ABSTRAK
Penelitian-penelitian terdahulu menemukan bahwa observational cues dapatmeningkatkan kemunculan perilaku altruis atau prososial pada individu.Penelitian ini bertujuan mengeksplorasi kemungkinan keberadaan hubunganantara pertanda pengamatan (observational cues) dengan salah satu bentukaltruis yang belum pernah diteliti, yakni perilaku konsumsi berkelanjutan sertaefek moderasi harga di dalam hubungan tersebut. Penelitian ini menggunakandesain eksperimental 2 (observational cues: ada vs. tidak ada) x 3 (harga:produk berkelanjutan lebih tinggi daripada produk konvensional vs. produkberkelanjutan lebih rendah daripada produk konvensional vs. produkberkelanjutan dan konvensional setara). Analisis data yang berasal dari 182mahasiswa Universitas Indonesia mengindikasikan ketiadaan pengaruh yangsignifikan dari observational cues dalam meningkatkan perilaku konsumsiberkelanjutan 2 (1, N=182) = 2,348, p= 0,125. Analisis pada variabel harga didalam model interaksi tiga arah tidak mengindikasikan keberadaan efekmoderasi harga, 2 (2, N=182) = 0,11, p= 0,995. Analisis terpisah terhadapinteraksi dua arah antara harga dan produk menunjukkan hasil signifikan, 2 (2,N=182) = 45,539, p= 0,001. Hasil penelitian menentang generalisasi dari efekkeberadaan obserational cues. Dalam naskah ini, dampak teoritis dan praktisdari hasil penelitian ini turut didiskusikan.
ABSTRACT
Previous researches have indicated that the presence of observational cuesincrease the frequency of altruistic or prosocial behaviors exhibited byindividuals. This research aimed to explore the probability of relationshipbetween observational cues and a form of altruistic behavior which was yet tobe examined, namely sustainable consumption as well as the moderation effectof price within the relationship. This research employed a between-subjectexperimental design of 2 (observational cues: present vs. not present) x 3 (price:price of sustainable product is higher than coventional product vs. price ofsustainable product is lower than coventional product vs. price of sustainableand conventional product are equal). The statistical analysis conducted on 182data collected from undergraduate students of Universitas Indonesia indicatedthat there was no significant effect of observational cues in increasingsustainable consumption, 2 (1, N=182) = 2,348, p= 0,125. The analysis ofprice within the three-way interaction model indicated that there was nosignificant effect of price as moderator within the model, 2 (2, N=182) = 0,11,p= 0,995. A separate analysis conducted on the two-way interaction betweenprice and product yielded significant result, 2 (2, N=182) = 45,539, p= 0,001.The result called into question the generalization of the effect generated byobservational cues. Further theoretical and practical implications are discussed. |
S65537-Gabriel Charlotte.pdf :: Unduh