Faktor-Faktor yang Memengaruhi Perilaku Pembelian Hijau pada Kosmetik Halal PT Paragon Technology and Innovation

Dwita Azzahra; Muhammad Anwar Fathoni

doi:10.32678/tsarwah.v11i1.12690

Authors

Dwita Azzahra Universitas Pembangunan Nasional Veteran Jakarta
Muhammad Anwar Fathoni Universitas Pembangunan Nasional Veteran Jakarta

DOI:

https://doi.org/10.32678/tsarwah.v11i1.12690

Keywords:

environmental knowledge,, green purchase behavior,, halal cosmetics,, religiosity,, subjective norm

Abstract

Indonesia menghadapi masalah serius dalam pengelolaan sampah, termasuk dari sektor kosmetik yang berkembang pesat dengan penggunaan kemasan yang tidak ramah lingkungan. Kondisi ini memperparah beban lingkungan sekaligus mendorong konsumen untuk lebih memperhatikan aspek keberlanjutan dalam perilaku pembelian mereka. PT Paragon Technology and Innovation, sebagai salah satu produsen kosmetik halal terkemuka di Indonesia, berkomitmen untuk menjawab tantangan tersebut melalui produk yang ramah lingkungan dan program tanggung jawab sosial. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh norma subjektif, sikap pembelian hijau, pengetahuan lingkungan, dan religiusitas terhadap perilaku pembelian hijau konsumen produk kosmetik halal PT Paragon. Metode yang digunakan adalah kuantitatif dengan teknik analisis SEM-PLS, menggunakan data primer dari kuesioner yang disebarkan kepada 140 konsumen produk kosmetik halal PT Paragon. Hasil penelitian menunjukkan bahwa norma subjektif dan sikap pembelian hijau berpengaruh positif dan signifikan terhadap perilaku pembelian hijau, sedangkan pengetahuan lingkungan dan religiusitas tidak berpengaruh signifikan. Temuan ini mengindikasikan pentingnya strategi komunikasi keberlanjutan dan penguatan citra produk kosmetik halal untuk memperkuat pengaruh kedua variabel tersebut di masa mendatang.

Downloads

Download data is not yet available.

References

Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes And Predictiing Social Behavior. Englewood Cliffs.

Ancok, D., & Suroso, F. N. (2008). Psikologi Islami : Solusi Islam Atas Problem-Problem Psikologi.

BPS Indonesia, S. I. (2023). Catalog : 1101001. Statistik Indonesia 2023, 1101001, 790. Https://Www.Bps.Go.Id/Publication/2020/04/29/E9011b3155d45d70823c141f/Statistik-Indonesia-2020.Html

Chanda, R. C., Isa, S. M., & Ahmed, T. (2024). Factors Influencing Customers’ Green Purchasing Intention: Evidence From Developing Country. Journal Of Science And Technology Policy Management, 15(5), 1056–1084. Https://Doi.Org/10.1108/JSTPM-03-2022-0044

Chen, Y.-S. (2010). The Drivers Of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal Of Business Ethics, 93(2), 307–319. Https://Doi.Org/10.1007/S10551-009-0223-9

Conraud, K. E., & Rivas Tovar, A. L. (2009). Study Of Green Behavior With A Focus On Mexican Individuals. Ibusiness, 01(02), 124–131. Https://Doi.Org/10.4236/Ib.2009.12016

Databoks. (2023). Inilah Negara Penghasil Sampah Terbesar Dunia, Ada Indonesia? Databoks. Https://Databoks.Katadata.Co.Id/Infografik/2023/07/05/Inilah-Negara-Penghasil-Sampah-Terbesar-Dunia-Ada-Indonesia

Detikfinance. (2023). Paragon Raih 3 Penghargaan Industri Halal Dari Kemenperin. Https://Finance.Detik.Com/Berita-Ekonomi-Bisnis/D-7000047/Paragon-Raih-3-Penghargaan-Industri-Halal-Dari-Kemenperin

Febriasari, P., & Mursalin, A. (2021). Peran Pengetahuan Hijau dan Religiusitas pada Sikap Generasi Y Terhadap Niat Beli Produk Hijau. Jurnal Equilibrium Manajemen, 7(2), 1–222. Https://Jurnal.Upb.Ac.Id/Index.Php/Equalibrium/Article/View/185

Fryxell, G. E., & Lo, C. W. H. (2003). The Influence of Environmental Knowledge and Values on Managerial Behaviours on Behalf of The Environment: An Empirical Examination of Managers in China. Journal Of Business Ethics, 46(1), 45–69. Http://Www.Jstor.Org/Stable/25075088

Hair, J., Anderson, R., Babin, B., & Black, W. (2013). Multivariate Data Analysis.

