ANALISA PEMANFAATAN INSTAGRAM DALAM MEMPENGARUHI MOTIVASI DAN INTENSI GREEN CONSUMPTION
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Published:
May 1, 2023
Keywords:
Instagram, Media Sosial, Altruisme, Egoisme, Intensi, Green Consumption (konsumsi Hijau)
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Abstract
Dengan kesadaran akan pentingnya menjaga lingkungan hidup semakin meningkat secara global. Green consumption (konsumsi hijau) telah meningkat menjadi tren global, yang membuat urgensi pada perusahaan untuk lebih ramah lingkungan untuk memenuhi kebutuhan konsumen baru ini. Instagram sebagai media sosial berkontribusi pada tren ini sebab Instagram adalah platform yang populer banyak digunakan oleh para influencer lingkungan dan perusahaan dalam promosi untuk membentuk sikap konsumen menjadi perilaku yang lebih sadar lingkungan. Penelitian ini menerapkan Theory of Planned Behavior (TPB) untuk menjelaskan dampak Instagram sebagai platform di media Sosial terhadap motivasi (altruisme dan egoisme) dan intensi dalam green consumption (konsumsi hijau). Berdasarkan survei online dikembangkan untuk mengukur model konseptual yang diusulkan. Reliabilitas dan validitas konstruk reflektif diuji dengan menggunakan teknik pemodelan partial least squares (PLS). Hasil menunjukkan pentingnya instgram pada sikap konsumen, norma subyektif, motivasi altruistik dan egois, serta dampak sebagai anteseden intensi dalam green consumption (konsumsi hijau). Hasil menerangkan bahwa faktor eksternal seperti media sosial sebagai sumber informasi, memiliki peran penting dalam pembentukan motivasi konsumen dan intensi dalam green consumption (konsumsi hijau). Temuan ini relevan bagi pemasar dan perusahaan untuk menerapkan strategi komunikasi yang lebih baik di media sosial untuk meningkatkan motivasi dan intensi pembelian terhadap produk green (ramah lingkungan).
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References
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[5] S. Alagarsamy, S. Mehrolia, and S. Mathew, “How Green Consumption Value Affects Green Consumer Behaviour: The Mediating Role of Consumer Attitudes Towards Sustainable Food Logistics Practices,” Vision, vol. 25, no. 1, pp. 65–76, 2021, doi: 10.1177/0972262920977986.
[6] N. Nuryakin, “Green Product Innovation, Green Process Innovation, and its Impact on Green Performance of Batik SMEs,” Benefit J. Manaj. dan Bisnis, vol. 7, no. 1, pp. 1–8, 2022, doi: 10.23917/benefit.v7i1.18132.
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[9] I. E. I. (LEI), “Sertifikasi LEI Naik 30%, Permintaan Sertifikasi Lingkungan Meningkat Tajam,” 2021, [Online]. Available: https://www.indonesianecolabel.com/2021/01/sertifikasi-lei-naik-30-permintaan-sertifikasi-lingkungan-meningkat-tajam/
[10] G. Indonesia, “Indonesia Masih Sulit Kelola Sampah Plastik, Ini Penyebabnya,” 2019. https://www.greenpeace.org/indonesia/press/2805/indonesia-masih-sulit-kelola-sampah-plastik-ini-penyebabnya/
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[12] McEachern MG and McClean P, “Organic purchasing motivations and attitudes: are they ethical?,” Int. J. Consum. Stud., vol. 26, no. (2), pp. 85–92, 2002.
[13] G. Liobikienė and J. Bernatonienė, “Why determinants of green purchase cannot be treated equally? The case of green cosmetics: Literature review,” J. Clean. Prod., vol. 162, pp. 109–120, 2017, doi: 10.1016/j.jclepro.2017.05.204.
[14] F. Murwaningtyas, M. Harisudin, and H. Irianto, “Effect of Celebrity Endorser Through Social Media on Organic Cosmetic Purchasing Intention Mediated with Attitude,” KnE Soc. Sci., 2020, doi: 10.18502/kss.v4i3.6393.
[15] G. Ma, P.-L. P. Rau, and Z. Guo, “The Effects of Environmental Awareness and Consumption Value on Green Makeup Product Purchase Intentions,” Psychology, vol. 09, no. 07, pp. 1898–1916, 2018, doi: 10.4236/psych.2018.97110.
[16] E. Eryc and P. Dandhytya Andrea, “Analisis Keefektifan Instagram Sebagai Platform E-Commerce Pada Mahasiswa di Kota Batam,” Briliant J. Ris. dan Konseptual, vol. 7, no. 4, pp. 1012–1023, 2022, doi: http://dx.doi.org/10.28926/briliant.v7i4.1191.
