PENGARUH ECO INNOVATION DAN ENVIRONMENTAL FRIENDLINESS TERHADAP GREEN ATTITUDE, GREEN PURCHASE INTENTION DAN MODERASI WILLINGNESS TO PAY PADA FORE COFFEE

NUR'ANISA AMANDA, . (2025) PENGARUH ECO INNOVATION DAN ENVIRONMENTAL FRIENDLINESS TERHADAP GREEN ATTITUDE, GREEN PURCHASE INTENTION DAN MODERASI WILLINGNESS TO PAY PADA FORE COFFEE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh *eco innovation* dan *environmental friendliness* terhadap *green attitude* dan *green purchase intention*, serta peran *willingness to pay* sebagai variabel moderasi antara *green attitude* terhadap *green purchase intention* pada *Fore Coffee*. Penelitian ini didasari oleh meningkatnya kepedulian masyarakat terhadap keberlanjutan lingkungan dan tren konsumsi produk ramah lingkungan, khususnya di industri *coffee shop* yang memiliki tantangan signifikan dalam mengurangi dampak lingkungan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode *Partial Least Square Structural Equation Modeling* (PLS-SEM) SmartPLS 4. Data dikumpulkan melalui penyebaran kuesioner kepada 380 responden di wilayah Jabodetabek yang merupakan konsumen aktif *Fore Coffee*. Hasil penelitian menunjukkan bahwa *eco innovation* dan *environmental friendliness* berpengaruh positif dan signifikan terhadap *green attitude* dan *green purchase intention*. Selain itu, *green attitude* juga berpengaruh positif dan signifikan terhadap **green purchase intention*. Namun, hasil uji moderasi menunjukkan bahwa *willingness to pay* tidak memiliki efek memoderasi hubungan antara *green attitude* dan *green purchase intention*. Hasil penelitian ini mengindikasikan bahwa meskipun konsumen memiliki sikap positif terhadap produk ramah lingkungan, hal tersebut tidak diikuti dengan kesediaan membayar lebih, sehingga perlu adanya edukasi dan strategi komunikasi yang lebih kuat untuk meningkatkan persepsi nilai dan urgensi konsumsi berkelanjutan. Penelitian ini memberikan implikasi teoritis dalam pengembangan studi perilaku konsumen hijau serta implikasi praktis bagi *Fore Coffee* dalam menyusun strategi pemasaran hijau yang efektif. ********* This study aims to analyze the influence of environmental innovation and eco-friendliness on eco-friendliness attitudes and eco-friendliness purchase intentions, as well as the role of willingness to pay as a moderating variable between eco-friendliness attitudes and eco-friendliness purchase intentions at Fore Coffee. This study is based on the increasing public awareness of environmental desires and the trend of consuming eco-friendly products, especially in the coffee shop industry which has significant challenges in reducing environmental impacts. This study uses a quantitative approach with the Partial Least Square Structural Equation Modeling (PLS-SEM) SmartPLS 4 method. Data were collected through distributing questionnaires to 380 respondents in the Greater Jakarta area who are active consumers of Fore Coffee. The results show that environmental innovation and eco-friendliness have a positive and significant effect on eco-friendliness attitudes and eco-friendliness purchase intentions. In addition, eco-friendliness attitudes also have a positive and significant effect on eco-friendliness purchase intentions. However, the results of the moderation test show that willingness to pay does not have a moderating effect between green attitudes and eco-friendliness purchase intentions. The results of the study indicate that although consumers have positive attitudes toward environmentally friendly products, this is not accompanied by a willingness to pay more, necessitating stronger education and communication strategies to increase the perceived value and urgency of sustainable consumption. This research provides theoretical implications for developing green consumer behavior studies and practical implications for Fore Coffee in developing.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, SE.,M.Si.,Ph.D. ; 2). Annisa Lutfia, S.Pd.,M.Pd.
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Nur'Anisa Amanda .
Date Deposited:	12 Aug 2025 02:35
Last Modified:	12 Aug 2025 02:35
URI:	http://repository.unj.ac.id/id/eprint/59564

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