DETERMINAN PURCHASE INTENTION PRODUK RAMAH LINGKUNGAN: PERAN GREEN PRODUCT KNOWLEDGE, ENVIRONMENTAL CONCERN, DAN ECO-LABEL TRUST PADA KONSUMEN RECYCLO GOODS
Keywords:
Green Product Knowledge, Environmental Concern, Eco-Label Trust, Purchase Intention, Recyclo GoodsAbstract
Penelitian ini bertujuan menganalisis determinan purchase intention produk ramah lingkungan dengan menguji peran green product knowledge, environmental concern, dan eco-label trust pada konsumen Recyclo Goods di Medan. Penelitian menggunakan pendekatan kuantitatif dengan analisis Partial Least Squares Structural Equation Modeling (PLS-SEM). Data dikumpulkan melalui kuesioner berskala Likert lima poin dari 96 responden yang dipilih menggunakan teknik purposive sampling. Hasil evaluasi model pengukuran menunjukkan bahwa seluruh konstruk memenuhi kriteria validitas dan reliabilitas, dengan nilai Composite Reliability antara 0,94–0,98 dan Average Variance Extracted (AVE) antara 0,76–0,86. Hasil model struktural menunjukkan bahwa green product knowledge berhubungan positif dan signifikan dengan purchase intention (t = 2,06; p = 0,03). Environmental concern juga menunjukkan hubungan positif dan signifikan (t = 4,56; p < 0,001), demikian pula eco-label trust (t = 4,02; p < 0,001). Nilai adjusted R² sebesar 0,25 menunjukkan bahwa ketiga konstruk tersebut secara bersama-sama menjelaskan 25% variasi purchase intention, sedangkan 75% lainnya berkaitan dengan faktor lain di luar model. Temuan menunjukkan bahwa aspek pengetahuan, kepedulian lingkungan, dan kepercayaan terhadap informasi lingkungan merupakan dimensi penting dalam menjelaskan niat beli produk ramah lingkungan pada konteks UMKM.References
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