Moderasi Gender Dalam Mempengaruhi Environmental Attitude dan Environmental Concern Terhadap Green Purchasing Behavior Pada Konsumen Produk Mie Lemonilo di Purworejo
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Abstract
Program green marketing merupakan sumber competitive advantage dalam kegiatan bisnis karena dapat mempengaruhi konsumen dalam pembelian produk ramah lingkungan. Penelitian ini bertujuan untuk menguji pengaruh environmental attitude dan environmental concern terhadap green purchasing behavior dengan memasukkan gender sebagai variabel moderasi. Peneliti menentukan produk Mie Lemonilo sebagai objek penelitian karena relevan dengan green product. Penelitian ini menggunakan analisis regresi linier berganda untuk pengujian parsial dan chow test untuk pengujian moderasi. Penelitian ini menggunakan sampel sebanyak 150 responden dengan teknik purposive sampling. Hasil penelitian menunjukkan bahwa environmental attitude dan environmental concern secara parsial berpengaruh positif dan signifikan terhadap green purchasing behavior. Gender terbukti memoderasi pengaruh environmental attitude dan environmental concern terhadap perilaku pembelian produk hijau. Hasil penelitian menunjukkan bahwa wanita lebih bersikap positif dan lebih peduli terhadap lingkungan dibandingkan laki-laki.
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How to Cite
Euistantya, D. V., Ekowati, T., & Runanto, D. (2026). Moderasi Gender Dalam Mempengaruhi Environmental Attitude dan Environmental Concern Terhadap Green Purchasing Behavior Pada Konsumen Produk Mie Lemonilo di Purworejo . ProBisnis : Jurnal Manajemen, 17(2), 1295–1302. Retrieved from https://ejournal.joninstitute.org/index.php/ProBisnis/article/view/1531
References
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Dewantara, G. A. (2020). Dampak Environmental Concern Terhadap Green Purchase Behavior Pada Produk Apple Inc.: Gender Sebagai Variabel Moderasi. inProceedings.
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Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro: Semarang.
Gujarati, D.N. & Porter, D. C. (2020). Basic Econometric (6th Editio). McGraw-Hill Education.
Joshi, Y., & Rahman, Z. (2015). Factors Affecting Green Purchase Behaviour and Future Research Directions. International Strategic Management Review, 3(1), 128-143.
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Lee, K. (2009). Gender Differences in Hong Kong Adolescent Consumers’ Green Purchasing Behavior. Journal of Consumer Marketing, 26(2), 87–96.
Leppänen, J.M., Haahla, A.E., Lensu, A.M., & Kuitunen, M. T. (2000). Parent-Child Similarity in Environmental Attitudes: A Pairwise Comparison. The Journal of Environmental Education, 43(3), 162-176.
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Moravcikova, D., Krizanova, A., Majerova, J., & Rypakova, M. (2017). Green marketing as the source of the competitive advantage of the business. Sustainability, 9, 2218.
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Prawesti, N.D., & Widodo, A. (2020). Impact of Environmental Attitude on Green Purchase Behavior: Gender as Moderation Variable (Study on Students in DKI Jakarta). e-Proceeding of Management, 7 (1). 1194-1200.
Rakhmawati, T. (2016). Jenis Kelamin sebagai Variabel Moderasi dalam Hubungan Kualitas Pelayanan Pusat Kesehatan Masyarakat (Puskesmas) dan Kepercayaan Pasien: Sebuah Model Konseptual. Quality Management Review, 1(1), 30–58.
Risqiani, R. (2017). Antecedents of Consumer Buying Behavior Towards on Environmentally Friendly Products. Business and Entrepreneurial Review, 17(2), 145–164.
Rusyani, E., Lavuri, R., & Gunardi, A. (2021). Purchasing Eco-Sustainable Products: Interrelationship Between Environmental Knowledge, Environmental Concern, Green Attitude, and Perceived Behavior. Sustainability, 13, 4601.
Sanny, L., Chairuddin, L., & Ninal, M. N. (2023). Environmental Attitude Towards Green Purchasing Behavior in Jakarta. IEEE World AI IoT Congress (AIIoT), 0792–0796.
Santoso, H., & Putri, E. A. (2015). Pengaruh Perbedaan Jenis Kelamin terhadap Perilaku Pembelian Produk Hijau di Semarang. Prosiding Seminar Nasional IENACO, 648–655.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill- Building Approach (7 th Editi). John Wiley & Sons Ltd.
Singh, S., Chawla, U.,& Iqbal, H. (2023). Relationship Between Social Cause, Environmental Conservation, and Environmental Attitude, Towards Promoting Green Purchasing Behavior. Serbian Journal of Management.
Tati, K., Merima, M.,& Injarevi, I. (2010). Relationship Between Environmental Concern And Green Purchasing Behavior. Interdisciplinary Management Research, 6, 801–810.
Wijaya, K., & Soelasih, Y. (2020). Variabel yang Mempengaruhi Perilaku Pembelian Green Product pada Generasi Muda. Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi, 7(2), 238–246.
Andrew, A., & Slamet, F. (2013). Pengaruh Environmental Behavior terhadap Green Purchasing Behavior pada Anak Muda Generasi C di Jakarta. Proceeding Seminar Nasional dan Call For Papers Sancall 2013.
Arttachariya, P. (2012). Environmentalism and Green Purchasing Behavior: A Study on Graduate Students in Bangkok, Thailand. BU Academic Review, 11(2), 1–11.
Azwar, S. (2015). Penyusunan Skala Psikologi (Edisi 1). Pustaka Pelajar.
B.Abeywardana.W.A.D.D.N., & N. P. . (2023). Influence of Environmental Concern on Green Purchasing Behavior Among Undergraduate Students in Sri Lanka. Asian Journal of Education and Social Studies.
