Please use this identifier to cite or link to this item:
http://repository.ipb.ac.id/handle/123456789/136549
Title: | Analisis Persepsi dan Faktor-Faktor yang Memengaruhi Penerapan Perilaku Konsumsi Hijau pada Konsumen Kedai Kopi Little Talk |
Other Titles: | Analysis of Perceptions Analysis and Factors Affecting the Implementation of Green Consumption Behavior in Little Talk Coffee Shop Consumers |
Authors: | Falatehan, A Faroby Dumadi, Viola Tri |
Issue Date: | 2024 |
Publisher: | IPB University |
Abstract: | Meningkatnya model bisnis indsutri pangan di Indonesia yang perlu
didisrupsi dengan menghadirkan inovasi yang lebih ramah lingkungan seperti
substitusi bahan kemasan yang tidak ramah lingkungan. Konsumen bijak sebelum
melakukan pembelian suatu produk akan memikirkan terlebih dahulu dampak dari
produk yang dikonsumsinya. Penelitian ini bertujuan untuk mengdentifikasi
persepsi konsumen (generasi Z) terhadap produk hijau yang disajikan di kedai
kopi Little Talk dan menganalisis pengaruh pengetahuan lingkungan, sikap
lingkungan dan produk hijau terhadap penerapan perilaku konsumsi hijau ketika
mengunjungi kedai kopi Little Talk. Metode analisis data yang digunakan dalam
penelitian ini adalah analisis deskriptif kuantitatif dengan skala likert dan
Structural Equation Modeling - Partial Least Square (SEM-PLS) dengan bantuan
software SmartPLS4. Hasil penelitian menunjukkan konsumen (generasi Z) setuju
dengan produk hijau yang disajikan oleh kedai kopi Little Talk. Berdasarkan hasil
pengujian hipotesis sikap lingkungan berpengaruh signifikan terhadap produk
hijau dan perilaku konsumsi hijau, sedangkan pengetahuan lingkungan tidak
berpengaruh signifikan terhadap sikap lingkungan, produk hijau, dan perilaku
konsumsi hijau. Dengan demikian perlu peningkatan pengetahuan konsumen
(generasi Z) terhadap lingkungan untuk mendorong peningkatan perilaku
konsumsi hijau. The increasing business model of the food industry in Indonesia needs to be disrupted by presenting more environmentally friendly innovations such as substituting packaging materials that are not environmentally friendly. Wise consumers before purchasing a product will first think about the impact of the products they consume. This study aims to identify consumer perceptions (generation Z) of green products served at Little Talk coffee shops and analyze the influence of environmental knowledge, environmental attitudes and green products on the application of green consumption behavior when visiting Little Talk coffee shops. The data analysis method used in this research is quantitative descriptive analysis with a Likert scale and Structural Equation Modeling - Partial Least Square (SEM-PLS) with the help of SmartPLS4 software. The results showed that consumers (generation Z) agree with the green products served by Little Talk coffee shops. Based on the results of hypothesis testing, environmental attitudes have a significant effect on green products and green consumption behavior, while environmental knowledge has no significant effect on environmental attitudes, green products, and green consumption behavior. Thus, it is necessary to increase consumer (generation Z) knowledge of the environment to encourage increased green consumption behavior. |
URI: | http://repository.ipb.ac.id/handle/123456789/136549 |
Appears in Collections: | UT - Resources and Environmental Economic |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Cover.pdf Restricted Access | Cover | 784.07 kB | Adobe PDF | View/Open |
H44190037_Viola Tri Dumadi.pdf Restricted Access | Fulltext | 11.56 MB | Adobe PDF | View/Open |
Lampiran.pdf Restricted Access | Lampiran | 784.34 kB | Adobe PDF | View/Open |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.