Pengaruh Kesadaran Lingkungan Dan Sosial Media Terhadap Niat Pembelian Produk Dengan Green Packaging Pada Generasi Z Dengan Pendekatan Theory Of Planned Behavior

Ufairah, Rosyadah Nur (2025) Pengaruh Kesadaran Lingkungan Dan Sosial Media Terhadap Niat Pembelian Produk Dengan Green Packaging Pada Generasi Z Dengan Pendekatan Theory Of Planned Behavior. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Meningkatnya kesadaran terhadap isu lingkungan telah mendorong pergeseran preferensi konsumen, khususnya Generasi Z, terhadap produk yang mendukung keberlanjutan, termasuk green packaging. Penelitian ini bertujuan untuk menganalisis variabel yang memengaruhi purchase intention produk dengan green packaging pada Generasi Z di Indonesia dengan menggunakan kerangka theory of planned behavior (TPB), yang mencakup variabel attitude, subjective norm, dan perceived behavioral control, serta variabel eksternal environmental awareness dan social media usage. Analisis data menggunakan pendekatan PLS-SEM dengan total 140 responden. Hasil penelitian menunjukkan bahwa social media usage dan environmental awareness berpengaruh positif terhadap ketiga variabel utama TPB. Sementara, green purchase intention hanya dipengaruhi oleh social media usage dan subjective norm, sementara tidak dipengaruhi oleh environmental awareness, attitude, dan perceived behavioral control. Uji mediasi juga menunjukkan bahwa subjective norm menjadi mediator antara environmental awareness dan green purchase intention. Temuan ini memberikan implikasi bahwa strategi pemasaran yang menekankan aspek sosial dan keterlibatan di media sosial dapat menjadi pendekatan yang efektif untuk meningkatkan niat beli produk ramah lingkungan di kalangan generasi Z.
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The increasing awareness of environmental issues has driven a shift in consumer preferences, particularly among Generation Z, toward products that support sustainability, including green packaging. This study aims to analyze the variables that influence purchase intention for products with green packaging among Generation Z in Indonesia using the Theory of Planned Behavior (TPB) framework, which includes the variables attitude, subjective norm, and perceived behavioral control, as well as external variables such as environmental awareness and social media usage. Data analysis was conducted using the PLS-SEM approach with a total of 140 respondents. The results of the study indicate that social media usage and environmental awareness positively influence the three core variables of the TPB. However, green purchase intention is only influenced by social media usage and subjective norm, and not by environmental awareness, attitude, or perceived behavioral control. Mediation analysis also reveals that subjective norm mediates the relationship between environmental awareness and green purchase Intention. These findings imply that marketing strategies emphasizing social influence and engagement on social media can be an effective approach to increasing the purchase intention of environmentally friendly products among generation Z.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Environmental Awareness, Generasi Z, Green Packaging, Green Purchase Intention, Media Sosial Usage, PLS-SEM, Theory of Planned Behavior
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Rosyadah Nur Ufairah
Date Deposited:	30 Jul 2025 01:59
Last Modified:	30 Jul 2025 01:59
URI:	http://repository.its.ac.id/id/eprint/122595

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