Dagher, G.K., & Itani, O. . (2014). Factors Influencing Green Purchasing Behaviour: Empirical Evidence From The Lebanese Consumers. Journal of Consumer Behaviour, 13(1), 188-195.
Dagher, G.K., Itani, O., & Kassar, A. . (2015). The Impact of Environment Concern and Attitude on Green Purchasing Behavior: Gender as The Moderator. Contemporary Management Research, 11(2), 179-206.
Deng, J., Walker, J.G., & Swinnerton, G. (2006). A Comparison of Environmental Values and Attitudes Between Chinese on Canada and Anglo-Canadians. . . Environment and Behavior, 38(1), 22–47.
Dewantara, G. A. (2020). Dampak Environmental Concern Terhadap Green Purchase Behavior Pada Produk Apple Inc.: Gender Sebagai Variabel Moderasi. inProceedings.
Ekowati, T. (2018). Wisata Belanja: Perpaduan Konsep Belanja dan Rekreasi. Expert.
Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan Program IBM SPSS 25. Badan Penerbit Universitas Diponegoro: Semarang.
Gujarati, D.N. & Porter, D. C. (2020). Basic Econometric (6th Editio). McGraw-Hill Education.
Joshi, Y., & Rahman, Z. (2015). Factors Affecting Green Purchase Behaviour and Future Research Directions. International Strategic Management Review, 3(1), 128-143.
Kasali, R. (2007). Membidik Pasar Indonesia: Segmentasi, Targeting, dan Positioning. PT Gramedia Pustaka Utama.
Kim, Y., & Choi, S. M. (2005). Antecedents of Green Purchase Behavior: an Examination of Collectivism, Environmental Concern, and PCE. Advances in Consumer Research, 32(1), . 591-599.
Lamb, C.W., Hair, J.F., & McDaniel, C. (2011). Marketing. : South-Western Cengage Learning.
Lee, K. (2009). Gender Differences in Hong Kong Adolescent Consumers’ Green Purchasing Behavior. Journal of Consumer Marketing, 26(2), 87–96.
Leppänen, J.M., Haahla, A.E., Lensu, A.M., & Kuitunen, M. T. (2000). Parent-Child Similarity in Environmental Attitudes: A Pairwise Comparison. The Journal of Environmental Education, 43(3), 162-176.
Lin, Y., Yang, S., Hanifah, H., & Iqbal, Q. (2018). An exploratory study of consumer attitudes toward green cosmetics in the UK market. Administrative Sciences, 8(4). https://doi.org/https://doi.org/10.3390/admsci8040071
Marvi, M.H., Minbashrazgah, M.M., Zarei, A., & Baghini, G. S. (2020). Knowledge Foundation in Green Purchase Behaviour: Multidimensional Scaling Method. Cogent Business & Management, 7(1), 1–18.
Michalak, S., Bartkowiak, P., & Stachowwiak-Krzyzan, M. (2024). Using Structural Equation Modelling to Explore the Influence of Environmental concern on the Willingness to Pay for Green Energy and Green Products-The Case of Poland. Marketing of Scientific and Research Organizations, 53, 1–24.
Moravcikova, D., Krizanova, A., Majerova, J., & Rypakova, M. (2017). Green marketing as the source of the competitive advantage of the business. Sustainability, 9, 2218.
Nekmahmud, M., & Fekete-Farkas, M. (2020). Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation. Sustainability. https://doi.org/https://doi.org/10.3390/su12197880
Nekmahmud, M. (2020). Environmental marketing: Tourists purchase behavior response on green products. Tourism Marketing in Bangladesh: An Introduction. Routledge.
Prawesti, N.D., & Widodo, A. (2020). Impact of Environmental Attitude on Green Purchase Behavior: Gender as Moderation Variable (Study on Students in DKI Jakarta). e-Proceeding of Management, 7 (1). 1194-1200.
Rakhmawati, T. (2016). Jenis Kelamin sebagai Variabel Moderasi dalam Hubungan Kualitas Pelayanan Pusat Kesehatan Masyarakat (Puskesmas) dan Kepercayaan Pasien: Sebuah Model Konseptual. Quality Management Review, 1(1), 30–58.
Risqiani, R. (2017). Antecedents of Consumer Buying Behavior Towards on Environmentally Friendly Products. Business and Entrepreneurial Review, 17(2), 145–164.
Rusyani, E., Lavuri, R., & Gunardi, A. (2021). Purchasing Eco-Sustainable Products: Interrelationship Between Environmental Knowledge, Environmental Concern, Green Attitude, and Perceived Behavior. Sustainability, 13, 4601.
Sanny, L., Chairuddin, L., & Ninal, M. N. (2023). Environmental Attitude Towards Green Purchasing Behavior in Jakarta. IEEE World AI IoT Congress (AIIoT), 0792–0796.
Santoso, H., & Putri, E. A. (2015). Pengaruh Perbedaan Jenis Kelamin terhadap Perilaku Pembelian Produk Hijau di Semarang. Prosiding Seminar Nasional IENACO, 648–655.
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill- Building Approach (7 th Editi). John Wiley & Sons Ltd.
Singh, S., Chawla, U.,& Iqbal, H. (2023). Relationship Between Social Cause, Environmental Conservation, and Environmental Attitude, Towards Promoting Green Purchasing Behavior. Serbian Journal of Management.
Tati, K., Merima, M.,& Injarevi, I. (2010). Relationship Between Environmental Concern And Green Purchasing Behavior. Interdisciplinary Management Research, 6, 801–810.
Wijaya, K., & Soelasih, Y. (2020). Variabel yang Mempengaruhi Perilaku Pembelian Green Product pada Generasi Muda. Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi, 7(2), 238–246.