[17] E. Eryc, “The Impact of Educational Content Toward Audience Perceptions on Instagram (Case Study @naturelovingeduhub),” J. Sci., vol. 11, no. 02, pp. 133–139, 2022.
[18] Eryc, “Analisa Peran Social Media Dalam Mengembangkan Altruisme Netizen Instagram Indonesia,” J. WIDYA, vol. 3, no. 2, pp. 273–280, 2022, doi: https://doi.org/10.54593/awl.v3i2.121.
[19] K. Lee, “Opportunities for green marketing: Young consumers,” Mark. Intell. Plan., vol. 26, no. 6, pp. 573–586, 2008, doi: 10.1108/02634500810902839.
[20] E. Eryc, “Systematic Literature Review of Critical Success Factors in Online Advertising,” J. Informatics Telecommun. Eng., vol. 5, no. 2, pp. 551–561, 2022, doi: 10.31289/jite.v5i2.6204.
[21] I. Ajzen, “The theory of planned behavior,” Organ. Behav. Hum. Decis. Process., vol. 50, no. 2, pp. 179–211, 1991, doi: 10.1016/0749-5978(91)90020-T.
[22] G. Prakash, S. Choudhary, A. Kumar, J. A. Garza-Reyes, S. A. R. Khan, and T. K. Panda, “Do altruistic and egoistic values influence consumers’ attitudes and purchase intentions towards eco-friendly packaged products? An empirical investigation,” J. Retail. Consum. Serv., vol. 50, pp. 163–169, 2019, doi: 10.1016/j.jretconser.2019.05.011.
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[24] S. Nor, B. Ahmad, and A. Omar, “Generation Z: Can Personal Values Influence Their Intention To Purchase Natural Beauty Products?,” Int. J. Innov. Soc. Sci., vol. 2, no. 1, 2017.
[25] I. Vermeir and W. Verbeke, “Sustainable food consumption: Exploring the consumer ‘attitude - Behavioral intention’ gap,” J. Agric. Environ. Ethics, vol. 19, no. 2, pp. 169–194, 2006, doi: 10.1007/s10806-005-5485-3.
[26] S. Gupta and D. T. Ogden, “To buy or not to buy? A social dilemma perspective on green buying,” J. Consum. Mark., vol. 26, no. 6, pp. 378–393, 2009, doi: 10.1108/07363760910988201.
[27] B. C. Tan and T. C. Lau, “Attitude towards the Environment and Green Products: Consumers’ Perspective,” Manag. Sci. Eng., vol. 4, no. 2, pp. 27–39, 2010.
[28] J. Thøgersen, “Green shopping: For selfish reasons or the common good?,” Am. Behav. Sci., vol. 55, no. 8, pp. 1052–1076, 2011, doi: 10.1177/0002764211407903.
[29] A. Kumar, “Exploring young adults’ e-waste recycling behaviour using an extended theory of planned behaviour model: A cross-cultural study,” Resour. Conserv. Recycl., vol. 141, pp. 378–389, 2019, doi: 10.1016/j.resconrec.2018.10.013.
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[31] N. F. Nor Fairuz Syazana and A. H. Raemah, “Generation X and purchase intention toward green cosmetic and skin care products,” Int. J. Bus. Manag., vol. 1, no. 2, pp. 79–92, 2015.
[32] S. A. N. Bedard and C. R. Tolmie, “Millennials’ green consumption behaviour: Exploring the role of social media,” Corp. Soc. Responsib. Environ. Manag., vol. 25, no. 6, pp. 1388–1396, 2018, doi: 10.1002/csr.1654.
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[34] S. Joosse and T. Brydges, “Blogging for Sustainability: The Intermediary Role of Personal Green Blogs in Promoting Sustainability,” Environ. Commun., vol. 12, no. 5, pp. 686–700, 2018, doi: 10.1080/17524032.2018.1474783.
[35] R. Pop and S. Zsuzsa, “Social-media-goes-greenthe-impact-of-social-media-on-green-cosmetics-purchase-motivation-and-intentionInformation-Switzerland.pdf,” 2020.
[36] J. Henseler and M. Sarstedt, Goodness-of-fit indices for partial least squares path modeling, vol. 28, no. 2. 2013. doi: 10.1007/s00180-012-0317-1.
[37] J. F. Hair, J. J. Risher, M. Sarstedt, and C. M. Ringle, “When to use and how to report the results of PLS-SEM,” Eur. Bus. Rev., vol. 31, no. 1, pp. 2–24, 2019, doi: 10.1108/EBR-11-2018-0203.
[38] J. Henseler, G. Hubona, and P. A. Ray, “Using PLS path modeling in new technology research: Updated guidelines,” Ind. Manag. Data Syst., vol. 116, no. 1, pp. 2–20, 2016, doi: 10.1108/IMDS-09-2015-0382.