Dampak peluang dan kemampuan untuk mengubah sikap terhadap lingkungan menjadi perilaku konsumen yang Pro-Lingkungan

Main Article Content

Yuni Mariani Manik
Wahjoedi Wahjoedi
Hari Wahyono
Hadi Sumarsono

Abstract

Even though there is customer concern and positive attitudes towards sustainability and environmentally friendly products, the market share of these products is still limited to 1–3 percent of the total market. The phenomenon in which consumers' positive attitudes toward the environment are incongruent with their purchasing behavior of environmentally friendly products is known as “eco-friendly attitude-behavior gap.” This research aims to explain the reasons behind the persistence of this gap and to determine whether moderator variables, such as ability and opportunity, can reduce the gap. The survey was conducted on 355 students as consumers in Bandar Lampung City using a framework adopted from different literature. The research results show that affordability plays an important role in encouraging consumers to make more environmentally friendly purchases, especially when accompanied by knowledge of eco labels. However, opportunity is not a moderating influencing factor. This article reaches its conclusion by presenting strategies that can be implemented by practicing managers who wish to expand the market for environmentally friendly products. Two moderating variables, namely ability and opportunity, were generated from the Motivation-Ability-Opportunity (MAO) model to understand the relationship between attitudes towards the environment and consumer behavior that supports the environment, especially in the context of developing countries such as Indonesia.

Downloads

Download data is not yet available.

Article Details

How to Cite
Manik, Y. M., Wahjoedi, W., Wahyono, H., & Sumarsono, H. (2024). Dampak peluang dan kemampuan untuk mengubah sikap terhadap lingkungan menjadi perilaku konsumen yang Pro-Lingkungan. urnal konomi odernisasi, 19(3), 173–190. https://doi.org/10.21067/jem.v19i3.10185
Section
Articles

References

Ajzen, I. (1991). The Theory of Planned Behavior Organizational Behavior and Human Decision Processes. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

Aminrad, Z., Sayed Zakariya, S. Z. B., Samad Hadi, A., & Sakari, M. (2013). Relationship between awareness, knowledge and attitudes towards environmental education among secondary school students in Malaysia. World Applied Sciences Journal, 22(9). https://doi.org/10.5829/idosi.wasj.2013.22.09.275

Anvar, M., & Venter, M. (2014). Attitudes and purchase behaviour of green products among Generation Y consumers in South Africa. Mediterranean Journal of Social Sciences, 5(21). https://doi.org/10.5901/mjss.2014.v5n21p183

Atkinson, L., & Rosenthal, S. (2014). Signaling the green sell: The influence of eco-label source, argument specificity, and product involvement on consumer trust. Journal of Advertising, 43(1). https://doi.org/10.1080/00913367.2013.834803

Azila, N., Noor, M., Muhammad, A., Kassim, A., Zuriana, C., Jamil, M., Mat, N., Mat, N., & Salleh, H. S. (2012). Creating green consumers: how environmental knowledge and environmental attitude lead to green purchase behaviour? International Journal of Arts & Sciences, 51.

Creating green consumers: How environmental knowledge and environmental attitude lead to green purchase behaviour?

Azjen, I. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs.

Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16, 74–94.

Bamberg, S. (2003). How does environmental concern influence specific environmentally related behaviors? A new answer to an old question. Journal of Environmental Psychology, 23(1). https://doi.org/10.1016/S0272-4944(02)00078-6

Barber, N., Taylor, C., & Strick, S. (2009). Wine consumers’ environmental knowledge and attitudes: Influence on willingness to purchase. International Journal of Wine Research, 1(1), 59–72. https://doi.org/10.2147/IJWR.S4649

Bradley, J. C., Waliczek, T. M., & Zajicek, J. M. (1999). Relationship between environmental knowledge and environmental attitude of high school students. Journal of Environmental Education, 30(3). https://doi.org/10.1080/00958969909601873

Carrión Bósquez, N. G., & Arias-Bolzmann, L. G. (2022). Factors influencing green purchasing inconsistency of Ecuadorian millennials. British Food Journal, 124(8). https://doi.org/10.1108/BFJ-05-2021-0558

Chan, R., & Chan, R. Y. K. (2001). Determinants of Chinese Consumers ’ Green Purchase Determinants of Chinese Consumers ’ Green Purchase Behavior. 18(August), 389–413.

