PENGARUH KEPEDULIAN LINGKUNGAN TERHADAP NIAT PEMBELIAN PRODUK RAMAH LINGKUNGAN PADA MAHASISWA: PERAN MODERASI GENDER

RAFFI HAYFA KHALFANI, . (2026) PENGARUH KEPEDULIAN LINGKUNGAN TERHADAP NIAT PEMBELIAN PRODUK RAMAH LINGKUNGAN PADA MAHASISWA: PERAN MODERASI GENDER. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan menguji pengaruh kepedulian lingkungan terhadap niat pembelian produk ramah lingkungan pada mahasiswa di Indonesia serta menganalisis peran gender sebagai moderator. Kajian ini berfokus pada mahasiswa karena kelompok ini memiliki peran sebagai konsumen muda yang dapat mendukung perilaku konsumsi berkelanjutan. Penelitian ini menggunakan pendekatan kuantitatif dengan desain korelasional non-eksperimen. Partisipan penelitian terdiri dari 293 mahasiswa aktif berusia 17 sampai 28 tahun, yaitu 153 laki-laki dan 140 perempuan. Data dikumpulkan melalui kuesioner daring menggunakan skala kepedulian lingkungan dan skala niat pembelian produk ramah lingkungan. Analisis data dilakukan dengan analisis moderasi sederhana melalui Hayes PROCESS Model 1. Hasil penelitian menunjukkan bahwa kepedulian lingkungan berpengaruh positif dan signifikan terhadap niat pembelian produk ramah lingkungan. Semakin tinggi kepedulian lingkungan mahasiswa, semakin tinggi niat membeli produk ramah lingkungan. Gender tidak memoderasi hubungan tersebut, sehingga pengaruh kepedulian lingkungan relatif sama pada mahasiswa laki-laki dan perempuan. ***** This study aimed to examine the effect of environmental concern on green product purchase intention among university students in Indonesia and to analyze gender as a moderator. This study focused on university students because they are young consumers who can support sustainable consumption behavior through their purchasing choices. This study used a quantitative approach with a non-experimental correlational design. The participants were 293 active university students aged 17 to 28 years, consisting of 153 men and 140 women. Data were collected through an online questionnaire using an environmental concern scale and a green product purchase intention scale. The data were analyzed using simple moderation analysis with Hayes PROCESS Model 1. The results showed that environmental concern had a positive and significant effect on green product purchase intention. Students with higher environmental concern showed stronger intentions to buy green products. Gender did not moderate this relationship, indicating that the effect of environmental concern was relatively similar among male and female students.

Item Type:	Thesis (Sarjana)
Additional Information:	1) Herdiyan Maulana, Ph.D. ; 2) Khairina Widya Primandari, M.Psi., Psikolog
Subjects:	Filsafat, Psikologi & Agama > Psikologi, Ilmu Jiwa
Divisions:	FPPsi > S1 Psikologi
Depositing User:	Raffi Hayfa Khalfani .
Date Deposited:	18 Aug 2026 04:14
Last Modified:	18 Aug 2026 04:14
URI:	http://repository.unj.ac.id/id/eprint/71300

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