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Pengaruh Green Self Identity Dan Environmental Risk Perception Terhadap Sustainable Food Consumption Yang Dimediasi Oleh Self-Congruity
(1) Universitas Muhammadiyah Surakarta
(2) Universitas Muhammadiyah Surakarta
(*) Corresponding Author
Abstract
Penelitian ini mengkaji pengaruh green self-identity, environmental risk perception, dan self-congruity terhadap perilaku pembelian produk hijau. Penelitian menggunakan pendekatan kuantitatif dengan survei online yang melibatkan responden dari Surakarta, Jawa Tengah. Analisis data dilakukan menggunakan analisis jalur (path analysis). Hasil penelitian menunjukkan bahwa green self-identity memiliki pengaruh signifikan terhadap perilaku pembelian produk hijau. Namun, environmental risk perception dan self-congruity tidak menunjukkan pengaruh signifikan terhadap perilaku tersebut. Selain itu, self-congruity tidak memediasi hubungan antara green self-identity dan environmental risk perception terhadap perilaku pembelian produk hijau. Temuan ini menggarisbawahi pentingnya identitas diri yang hijau dalam mendorong konsumen untuk membeli produk ramah lingkungan, yang dapat menjadi dasar pengembangan strategi pemasaran yang lebih efektif untuk produk hijau. Penelitian ini juga menyoroti perlunya pendekatan yang lebih komprehensif dalam memahami faktor-faktor yang mempengaruhi perilaku konsumen terhadap produk ramah lingkungan.
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DOI: https://doi.org/10.36587/exc.v11i1.1729
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