Modeling. The result shows that the data support hyphotheses on egoistic and biospheric value to green functional benefit and green cost monetary. The supported hyphotheses also show on green functional beneft and green cost monetary to green satisfaction. This study found there is positive on green satisfaction to green commitment, as well as green commitment to green loyalty. The other hyphotheses are not supported by data. As a conclusion, it is egoistic and biospheric values that has positive effect on green loyalty, while green functional benefit, green monetary cost, green satisfaction, and green commitment act as mediation between the value orientation and green loyalty. For managerial implication, green brand marketing strategy should incorporate egoistic and biospheric values in messages in advertising and promotion.

Abstrak :
Permasalahan lingkungan telah menjadi perhatian masyarakat dunia. Kini, terjadi perubahan gaya hidup untuk mengurangi efek negatif terhadap lingkungan akibat konsumsi masyarakat. Muncul berbagai gerakan pelestarian lingkungan, salah satunya dengan membeli kosmetik ramah lingkungan. Penelitian ini bertujuan untuk mengetahui pengaruh altruistic value, biospheric value, dan hedonic value, serta mengetahui pengaruh mediasi pro-environmental belief dan personal norm terhadap green purchase behavior konsumen Indonesia dalam konteks pembelian kosmetik ramah lingkungan. Pengambilan data dilakukan dengan metode purposive sampling menggunakan survei online terhadap pembeli dan pengguna kosmetik ramah lingkungan berusia minimal 17 tahun di Indonesia. Sebanyak 230 responden terkumpul dalam penelitian ini, kemudian data diolah menggunakan software Partial Least Square-Structural Equation Method (PLS-SEM). Hasil penelitian menunjukkan bahwa data mendukung seluruh hipotesis, yaitu ketiga nilai tersebut berpengaruh secara signifikan terhadap pro-environmental belief, yang mendorong perasaan berkepentingan untuk memenuhi tanggung jawab untuk menghadapi permasalahan lingkungan (personal norm). Peran mediasi dari pro-environmental belief terhadap hubungan ketiga nilai tersebut dengan personal norm, serta peran mediasi personal norm terhadap hubungan pro-environmental belief dan green purchase behavior terbukti berpengaruh secara signifikan. Penelitian ini dapat bermanfaat untuk membantu manajer dalam merumuskan strategi dalam memasarkan produk kosmetik ramah lingkungan. ......Environmental issues that happened all over the world have earned public attention. There’s a change in consumer’s lifestyle that aims to reduce the negative effects on the environment created by their consumption. As the industry grows wider, the cosmetic industry continues to contribute to environmental damages. There are various movements to preserve the environment, one of them is by buying green cosmetics. This study aims to determine the effect of altruistic value, biospheric value, and hedonic value, as well as to determine the mediating effect of pro-environmental beliefs and personal norms on the green purchase behavior towards green cosmetics products in Indonesia. Purposive sampling with online survey technique was done on buyers and users of green cosmetics products with a minimum age of 17 years old. 230 respondents were collected and analyzed using Partial Least Square-Structural Equation Method (PLS-SEM). The result revealed that altruistic, biospheric, and hedonic value have a significant effect on pro-environmental beliefs, which encourage feelings of interest in fulfilling responsibilities to deal with environmental problems (personal norms). The mediating role of pro-environmental belief on the relationship between these three values and personal norms, as well as the mediating role of personal norm on the relationship between pro-environmental belief and green purchase behavior proved to have a significant effect. This research hopefully can be useful to help managers in formulating strategies to market green cosmetic products.