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Abstract

Penelitian ini bertujuan menganalisis pengaruh green product terhadap green buying intention, dengan environmental attitude sebagai variabel moderator pada konsumen produk perawatan pribadi ramah lingkungan merek Wardah. Meningkatnya perhatian masyarakat terhadap isu lingkungan mendorong perlunya pemahaman baru mengenai faktor yang mempengaruhi green buying intention. Penelitian menggunakan pendekatan kuantitatif dengan 156 responden yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner berskala Likert 1–5. Hasil pemodelan menunjukkan bahwa model memiliki kemampuan prediktif yang kuat dengan nilai R² = 0,711. Temuan studi mengindikasikan bahwa green product memberikan pengaruh positif pada green buying intention. Environmental attitude juga menunjukkan pengaruh positif terhadap green buying intention. Namun, environmental attitude tidak terbukti memoderasi hubungan antara green product dan green buying intention. Kebaruan penelitian terletak pada pengujian hubungan green product dan green buying intention dalam konteks produk perawatan pribadi merek Wardah, yang masih jarang dikaji, serta ditemukannya ketiadaan efek moderasi, berbeda dari sebagian besar penelitian sebelumnya. Hasil penelitian memberikan wawasan bahwa atribut green product tetap mampu mendorong green buying intention tanpa bergantung pada tingkat environmental attitude. Temuan ini menjadi rujukan bagi pemasar dalam mengembangkan strategi green marketing yang lebih efektif dan berkelanjutan.

Keywords

Environmental attitude Green buying intention Green product

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Maharani, A. D., & Fikri, M. A. (2025). Green Product dan Green Buying Intention: Peran Moderasi Environmental Attitude. Paradoks : Jurnal Ilmu Ekonomi, 9(1), 152–182. https://doi.org/10.57178/paradoks.v9i1.1980
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