Analisis Pengaruh Green Marketing terhadap Produk Thrift

Valentina, Nia (2026) Analisis Pengaruh Green Marketing terhadap Produk Thrift. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi Green Purchase Intention pada produk thrift dengan menempatkan Environmental Concern, Green Innovation, dan Green Product Knowledge sebagai variabel utama, serta gender sebagai variabel pemoderasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap responden yang memiliki pengalaman atau pengetahuan mengenai produk thrift. Data dianalisis menggunakan pendekatan structural equation modeling untuk menguji hubungan antarvariabel dan peran moderasi gender. Hasil penelitian menunjukkan bahwa Environmental Concern dan Green Innovation berpengaruh positif terhadap Green Product Knowledge. Selanjutnya, Green Product Knowledge terbukti berpengaruh signifikan terhadap Green Purchase Intention, yang menegaskan peran pengetahuan sebagai faktor kognitif utama dalam mendorong niat pembelian ramah lingkungan. Hasil pengujian moderasi menunjukkan bahwa gender memoderasi pengaruh Environmental Concern terhadap Green Product Knowledge, dengan pengaruh yang lebih dominan pada responden laki-laki. Namun demikian, gender tidak terbukti memoderasi secara signifikan pengaruh Green Innovation terhadap Green Product Knowledge, maupun pengaruh Green Product Knowledge terhadap Green Purchase Intention. Temuan ini mengindikasikan bahwa pengetahuan dan inovasi ramah lingkungan dipersepsikan secara relatif seragam oleh konsumen, terlepas dari perbedaan gender. Secara keseluruhan, penelitian ini menegaskan relevansi Theory of Planned Behavior dalam menjelaskan perilaku konsumen berkelanjutan, serta menunjukkan bahwa faktor kognitif memiliki peran yang lebih dominan dibandingkan faktor demografis gender dalam membentuk niat pembelian produk thrift.
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This study aims to analyze the factors influencing Green Purchase Intention toward environmentally friendly thrift products by examining Environmental Concern, Green Innovation, and Green Product Knowledge as the main variables, with gender acting as a moderating variable. A quantitative approach was employed using a survey method involving respondents who have experience with or knowledge of thrift products. The data were analyzed using structural equation modeling to examine the relationships among variables and to test the moderating role of gender. The results indicate that Environmental Concern and Green Innovation have a positive effect on Green Product Knowledge. Furthermore, Green Product Knowledge is found to significantly influence Green Purchase Intention, confirming the role of knowledge as a key cognitive factor in encouraging environmentally friendly purchase intentions. The moderation analysis shows that gender moderates the effect of Environmental Concern on Green Product Knowledge, with a stronger influence observed among male respondents. However, gender does not significantly moderate the effect of Green Innovation on Green Product Knowledge, nor the effect of Green Product Knowledge on Green Purchase Intention. These findings suggest that knowledge and green innovation are perceived relatively similarly by consumers regardless of gender differences. This study supports the relevance of the Theory of Planned Behavior in explaining sustainable consumer behavior and demonstrates that cognitive factors play a more dominant role than demographic factors, particularly gender, in shaping purchase intentions toward environmentally friendly thrift products.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Environmental Concern, Green Innovation, Green Product Knowledge, Green Purchase Intention, Produk Thrift, Theory of Planned Behavior
Subjects:	H Social Sciences > HA Statistics > HA29 Theory and method of social science statistics
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > (S2) Master Thesis
Depositing User:	Nia Valentina
Date Deposited:	28 Jan 2026 05:54
Last Modified:	28 Jan 2026 05:58
URI:	http://repository.its.ac.id/id/eprint/130759

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