Pengaruh Sikap Lingkungan Terhadap Perilaku Pro Lingkungan yang Dimediasi oleh Kepedulian Lingkungan dan Kemauan Membayar Lebih

Rini Kuswati; Ima Riris Mulati

doi:10.23960/jbm.v18i3.710

Rini Kuswati Universitas Muhammadiyah Surakarta
Ima Riris Mulati Universitas Muhammadiyah Surakarta

DOI: https://doi.org/10.23960/jbm.v18i3.710

Keywords: Kepedulian Lingkungan, Kemauan Membayar Lebih, Perilaku Pro Lingkungan, Sikap Lingkungan

Abstract

This study examines The Theory of Planned Behavior. Specifically, this study aims to analyze the influence of attitudes on pro-environmental behavior. Besides that, it aims to analyze the role of pro-environmental and willingness to pay as mediating variables. The sample size in this study was 200 respondents through an online survey. The sampling technique of this study used a non-probability sampling method with purposive sampling. Analysis of the validity and reliability test using SmartPLS on the outer model. Hypothesis testing using the inner model on SmartPLS. The results of the data analysis indicate that this research instrument has good validity and reliability. Environmental attitudes directly affect Pro-environmental, willingness to pay more, and pro-environmental behavior. Pro-environmental and willingness to pay had an impact on pro-environmental behavior. Environmental concerns and willingness to pay are proven to mediate the influence of environmental attitudes on pro-environmental behavior.

Keywords: Environmental Concern, Willingness to Pay, Pro-Environmental Behavior, Environmental Attitude

Abstrak

Penelitian ini mengkaji Teory of Planned Behavior, secara khusus penelitian ini bertujuan untuk menganalisis pengaruh sikap lingkungan terhadap perilaku pro lingkungan, selain itu bertujuan untuk menganalisis peran kepedulian lingkungan dan kemauan membayar lebih sebagai variabel mediasi. Responden dalam penelitian ini sebanyak 200 orang melalui survei online. Teknik pengambilan sampel penelitian mengunakan metode non probability sampling dengan metode purposive sampling. Analisis uji validitas dan reliabilitas menggunakan SmartPLS pada outer model. Pengujian Hipotesis mengunakan output inner model pada SmartPLS. Hasil analisis data menunjukan bahwa sikap lingkungan berpengaruh langsung terhadap kepedulian lingkungan, kemauan membayar lebih, dan perilaku pro lingkungan. Kepedulian lingkungan dan kemauan membayar lebih berpengaruh langsung terhadap perilaku pro lingkungan. Kepedulian lingkungan dan kemauan membayar lebih mahal terbukti menjadi mediasi pengaruh sikap lingkungan pada perilaku pro lingkungan.

Kata kunci: Kepedulian Lingkungan, Kemauan Membayar Lebih, Perilaku Pro Lingkungan, Sikap Lingkungan.

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