Analisis Dimensi Green Perceived Value pada Lansia dan Pengaruhnya terhadap Purchase Intention Green Food Product

Abstract

Peningkatan permasalahan food waste dan dampaknya terhadap lingkungan mendorong masyarakat untuk menerapkan pola konsumsi yang lebih sehat dan berkelanjutan melalui konsumsi green food product. Produk pangan hijau dalam penelitian ini mengacu pada produk pangan yang dipersepsikan ramah lingkungan, alami, organik, sehat, atau memiliki klaim keberlanjutan. Penelitian ini bertujuan menganalisis pengaruh functional value, conditional value, social value, dan emotional value terhadap purchase intention green food product pada lansia di Kecamatan Bogor Timur, Kota Bogor. Data diperoleh dari 75 responden lansia dan dianalisis menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa seluruh dimensi green perceived value berpengaruh positif dan signifikan terhadap purchase intention. Functional value menjadi dimensi yang paling dominan dengan koefisien jalur sebesar 0,332, diikuti oleh conditional value, emotional value, dan social value. Selain itu, model penelitian mampu menjelaskan 78,5% variasi purchase intention (R2 = 0,785). Temuan ini menunjukkan bahwa kualitas, keamanan, manfaat kesehatan, kemudahan konsumsi, serta kesesuaian harga menjadi pertimbangan utama lansia dalam membentuk minat beli terhadap produk pangan hijau.

The increasing issue of food waste and its environmental impacts has encouraged people to adopt healthier and more sustainable consumption patterns through the consumption of green food products. In this study, green food products refer to food products perceived as environmentally friendly, natural, organic, healthy, or having sustainability related claims. This study aims to analyze the influence of functional value, conditional value, social value, and emotional value on the purchase intention of green food products among elderly in East Bogor Subdistrict, Bogor City. Data were collected from 75 elderly respondents and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results indicate that all dimensions of green perceived value have a positive and significant effect on purchase intention. Functional value is the most dominant dimension with a path coefficient of 0.332, followed by conditional value, emotional value, and social value. Furthermore, the research model explains 78.5% of the variance in purchase intention (R2 = 0.785). These findings suggest that product quality, safety, health benefits, ease of consumption, and price suitability are the main considerations for elderly in developing purchase intentions toward green food products.