PENGARUH GREEN PACKAGING, ENVIRONMENTAL CONCERN, GREEN TRUST, GREEN PURCHASE INTENTION DAN PRICE SENSITIVITY TERHADAP GREEN PURCHASE BEHAVIOR PADA KONSUMEN MINUMAN KEMASAN DI JAKARTA

IKEN KRISMA AYU, . (2026) PENGARUH GREEN PACKAGING, ENVIRONMENTAL CONCERN, GREEN TRUST, GREEN PURCHASE INTENTION DAN PRICE SENSITIVITY TERHADAP GREEN PURCHASE BEHAVIOR PADA KONSUMEN MINUMAN KEMASAN DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Meningkatnya limbah plastik dari industri minuman kemasan menunjukkan pentingnya penerapan strategi green marketing, namun kesadaran lingkungan belum selalu diikuti perilaku pembelian hijau. Kondisi tersebut menunjukkan adanya intention-behavior gap antara niat dan perilaku aktual konsumen. Penelitian ini bertujuan menguji pengaruh Green Packaging, Environmental Concern, dan Green Trust terhadap Green Purchase Intention, pengaruh Green Purchase Intention terhadap Green Purchase Behavior, peran mediasi Green Purchase Intention, serta moderasi Price Sensitivity. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 316 konsumen minuman kemasan di Daerah Khusus Jakarta. Data dianalisis menggunakan Structural Equation Modeling (SEM) berbasis AMOS versi 29 dengan landasan Stimulus-Organism-Response Theory. Hasil menunjukkan seluruh delapan hipotesis diterima. Ketiga variabel anteseden berpengaruh positif dan signifikan terhadap Green Purchase Intention, yang selanjutnya berpengaruh positif dan signifikan terhadap Green Purchase Behavior. Green Purchase Intention terbukti memediasi ketiga hubungan tersebut, sedangkan Price Sensitivity memoderasi secara positif hubungan antara Green Purchase Intention dan Green Purchase Behavior. Kata kunci: Environmental concern, Green packaging, Green purchase behavior, Green purchase intention, Green trust, Price sensitivity ***** The increasing amount of plastic waste generated by the packaged beverage industry highlights the importance of implementing green marketing strategies; however, environmental awareness does not always translate into green purchasing behavior. This condition indicates an intention-behavior gap between consumers’ intentions and actual behavior. This study aims to examine the effects of Green Packaging, Environmental Concern, and Green Trust on Green Purchase Intention; the effect of Green Purchase Intention on Green Purchase Behavior; the mediating role of Green Purchase Intention; and the moderating role of Price Sensitivity. This quantitative study employed purposive sampling involving 316 packaged beverage consumers in the Special Capital Region of Jakarta. The data were analyzed using Structural Equation Modeling (SEM) with AMOS version 29, based on Stimulus-Organism-Response Theory. The results indicate that all eight hypotheses were accepted. Green Packaging, Environmental Concern, and Green Trust had positive and significant effects on Green Purchase Intention, which subsequently had a positive and significant effect on Green Purchase Behavior. Green Purchase Intention was found to mediate the relationships between the three antecedent variables and Green Purchase Behavior, while Price Sensitivity positively moderated the relationship between Green Purchase Intention and Green Purchase Behavior. Keywords: Environmental concern, Green packaging, Green purchase behavior, Green purchase intention, Green trust, Price sensitivity.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, S.E., M.Si. ; 2). Dewi Agustin Pratama Sari, S.E., M.S.M.
Subjects:	Manajemen > Manajemen , Business
Divisions:	FE > S1 Manajemen
Depositing User:	Iken Krisma Ayu .
Date Deposited:	13 Aug 2026 03:50
Last Modified:	13 Aug 2026 03:50
URI:	http://repository.unj.ac.id/id/eprint/70406

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