Febrianty, Viony Dwi Putri (2025) Pengaruh Green Advertising dan Ecolabel Dalam Membentuk Green Purchasing Behavior Melalui Mediasi Environmental Attitude dan Awareness Pada Konsumen Pangan Organik di Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Isu krisis iklim dan kerusakan lingkungan telah mendorong peningkatan konsumsi hijau, termasuk pada produk pangan organik. Namun, pertumbuhannya di Indonesia masih tergolong lamban jika dibandingkan dengan negara-negara lain. Salah satu penyebabnya adalah masih kurangnya alat komunikasi pemasaran yang efektif dan kredibel dalam mendorong percepatan adopsi gaya hidup berkelanjutan. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh green advertising dan ecolabel terhadap green purchasing behavior dengan environmental attitude dan environmental awareness sebagai variabel mediasi. Kerangka penelitian mengadaptasi Theory of Planned Behavior (TPB) serta pendekatan etika bisnis yang menekankan pentingnya kredibilitas dan transparansi dalam komunikasi pemasaran. Data dikumpulkan dari 196 responden konsumen pangan organik di Surabaya melalui penyebaran kuesioner daring dan luring menggunakan metode purposive dan convenience sampling kemudian dianalisis menggunakan metode Covariance-Based Structural Equation Modelling (CB-SEM). Hasil penelitian menunjukkan bahwa factor psikologis environmental attitude dan environmental awareness memiliki pengaruh positif dan signifikan terhadap green purchasing behavior. Selain itu, ecolabel terbukti secara signifikan memengaruhi green purchasing behavior, sementara green advertising tidak. Lebih lanjut, ecolabel berpengaruh signifikan terhadap environmental attitude, sedangkan green advertising berpengaruh signifikan terhadap environmental awareness. Secara tidak langsung, ditemukan bahwa environmental awareness secara signifikan memediasi hubungan antara green advertising dan green purchasing behavior, sementara environmental attitude secara signifikan memediasi hubungan antara ecolabel dan green purchasing behavior. Temuan ini memberikan implikasi praktis bagi perancang strategi pemasaran hijau dalam mendorong konsumsi berkelanjutan di Indonesia.
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The issue of climate crisis and environmental degradation has driven the rise of green consumption, including the demand for organic food products. However, the growth of this market in Indonesia remains relatively slow compared to other countries. One of the underlying causes is the lack of effective and credible marketing communication tools to accelerate the adoption of a sustainable lifestyle. Therefore, this study aims to analyze the influence of green advertising and ecolabels on green purchasing behavior, with environmental attitude and environmental awareness as mediating variables. The research framework adopts the Theory of Planned Behavior (TPB) and incorporates an ethical marketing perspective that emphasizes the importance of credibility and transparency in environmental communication. Data were collected from 196 organic food consumers in Surabaya through online and offline questionnaires using purposive and convenience sampling methods, and analyzed using Covariance-Based Structural Equation Modelling (CB-SEM). The results reveal that the psychological factors of environmental attitude and environmental awareness have a positive and significant influence on green purchasing behavior. Furthermore, ecolabels significantly influence green purchasing behavior, while green advertising does not. Ecolabels also significantly influence environmental attitude, whereas green advertising significantly influences environmental awareness. Indirectly, environmental awareness is found to significantly mediate the relationship between green advertising and green purchasing behavior, while environmental attitude significantly mediates the relationship between ecolabels and green purchasing behavior. These findings offer practical implications for designing effective green marketing strategies to promote sustainable consumption in Indonesia.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | ecolabel, environmental attitude, environmental awareness, green advertising, green purchasing behavior, pangan organik, organic food |
| Subjects: | H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Viony Dwi Putri Febrianty |
| Date Deposited: | 28 Jul 2025 02:47 |
| Last Modified: | 28 Jul 2025 02:47 |
| URI: | http://repository.its.ac.id/id/eprint/121918 |
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