PENGARUH STRATEGI GREEN MARKETING TERHADAP SIKAP KONSUMEN DAN NIAT PEMBELIAN TERHADAP PRODUK FASHION BERKELANJUTAN
Abstract
Meningkatnya kepedulian masyarakat terhadap isu lingkungan mendorong perusahaan di industri fashion untuk mengembangkan praktik pemasaran yang lebih berkelanjutan, salah satunya melalui penerapan strategi green marketing. Penelitian ini bertujuan untuk menganalisis pengaruh strategi green marketing terhadap sikap konsumen dan niat pembelian terhadap produk fashion berkelanjutan. Penelitian menggunakan pendekatan kuantitatif dengan metode survei kepada konsumen yang pernah membeli atau memiliki minat terhadap produk fashion ramah lingkungan. Variabel independen yang diteliti meliputi green product, green price, green place, dan green promotion, sedangkan variabel dependen terdiri atas sikap konsumen dan niat beli. Analisis data dilakukan dengan metode Structural Equation Modeling (SEM) menggunakan bantuan perangkat lunak SmartPLS untuk menguji hubungan antarvariabel. Hasil penelitian menunjukkan bahwa strategi green marketing memberikan pengaruh positif terhadap sikap konsumen dan niat beli terhadap produk fashion berkelanjutan, sehingga temuan ini sejalan dengan Theory of Planned Behavior yang menempatkan sikap sebagai faktor penting dalam membentuk niat perilaku konsumenDownloads
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References
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Ghazali, I., Abdul-Rashid, S., Md Dawal, S., Huda, N., Shariff, A., Herawan, S., . . . Sakundarini, N. (2021). Guidelines for Designing Green Products Considering Customers’ Cultural Preferences. Sustainability, 13(2), 673. doi:https://doi.org/10.3390/su13020673
Gil, M. T., & Jacob, J. (2018). The relationship between green perceived quality and green purchase intention: A three-path mediation approach using green satisfaction and green trust. International Journal of Business Innovation and Research, 15(3), 301-319. doi:https://doi.org/10.1504/IJBIR.2018.089750
Gosal, M., Lesmana, K., Wiander, B., Molina, N. T., Novicha, Djiemesha, & Syam, A. (2025). Peran strategi pemasaran viral dalam memprediksi niat pembelian produk fashion ramah lingkungan pada pelanggan Gen-Z. Jurnal Online Manajemen ELPEI (JOMEL), 5(1), 1212.
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Hamzah, M. I., & Tanwir, N. S. (2021). Do pro-environmental factors lead to purchase intention of hybrid vehicles? The moderating effects of environmental knowledge. Journal of Cleaner Production, 279, 123643. doi:https://doi.org/10.1016/j.jclepro.2020.123643
Hariani, D. (2025). Green Marketing Strategy as an Effort of MSMEs to Enter the International Market:(Study on MSMEs in Laweyan Batik Village, Surakarta, Central Java). Ilmu Ekonomi Manajemen dan Akuntansi, 6(1), 113-130. doi:https://doi.org/10.37012/ileka.v6i1.2629
Hidayat, A. M. (2021). Pengaruh Green Brand Image, Green Trust dan Green Satisfaction Terhadap Loyalitas Konsumen (Studi Kasus pada Konsumen Stuja Coffee Jakarta). Jurnal Ilmiah Mahasiswa FEB, 9(2).
Hutagalung, F. V. (2025). Strategi Pemasaran Green Marketing dalam Menarik Konsumen yang Peduli Lingkungan. Jurnal Administrasi Bisnis Modern, 1(2), 283-297. doi:https://doi.org/10.51622/jabm.v1i2.2901
Ichsan, M. (2025). Keselarasan Strategis antara Green Marketing dan Tanggung Jawab Lingkungan dalam Mewujudkan Perdagangan Berkelanjutan. Jurnal Ekonomi Manajemen Dan Bisnis (JEMB), 4(1), 326–334. doi:https://doi.org/10.47233/jemb.v4i1.3095
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Klabi, F. (2025). Factors affecting green product purchase intention in an emerging country: An empirical investigation. Social Sciences & Humanities Open, 11, 101570. doi:https://doi.org/10.1016/j.ssaho.2025.101570
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). United States: Pearson.
Kwakye, S., Ertugan, A., & Tashtoush, L. (2024). Navigating Purchase Intentions: The Influence of Reviewers’ Comments Moderated by Risk and Trust. Behavioral Sciences, 14(7), 552. doi:https://doi.org/10.3390/bs14070552
Lestari, S., Lisnawati, L., & Usfari, M. (2025). Evaluasi Strategi Green Marketing Terhadap Volume Penjualan Produk Pada Platform E-Commerce. JOURNAL OF INFORMATICS AND COMPUTER SCIENCE, 11(2), 6-15. doi:https://doi.org/10.33143/jics.v11i2.5590
Lin, B., & Shen, B. (2023). Study of consumers’ purchase intentions on community E-commerce platform with the SOR model: a case study of China’s “Xiaohongshu” app. Behavioral Sciences, 13(2), 103. doi:https://doi.org/10.3390/bs13020103
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2026-04-09
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