Chanda, R. C., Isa, S. M., & Ahmed, T. (2023). Factors influencing customers’ green purchasing intention: evidence from developing country. Journal of Science and Technology Policy Management. https://doi.org/10.1108/JSTPM-03-2022-0044

Cheah, W. K. A., & Aigbogun, O. (2022). Exploring attitude-behaviour inconsistencies in organic food consumption during the COVID-19 pandemic in the Klang Valley, Malaysia. Cleaner and Responsible Consumption, 7. https://doi.org/10.1016/j.clrc.2022.100077

Concari, A., Kok, G., & Martens, P. (2020). A systematic literature review of concepts and factors related to pro-environmental consumer behaviour in relation to waste management through an interdisciplinary approach. Sustainability, 12(11), 4452.

D’souza, C., Taghian, M., & Lamb, P. (2006). An empirical study on the influence of environmental labels on consumers. Corporate Communications: An International Journal, 11(2), 162–173.

De Canio, F. (2023). Consumer willingness to pay more for pro-environmental packages: The moderating role of familiarity. Journal of Environmental Management, 339. https://doi.org/10.1016/j.jenvman.2023.117828

do Amaral Moretti, S. L., da Silva Gabriel, M. L. D., Pereira do Prado, R. A. D., & Alcântara Fagundes, A. F. (2021). Consumer behavior during the COVID-19 pandemic: Latent class analysis on coping attitudes and buying habits. Estudios Gerenciales, 37(159). https://doi.org/10.18046/j.estger.2021.159.4433

Drafnardóttir, K. M. (2021). Eco-labels and their effect on consumers. An experimental study on purchase intention, brand trust, and consumer perception.

Duerden, M. D., & Witt, P. A. (2010). The impact of direct and indirect experiences on the development of environmental knowledge, attitudes, and behavior. Journal of Environmental Psychology, 30(4). https://doi.org/10.1016/j.jenvp.2010.03.007

ElHaffar, G., Durif, F., & Dubé, L. (2020). Towards closing the attitude-intention-behavior gap in green consumption: A narrative review of the literature and an overview of future research directions. In Journal of Cleaner Production (Vol. 275). https://doi.org/10.1016/j.jclepro.2020.122556

Emekci, S. (2019). Green consumption behaviours of consumers within the scope of TPB. Journal of Consumer Marketing, 36(3). https://doi.org/10.1108/JCM-05-2018-2694

Ertz, M., Karakas, F., & Sarigöllü, E. (2016). Exploring pro-environmental behaviors of consumers: An analysis of contextual factors, attitude, and behaviors. Journal of Business Research, 69(10). https://doi.org/10.1016/j.jbusres.2016.06.010

Fan, T., Song, Y., Cao, H., & Xia, H. (2019). Optimal eco-labeling strategy with imperfectly informed consumers. Industrial Management and Data Systems, 119(6). https://doi.org/10.1108/IMDS-06-2018-0256

Fishbein, M., & Ajzen, I. (1975). Chapter 1. Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. In Reading, MA: Addison-Wesley.

Gorton, M., Tocco, B., Yeh, C. H., & Hartmann, M. (2021). What determines consumers’ use of eco-labels? Taking a close look at label trust. Ecological Economics, 189. https://doi.org/10.1016/j.ecolecon.2021.107173

Habybillah, M., Wahyono, H., & Haryono, A. (2016). Pengaruh Pendidikan Ekonomi di Lingkungan Keluarga, Status Sosial Ekonomi Orang Tua dan Financial Literacy Diintermediasi Melalui Gaya Hidup Terhadap Sikap Hidup Hemat Siswa MA Negeri II Kota Batu Malang. National Conference on Economic Education.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis: Pearson new international edition. In Essex: Pearson Education Limited, handbook.

