Email this article Green Purchasing Behavior in the Era of Covid-19 Pandemic
Abstract
Environmental sustainability in recent years has become the focus of discussion in many media, no longer it is merely the problem of physical environmental damage such as waste, forest damage and global warming, but has evolved towards discussing changes in human behavior in consuming products concerning to the consumption of environmentally friendly products/green products. Green purchasing behavior is buying behavior that in the purchasing decision process, it considers environmental sustainability. The COVID-19 pandemic that has hit the world has an impact on various sectors of human life, including changing people's buying behavior. This study aims to analyze the influence of the Covid-19 Pandemic, Environmental Knowledge, Perceived Seriousness of Environmental Problems, Consumers Attitudes toward The Environment, Green Product Oriented and Social Influence on Green Purchasing Behavior. This research type is a quantitative research with 7 variables and 111 respondents. The population in this study is the people of the Special Region of Yogyakarta. Data were collected from September to November 2022. The sampling is using nonprobability sampling method with purposive sampling technique. Hypothesis testing used t-test (partial test) and F-tes (simultaneous test). The results of the study conclude that partially Environmental Knowledge, Consumers Attitudes toward The Environment, and Social Influence have a significant effect on Green Purchasing Behavior, while the Covid-19 Pandemic, Perceived Seriousness of Environmental Problems and Green Product Orientation variables have no significant effect on Green Purchasing Behavior. Overall, all variables have an effect of 37.3% on the Green Purchasing Behavior variable.
Keywords
Full Text:
PDFReferences
Addo, P. C., Jiaming, F., & Kulbo, N. B. (2020). COVID-19: fear appeal favoring purchase behavior towards personal protective equipment. The Service Industries Journal, 40(7–8).
Adialita, T. (2015). Green marketing dan Green Consumer Behavior di Indonesia. Jurnal Ekonomi Manajemen Dan Akuntansi, 5.
Amin, I., Zailani, S., & Rahman, M. K. (2020). Predicting employees’ engagement in environmental behaviours with supply chain firms. Management Research Review, 44(6), 825–848.
Azwar, S. (2022). Sikap Manusia : Teori dan Pengukurannya (3rd ed.). Yogyakarta: Pustaka Pelajar.
Bappenas. (2020). Sustainable Development Goals. Retrieved from https://sdgs.bappenas.go.id/
Chen, X., Rahman, M. K., Rana, M. S., Gazi, M. A. I., Rahaman, M. A., & Nawi, N. C. (2021). Predicting Consumer Green Product Purchase Attitudes and Behavioral Intention During COVID-19 Pandemic. Frontiers in Psychology, 12.
Danso, A., Adomako, S., Amoah, J. A., Agyei, S. O., & Konadu, R. (2019). Environmental sustainability orientation, competitive strategy and financial performance. Business Strategy and The Environment, 28(5), 885–895.
Ferraz, D., P.S.Faiguera, F., Mariano, E. B., & Hartman, D. (2021). Linking economic complexity, diversification, and industrial policy with sustainable development: a structured literature review. Sustainability, 13(3).
Jekria, N., & Daud, S. (2016). Environmental Concern and Recycling Behaviour. Procedia Economic and Finance, 35, 667–673.
Kim, Y. J., Njite, D., & Hancer, M. (2013). Anticipated emotion in consumers’ intentions to select eco-friendly restaurants: augmenting the theory of planned behavior. International Journal of Hospitality Management, 34, 172–184.
KJPL Indonesia. (2012). Faktor Dan Dampak Kerusakan Lingkungan Hidup. Retrieved July 2, 2022, from https://www.kjpl.or.id/faktor-dan-dampak-kerusakan-lingkungan-hidup/
Krukaset, P., & Sahachaisaeree, N. (2010). Design elements communicate on issues of the environmental conscious concept. Procedia - Social and Behavioral Sciences. Procedia Social and Behavioral Sciences.
Kuchinka, D. G. J., Balazs, S., Gavriletea, M. D., & Djokic, B. B. (2018). Consumer Attitudes toward Sustainable Development and Risk to Brand Loyalty. Sustainability, 10.
Kumar, A., Prakash, G., & Kumar, G. (2021). Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study. Jurnal of Retailing and Consumer Services, 58.
Lai, C. K. M., & Cheng, E. W. L. (2016). Green purchase behavior of undergraduate students in Hong Kong. Social Science Journal, 53, 67–76.