Harahap, W. F. (2024). The Impact of Environmental Knowledge , Green Brand Image , and Religiosity on Green Cosmetics Purchase Intention Mediated by Attitude. 07(11), 66–75.

Hu, L., & Bentler, P. M. (1998). Fit Indices in Covariance Structure Modeling : Sensitivity to Underparameterized Model Misspecification. Psychological Methods, 3, 424–453. Https://Api.Semanticscholar.Org/Corpusid:37976347

Huda, N., Huda, N., Albushairi, S. A., Manajemen, P. M., Mangkurat, U. L., & Mangkurat, U. L. (2018). 3 - Huda & Albushairi - 2018 - Model Green Purchase Behavior Berbasis Tpb. 2(1).

Joshi, Y., & Rahman, Z. (2015). Factors Affecting Green Purchase Behaviour and Future Research Directions. In International Strategic Management Review (Vol. 3, Issues 1–2). Holy Spirit University Of Kaslik. Https://Doi.Org/10.1016/J.Ism.2015.04.001

Julia Lingga, L., Yuana, M., Aulia Sari, N., Nur Syahida, H., Sitorus, C., & Shahron. (2024). Sampah Di Indonesia: Tantangan Dan Solusi Menuju Perubahan Positif. Innovative: Journal Of Social Science Research, 4(4), 12235–12247.

Julina, J., Kartini, D., Rufaidah, P., & Cahyandito, M. F. (2017). Green Purchase Behavior: The Role Of Religiosity, Environmental Attitude, and Environmental Knowledge. GATR Journal Of Management And Marketing Review, 2(3), 83–88. Https://Doi.Org/10.35609/Jmmr.2017.2.3(12)

Kaufmann, H. R., Panni, M. F. A. K., & Orphanidou, Y. (2012). Factors Affecting Consumers’ Green Purchasing Behavior: An Integrated Conceptual Framework. Amfiteatru Economic, 14(31), 50–69.

Kotler, P., & Armstrong, G. (2010). Principles Of Marketing. Prentice Hall. Https://Books.Google.Co.Id/Books?Id=Sywdmweacaaj

Krisdayanti, K., & Widodo, A. (2022). Green Marketing and Purchase Intention Of Green Product: The Role Of Environmental Awareness. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 5(2), 205–216. Https://Doi.Org/10.36407/Jmsab.V5i2.588

Kristiyono, Y. R., & Felim, C. (2021). Pengaruh Interpersonal Influence, Altruism, Dan Environment Knowledge Terhadap Green Purchasing Behaviour Konsumen The Body Shop Yang Dimediasi Oleh Environment Attitude. Ultima Management : Jurnal Ilmu Manajemen, 13(1), 47–61. Https://Doi.Org/10.31937/Manajemen.V13i1.1912

Kumar, R. (2024). To Save The Environment Is My Moral Duty: Investigating Young Consumer’s Green Purchase Behaviour With Moderated Mediation Approach. Social Responsibility Journal, 20(8), 1508–1534. Https://Doi.Org/10.1108/SRJ-02-2023-0066

Mardiana, E., Thamrin, H., & Nuraini, P. (2021). Analisis Religiusitas Terhadap Minat Menabung Di Bank Syariah Kota Pekanbaru. Jurnal Tabarru’: Islamic Banking And Finance, 4(2), 512–520. Https://Doi.Org/10.25299/Jtb.2021.Vol4(2).8309

Maryadi, A. R., Indria, P., & Susilowati, M. (2020). Jurnal Sains Manajemen Dan. Jurnal Sains Manajemen Dan Kewirausahaan, 2(1), 69–80.