Han, T. I. (2019). Objective knowledge, subjective knowledge, and prior experience of organic cotton apparel. Fashion and Textiles, 6(1). https://doi.org/10.1186/s40691-018-0168-7

Hwang, J. A., Park, Y., & Kim, Y. (2016). Why do consumers respond to eco-labels? The case of Korea. SpringerPlus, 5(1). https://doi.org/10.1186/s40064-016-3550-1

Joshi, Y., & Rahman, Z. (2015). Factors Affecting Green Purchase Behaviour and Future Research Directions. International Strategic Management Review, 3(1–2). https://doi.org/10.1016/j.ism.2015.04.001

Kapelianis, D., & Strachan, S. (1996). The price premium of an environmentally friendly product. South African Journal of Business Management, 27(4). https://doi.org/10.4102/sajbm.v27i4.813

Khan, M. S., Saengon, P., Alganad, A. M. N., Chongcharoen, D., & Farrukh, M. (2020). Consumer green behaviour: An approach towards environmental sustainability. Sustainable Development, 28(5), 1168–1180.

Kinnear, T. C., Taylor, J. R., & Ahmed, S. A. (2010). Concerned Ecologically Consumers : Who Are They ? Public Opinion, 38(2), 20–24.

Kline, R. B. (2023). Principles and practice of structural equation modeling. Guilford publications.

Kumar, P., & Polonsky, M. J. (2017). An analysis of the green consumer domain within sustainability research: 1975 to 2014. Australasian Marketing Journal, 25(2). https://doi.org/10.1016/j.ausmj.2017.04.009

Lee, Y., Kim, S., Kim, M., & Choi, J. (2014). Antecedents and interrelationships of three types of pro-environmental behavior. Journal of Business Research, 67(10), 2097–2105.

Liu, M. T., Liu, Y., & Mo, Z. (2020). Moral norm is the key: An extension of the theory of planned behaviour (TPB) on Chinese consumers’ green purchase intention. Asia Pacific Journal of Marketing and Logistics, 32(8). https://doi.org/10.1108/APJML-05-2019-0285

Magnusson, M. K., Arvola, A., Hursti, U. K. K., Åberg, L., & Sjödén, P. O. (2003). Choice of organic foods is related to perceived consequences for human health and to environmentally friendly behaviour. Appetite, 40(2). https://doi.org/10.1016/S0195-6663(03)00002-3

Maichum, K., Parichatnon, S., & Peng, K. C. (2016). Application of the extended theory of planned behavior model to investigate purchase intention of green products among Thai consumers. Sustainability (Switzerland), 8(10). https://doi.org/10.3390/su8101077

Moser, A. K. (2016). Consumers’ purchasing decisions regarding environmentally friendly products: An empirical analysis of German consumers. Journal of Retailing and Consumer Services, 31. https://doi.org/10.1016/j.jretconser.2016.05.006

Moslehpour, M., Chau, K. Y., Du, L., Qiu, R., Lin, C. Y., & Batbayar, B. (2023). Predictors of green purchase intention toward eco-innovation and green products: Evidence from Taiwan. Economic Research-Ekonomska Istrazivanja , 36(2). https://doi.org/10.1080/1331677X.2022.2121934

Mostafa, M. M. (2007). Gender differences in Egyptian consumers’ green purchase behaviour: The effects of environmental knowledge, concern and attitude. International Journal of Consumer Studies, 31(3). https://doi.org/10.1111/j.1470-6431.2006.00523.x

Nunnally, J. C., & Bernstein, I. (2007). IH (1994). Psychometric theory. New York [Ua].

Nurmasari, R., Wahyono, H., & Haryono, A. (2016). Peran Pendidikan Ekonomi Informal Yang Berkepedulian Dalam Membentuk Orientasi Masa Depan Siswa. National Conference On Economic Education.