Lee, K. (2008). Opportunities for Green Marketing Young Consumers. Marketing Intelligence and Planning, Marketing Intellegence Dan Planning, 28(6).
OECD. (2008). Promoting Sustainable Consumption-Good Practices in OECD Countries. Paris.
Ojo, A. O., & Fauzi, M. A. (2020). Environmental awareness and leadership commitment as determinants of IT professionals engagement in green IT practices for environmental performance. Sustainable Production and Consumption, 24, 298–307.
Otoritas Jasa Keuangan. (2016). UU No 32 Tahun 2009 tentang Perlindungan dan Pengelolaan Lingkungan Hidup.
Pramudiastuti, L. N., Relawati, R., & Pulung, S. R. (2021). Faktor yang Mempengaruhi Perilaku Konsumen Ramah Lingkungan dalam Pembelian Minuman Kemasan di Universitas Muhammadiyah Malang. Jurnal Ekonomi Pertanian Dan Agribisnis, 5.
Raharja, S. J., & Chan, A. (2021). Youth’s Green Consumer Behavior : A Study In Citarum Watersehd West Java Indonesia. AdBispreneur : Jurnal Pemikiran Dan Penelitian Administrasi Bisnis Dan Kewirausahaan, 6.
Salsa. (2021). Dampak Lingkungan Akibat Pandemi COVID-19 dan Strategi Pencegahan. Kumparan.Com. Retrieved from https://kumparan.com/salsahp-hp/dampak-lingkungan-akibat-pandemi-covid-19-dan-strategi-pencegahan-1vMRloTPHNy
Samarasinghe, G. D., & Samarasinghe, D. S. R. (2013). Green decisions: Consumers’ environmental beliefs and green purchasing behaviour in Sri Lankan context. International Journal of Innovation and Sustainable Development, 7, 172–184.
Setiawan, S. R. D. (2020). Terdapat 37.000 UMKM terdampak Virus Corona. Retrieved from https://money.kompas.com/read/2020/04/17/051200426/sebanyak-37.000-umkmterdampak-virus-corona
Sony, A., & Ferguson, D. (2017). Unlocking consumers’ environmental value orientations and green lifestyle behaviors: a key for developing green offerings in Thailand. Asia Pacific Journal of Business Administration, 9(1), 37–53.
Sugiyono. (2022). Metode penelitian kuantitatif. Bandung: Alfabeta.
Sun, X., Su, W., Guo, X., & Tian, Z. (2021). The impact of awe induced by COVID-19 pandemic on green consumption behavior in China. International Journal of Environtmental Research and Public Health, 18.
Tambunan, L. (2020). Kualitas udara Jakarta selama PSBB membaik, namun tingkat polutan berbahaya PM 2.5 tetap konsisten. BBC NEWS. Retrieved from https://www.bbc.com/indonesia/indonesia-52755813
Tsen, C. H., Phang, G., Hasan, H., & Buncha, M. R. (2006). Going green: A study of consumers’ willingness to pay for green products in Kota Kinabalu. International Journal of Business and Society, 7(2).
Utami, K. S. (2020). Green Consumers Behavior: Perilaku Konsumen dalam Pembelian Produk Ramah Lingkungan. Maksipreneur :Manajemen Koperasi Dan Entrepreneurship, 9.
Violleta, P. T. (2020). Pandemi Covid-19 Kingkatkan Kekhawatiran Soal Dampak Medis. Retrieved July 15, 2022, from https://jogja.antaranews.com/berita/420392/pandemi-covid-19-tingkatkan-kekhawatiran-soal-dampak-limbah-medis
Wahyuningdyah, & Yustini, R. (2021). Faktor-faktor yang Mempengaruhi Perilaku Pembelian Produk Pangan Organik. Semarang.
Wang, S. T. (2014). Consumer characteristics and social influence factors on green purchasing intentions. Marketing Intelegence Planning, 32(7), 738–752.
Waskito, J., & Harsono, M. (2012). Green Consumer: Deskripsi Tingkat Kesadaran dan Kepedulian Masyarakat Joglosemar terhadap Kelestarian Lingkungan. Jurnal Dinamika Manajemen, 3.
DOI: http://dx.doi.org/10.35917/tb.v24i1.350
Refbacks
- There are currently no refbacks.
This work is licensed under a Creative Commons Attribution 4.0 International License. ISSN 2541-6790.