Pengaruh Green Marketing dan Eco Label terhadap Minat Beli Mahasiswa pada Produk Susu UHT

Abstract

Sektor industri makanan dan minuman memberikan kontribusi signifikan terhadap masalah lingkungan, terutama dalam hal limbah plastik dari kemasan sekali pakai. Green marketing muncul sebagai promosi komitmen Perusahaan pada Upaya mengurangi dampak negatif dari industri terhadap lingkungan. Penelitian ini bertujuan untuk menganalisis pengaruh green marketing dengan eco-label sebagai mediasi terhadap minat beli susu UHT dengan pendekatan The Theory of Planned Behavior (TPB). Penelitian dilakukan dengan metode survei menggunakan multistage random sampling, melibatkan 300 responden mahasiswa IPB University angkatan 59 dan 60 departemen Agribisnis dan Ekonomi Sumberdaya dan Lingkungan. Data analisis menggunakan analisis deskriptif dan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) untuk memahami keterkaitan antara setiap konstruk. Hasil penelitian menunjukkan bahwa variabel green marketing, eco-label, sikap, norma subjektif, dan persepsi kontrol perilaku terbukti memiliki pengaruh yang signifikan terhadap minat beli konsumen terhadap produk susu UHT.

The food and beverage industry sector contributes significantly to environmental problems, particularly regarding plastic waste from single-use packaging. Green marketing has emerged as a corporate strategy that communicates a company's dedication to minimizing the adverse environmental consequences of its operations. This study aims to analyze the influence of green marketing with eco-labels as mediation on UHT milk purchase intention using The Theory of Planned Behavior (TPB) approach. The research was conducted using a survey method with multistage random sampling, involving 300 respondents from IPB University students of the 59th and 60th batches from the Agribusiness and Resource and Environmental Economics departments. Data analysis used descriptive analysis and Partial Least Squares-Structural Equation Modeling (PLS-SEM) methods to understand the relationships between each construct. The research results show that a variabels green marketing, eco-label, attitude, subjective norms, and perceived behavioral control variables are proven to have significant effects on consumer purchase intention for UHT milk products.