Apakah Kepedulian Lingkungan dan Perceived Quality-Benefit Mendorong Keinginan Konsumen Membayar Lebih Banyak untuk Produk Pro-Lingkungan?

Isi Artikel Utama

Dhika Cahyasita
Dinda Dewi Aisyah
Ayu Kumala Sari

Abstrak

Penelitian ini bertujuan untuk melihat pengaruh kesadaran lingkungan dan kualitas manfaat yang dirasakan konsumen terhadap kesediaan membayar lebih. Data dari total 228 responden dikumpulkan melalui survei online untuk mengisi kuesioner terstruktur. Pendekatan PLS-SEM digunakan dalam analisis data. Hasil penelitian menunjukkan bahwa kesadaran lingkungan dan persepsi manfaat kualitas mempunyai pengaruh positif yang signifikan terhadap kesediaan konsumen untuk membayar lebih untuk produk ramah lingkungan. Implikasi kebijakan yang dapat direkomendasikan adalah melakukan normalisasi harga premium pada produk pro lingkungan dengan mengoptimalkan komunikasi pemasaran.

Unduhan

Data unduhan belum tersedia.

Rincian Artikel

Cara Mengutip
Cahyasita, D. ., Aisyah, D. D. dan Sari, A. K. (2024) “Apakah Kepedulian Lingkungan dan Perceived Quality-Benefit Mendorong Keinginan Konsumen Membayar Lebih Banyak untuk Produk Pro-Lingkungan?”, Jurnal Sosial Ekonomi Pertanian, 20(3), hlm. 269-280. Tersedia pada: http://334012.libg.asia/index.php/jsep/article/view/36075 (Diakses: 11Desember2024).
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