Naz, F., Oláh, J., Vasile, D., & Magda, R. (2020). Green Purchase Behavior Of University Students In Hungary: An Empirical Study. Sustainability (Switzerland), 12(23), 1–21. Https://Doi.Org/10.3390/Su122310077

Ningrum, K. P., Manalu, S. R., & Setyabudi, D. (2024). Pengaruh Pengetahuan Hijau, Norma Subjektif, Dan Kepedulian Lingkungan Terhadap Niat Beli Produk Ramah Lingkungan. Interaksi Online, 12(3), 797–807. Https://Ejournal3.Undip.Ac.Id/Index.Php/Interaksi-Online/Article/View/45575

Ogiemwonyi, O., Alam, M. N., Alshareef, R., Alsolamy, M., Azizan, N. A., & Mat, N. (2023). Environmental Factors Affecting Green Purchase Behaviors Of The Consumers: Mediating Role Of Environmental Attitude. Cleaner Environmental Systems, 10(June), 100130. Https://Doi.Org/10.1016/J.Cesys.2023.100130

Pegan, G., Del Missier, F., & De Luca, P. (2023). Antecedents Of Green Purchase Choices: Towards A Value-Oriented Model. Journal Of Cleaner Production, 399, 136633. Https://Doi.Org/Https://Doi.Org/10.1016/J.Jclepro.2023.136633

Roman, T., Bostan, I., Manolică, A., & Mitrica, I. (2015). Profile Of Green Consumers In Romania In Light Of Sustainability Challenges And Opportunities. Sustainability (Switzerland), 7(6), 6394–6411. Https://Doi.Org/10.3390/Su7066394

Rusyani, E., Lavuri, R., & Gunardi, A. (2021). Purchasing Eco-Sustainable Products: Interrelationship Between Environmental Knowledge, Environmental Concern, Green Attitude, And Perceived Behavior. Sustainability (Switzerland), 13(9). Https://Doi.Org/10.3390/Su13094601

Simanjuntak, M., Nafila, N. L., Yuliati, L. N., Johan, I. R., Najib, M., & Sabri, M. F. (2023). Environmental Care Attitudes And Intention To Purchase Green Products: Impact Of Environmental Knowledge, Word Of Mouth, And Green Marketing. Sustainability (Switzerland), 15(6). Https://Doi.Org/10.3390/Su15065445

Soomro, R. B., Mirani, I. A., Sajid Ali, M., & Marvi, S. (2020). Exploring The Green Purchasing Behavior Of Young Generation In Pakistan: Opportunities For Green Entrepreneurship. Asia Pacific Journal Of Innovation And Entrepreneurship, 14(3), 289–302. Https://Doi.Org/10.1108/Apjie-12-2019-0093

Sulistiawati, Intan Nabila, & Alif Idzatulloh. (2025). Peran Corporate Communication PT Paragon Technology And Innovation Dalam Mempertahankan Citra Positif Perusahaan. Konsensus : Jurnal Ilmu Pertahanan, Hukum Dan Ilmu Komunikasi, 2(1), 133–146. Https://Doi.Org/10.62383/Konsensus.V2i1.621

United Nations Environment Programme, & Indonesia Ministry Of Environment And Forestry. (2020). National Plastic Waste Reduction Strategic Actions For Indonesia. Ministry Of Environment And Forestry, Republic Of Indonesia, 1–46. Https://Wedocs.Unep.Org/Bitstream/Handle/20.500.11822/32898

Vironika, P., & Maulida, M. (2025). … Purchase Behavior In Indonesia: The Role Of Environmental Knowledge, Green Trust, Green Marketing Mix, And Green Purchase …. SGU Online Thesis Submission, August. Https://Doi.Org/10.3390/Challe16030041

Wang, L., Wong, P. P. W., & Narayanan Alagas, E. (2020). Antecedents Of Green Purchase Behaviour: An Examination Of Altruism And Environmental Knowledge. International Journal Of Culture Tourism And Hospitality Research, 14(1), 63–82. Https://Doi.Org/10.1108/IJCTHR-02-2019-0034

Wang, Y. M., Zaman, H. M. F., & Alvi, A. K. (2022). Linkage Of Green Brand Positioning And Green Customer Value With Green Purchase Intention: The Mediating And Moderating Role Of Attitude Toward Green Brand And Green Trust. SAGE Open, 12(2). Https://Doi.Org/10.1177/21582440221102441

Worthington, E. L., Wade, N. G., Hight, T. L., Ripley, J. S., Mccullough, M. E., Berry, J. W., Schmitt, M. M., Berry, J. T., Bursley, K. H., & O’Connor, L. (2003). The Religious Commitment Inventory-10: Development, Refinement, And Validation Of A Brief Scale For Research And Counseling. Journal Of Counseling Psychology, 50(1), 84–96. Https://Doi.Org/10.1037/0022-0167.50.1.84