ölander, F., & ThØgersen, J. (1995). Understanding of consumer behaviour as a prerequisite for environmental protection. Journal of Consumer Policy, 18(4). https://doi.org/10.1007/BF01024160

Panwala, T., Rajdev, S., Mulla, S., Pérez Rodríguez, N. M., Galloway, R. L., Blau, D. M., Traxler, R., Bhatnagar, J., Zaki, S. R., Rivera, A., Torres, J. V., Noyd, D., Santiago-Albizu, X. E., García, B. R., Tomashek, K. M., Bower, W. A., Sharp, T. M., Technologique, E., Mwachui, M. A., … Levett, P. N. (2017). PLoS Neglected Tropical Diseases, 9(5), 1–14.

Phipps, M., Ozanne, L. K., Luchs, M. G., Subrahmanyan, S., Kapitan, S., Catlin, J. R., Gau, R., Naylor, R. W., Rose, R. L., Simpson, B., & Weaver, T. (2013). Understanding the inherent complexity of sustainable consumption: A social cognitive framework. Journal of Business Research, 66(8). https://doi.org/10.1016/j.jbusres.2012.08.016

Rachmawati, R. A., Wahjoedi, W., & Widjaja, S. U. M. (2017). Makna Biogas sebagai Sumber Energi Rumah Tangga. Jurnal Pendidikan: Teori, Penelitian, Dan Pengembangan, 2(4). https://doi.org/10.17977/jptpp.v2i4.8762

Razak, S. A. A., Kamarudin, M. K. A., Toriman, M. E., Wahab, N. A., Saad, M. H. M., & Bati, S. N. A. M. (2019). Relationship between Knowledge and Attitudes towards Environmental Education among Secondary School Students in Malaysia Relationship between Knowledge and Attitudes towards Environmental Education among Secondary School Students in Malaysia. International Journal of Academic Research in Business & Social Sciences, 9(12).

Riskos, K., Dekoulou, P., Mylonas, N., & Tsourvakas, G. (2021). Ecolabels and the attitude–behavior relationship towards green product purchase: A multiple mediation model. Sustainability (Switzerland), 13(12). https://doi.org/10.3390/su13126867

Rusyani, E., Lavuri, R., & Gunardi, A. (2021). Purchasing eco-sustainable products: Interrelationship between environmental knowledge, environmental concern, green attitude, and perceived behavior. Sustainability (Switzerland), 13(9). https://doi.org/10.3390/su13094601

Sachrir, M. I., Wahjoedi, W., & Mukhlis, I. (2023). The Effect Of Economic Learning Outcomes And Economic Expectations On The Economic Independence Of Generation Z Individuals Through Moderation Of Financial Intelligence: Study On Economic Education Students At Makassar State University. International Education Trend Issues, 1(3), 460–480.

Samarasinghe, R. (2015). Green attitudes and behavior gap: Obstruction to be green. International Journal of Applied Business and Economic Research, 13(3).

Schlegelmilch, B. B., & Diamantopoulos, B. (2012). The link between green purchasing decisions and measures of environmental consciousness. European Journal of Marketing, 30(5).

Sen, S., Antara, N., & Sen, S. (2021). Factors influencing consumers’ to Take Ready-made Frozen Food. Current Psychology, 40(6). https://doi.org/10.1007/s12144-019-00201-4

Sheikh, F. Z., Mirza, A. A., Aftab, A., & Asghar, B. (2014). Consumer Green Behaviour Toward Green Products and Green Purchase Decision. International Journal of Multidisciplinary Science and Engineering, 5(9).

Singh, S., Singh, D., & Thakur, K. . (2014). Consumer’s Attitude and Purchase Intention towards Green Products in the FMCG Sector. Pacifiic Business Review Internation, 7(6).

Stø, E., & Strandbakken, P. (2017). Eco-labels and consumers. In The Future of Eco-labelling (pp. 92–119). Routledge.

Sudarmadi, S., Suzuki, S., Kawada, T., Netti, H., Soemantri, S., & Tri Tugaswati, A. (2001). A survey of perception, knowledge, awareness, and attitude in regard to environmental problems in a sample of two different social groups in Jakarta, Indonesia. Environment, Development and Sustainability, 3(2). https://doi.org/10.1023/A:1011633729185

Sun, Z. Q., & Yoon, S. J. (2022). What Makes People Pay Premium Price for Eco-Friendly Products? The Effects of Ethical Consumption Consciousness, CSR, and Product Quality. Sustainability (Switzerland), 14(23). https://doi.org/10.3390/su142315513

Surjanti, J. (2012). Pengaruh kesulitan belajar, lingkungan keluarga dan sekolah terhadap perilaku konsumsi berkelanjutan yang dimediasi konsep diri, efikasi diri dan hasil belajar (studi pada siswa Jurusan IPS SMA Negeri di Surabaya). Universitas Negeri Malang.

Tantawi, P. I., O’Shaughnessy, N. J., Gad, K. A., & Ragheb, M. A. S. (2009). Green Consciousness of Consumers in a Developing Country: A Study of Egyptian Consumers. Contemporary Management Research, 5(1). https://doi.org/10.7903/cmr.1149

Taufique, K. M. R., Siwar, C., Chamhuri, N., & Sarah, F. H. (2016). Integrating General Environmental Knowledge and Eco-Label Knowledge in Understanding Ecologically Conscious Consumer Behavior. Procedia Economics and Finance, 37. https://doi.org/10.1016/s2212-5671(16)30090-9

Thøgersen, J. (2000). Psychological determinants of paying attention to eco-labels in purchase decisions: Model development and multinational validation. Journal of Consumer Policy, 23(3), 285–313.

Trang, H. L. T., Lee, J.-S., & Han, H. (2019). How do green attributes elicit pro-environmental behaviors in guests? The case of green hotels in Vietnam. Journal of Travel & Tourism Marketing, 36(1), 14–28.

Varah, F., Mahongnao, M., Pani, B., & Khamrang, S. (2021). Exploring young consumers’ intention toward green products: applying an extended theory of planned behavior. Environment, Development and Sustainability, 23(6). https://doi.org/10.1007/s10668-020-01018-z

Wahyono, H. (2023). The Intensity Of The Application Of Informal Economic Education, Socioeconomic Status Of Parents And Pocket Money On The Rationality Of Spending Social Studies Students Class Xi Sman 2 Malang. International Journal of Global Accounting, Management, Education, and Entrepreneurship, 3(2), 117–130.

Wang, X., Du, Y., Liu, Y., & Wang, S. (2022). Telling You More Fluently: Effect of the Joint Presentation of Eco-Label Information on Consumers’ Purchase Intention. International Journal of Environmental Research and Public Health, 19(20). https://doi.org/10.3390/ijerph192013713

Wang, Y., Huscroft, J. R., Hazen, B. T., & Zhang, M. (2018). Green information, green certification and consumer perceptions of remanufctured automobile parts. Resources, Conservation and Recycling, 128. https://doi.org/10.1016/j.resconrec.2016.07.015

Witek, L., & Kuźniar, W. (2021). Green purchase behavior: The effectiveness of sociodemographic variables for explaining green purchases in emerging market. Sustainability (Switzerland), 13(1). https://doi.org/10.3390/su13010209

Yasir, N., Babar, M., Mehmood, H. S., Xie, R., & Guo, G. (2023). The Environmental Values Play a Role in the Development of Green Entrepreneurship to Achieve Sustainable Entrepreneurial Intention. Sustainability (Switzerland), 15(8). https://doi.org/10.3390/su15086451

Zsóka, Á., Szerényi, Z. M., Széchy, A., & Kocsis, T. (2013). Greening due to environmental education? Environmental knowledge, attitudes, consumer behavior and everyday pro-environmental activities of Hungarian high school and university students. Journal of Cleaner Production, 48, 126–138. https://doi.org/10.1016/j.jclepro.2012.11.030