Pengaruh Green Advertising Terhadap Niat Pembelian yang Dimediasi Oleh Environmental Consciousness dan Green Attitude
DOI:
https://doi.org/10.56750/cesjv9i3.1807Keywords:
Environmental Consciousness, Green Advertising, Green Attitude, Purchase Intention, Sepeda ListrikAbstract
Tujuan penelitiian ini untuk menganalisis dampak green advertising pada niat pembelian produk ramah lingkungan yang dimediasi oleh environmental consciousness dan green attitude pada pengguna sepeda listrik di wilayah Soloraya. Penelitian ini menerapkan pendekatan kuantitatif eksplanatori dengan metode survei. Sampel berjumlah 200 pengguna sepeda listrik yang dipilih melalui purposive sampling berdasarkan kriteria pernah terpapar green advertising dalam enam bulan terakhir. Data dikumpulkan menggunakan kuesioner daring dan dianalisis dengan metode PLS-SEM menggunakan SmartPLS. Hasil penelitian ini ialah Green advertising, Environmental consciousness dan Green attitude berdampak positif dan signifikan pada purchase intention. Green advertising berdampak positif dan signifikan pada environmental consciousness. Green advertising berdampak positif dan signifikan pada green attitude. Environmental consciousness terbukti memediasi secara parsial dampak green advertising pada purchase intention. Green attitude terbukti memediasi secara parsial dampak green advertising pada purchase intention.
References
Amin, S., & Tarun, M. T. (2021). Effect of consumption values on customers’ green purchase intention: a mediating role of green trust. Social Responsibility Journal, 17(8), 1320–1336. https://doi.org/10.1108/SRJ-05-2020-0191
Arifani, A. D., & Kuswati, R. (2025). The Role of Green Brand Positioning, Knowledge, and Attitude to Improve Green Product Purchase Intention. Proceeding ISETH (International Summit on Science, Technology, and Humanity).
Arifin, S. (2022). Pengaruh Halal Green Packaging, Green Halal Product, Halal Green Perceived Value Terhadap Green Purchase Intention. Jurnal Ilmiah Ekonomi Islam, 8(02), 1411–1424. https://doi.org/10.29040/jiei.v8i2.5559
Awan, U., Arnold, M. G., & Gölgeci, I. (2021). Enhancing green product and process innovation: Towards an integrative framework of knowledge acquisition and environmental investment. Business Strategy and the Environment, 30(2), 1283–1295. https://doi.org/10.1002/bse.2684
Ayu, T. D., & Kuswati, R. (2022). The Effect of Brand Image and Product Quality on Purchase Decision with Lifestyle as Mediating Variables (Empirical at the University of Muhammadiyah Surakarta Students). International Journal of Business Marketing and Management, 7(5).
Balaskas, S., Panagiotarou, A., & Rigou, M. (2023). Impact of Environmental Concern, Emotional Appeals, and Attitude toward the Advertisement on the Intention to Buy Green Products: The Case of Younger Consumer Audiences. Sustainability (Switzerland), 15(17). https://doi.org/10.3390/su151713204
Baltaci, D. Ç., Durmaz, Y., & Baltaci, F. (2024). The relationships between the multidimensional planned behavior model, green brand awareness, green marketing activities, and purchase intention. Brain and Behavior, 14(6). https://doi.org/10.1002/brb3.3584
Boehm, S., Carter, R., & Levin, K. (2022). IPCC Report 2022: How climate change impacts vulnerable countries.
Borah, P. S., Dogbe, C. S. K., & Marwa, N. (2024). Generation Z’s green purchase behavior: Do green consumer knowledge, consumer social responsibility, green advertising, and green consumer trust matter for sustainable development? Business Strategy and the Environment, 33(5), 4530–4546. https://doi.org/10.1002/bse.3714
BPLH, B. P. L. H. R. I. (2026). Rakornas pengelolaan sampah 2026: Menteri LH tegaskan transformasi total tata kelola sampah nasional.
Carrión-Bósquez, N., Veas-González, I., Naranjo-Armijo, F., Llamo-Burga, M., Ortiz-Regalado, O., Ruiz-García, W., Guerra-Regalado, W., & Vidal-Silva, C. (2024). Advertising and Eco-Labels as Influencers of Eco-Consumer Attitudes and Awareness—Case Study of Ecuador. Foods, 13(2). https://doi.org/10.3390/foods13020228
Çelik, Ç., & Durmaz, Y. (2025). The Mediating Role of Environmental Consciousness In The Effect Of Green Product Awareness On Consumer Purchase Intention. Adıyaman Üniversitesi Sosyal Bilimler Enstitüsü Dergis, 49, 382–406.
Costa, C. S. R., Costa, M. F. da, Maciel, R. G., Aguiar, E. C., & Wanderley, L. O. (2021). Consumer antecedents towards green product purchase intentions. Journal of Cleaner Production, 313. https://doi.org/10.1016/j.jclepro.2021.127964
de Sio, S., Zamagni, A., Casu, G., & Gremigni, P. (2022). Green Trust as a Mediator in the Relationship between Green Advertising Skepticism, Environmental Knowledge, and Intention to Buy Green Food. International Journal of Environmental Research and Public Health, 19(24). https://doi.org/10.3390/ijerph192416757
Febriandari, S. M., & Suryati. (2025). Pengaruh Green Product dan Green Advertising Terhadap Eco-Friendly Packaging Purchase Intention: Peran Mediasi Green Lifestyle dan Environmental Awareness Abstrak Pendahuluan. Jurnal Ilmu Ekonom, 8(3), 1053–1066.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hameed, F., Malik, I. A., & Hadi, N. U. (2023). Brand awareness and purchase intention in the age of digital communicatio : A moderated mediation model of celebrity endorsement and consumer attitude. Online Journal of Communication and Media Technologies, 13(2).
Hermalia, R. A., & Kuswati, R. (2025). The Effect of Green Intrinsic and Extrinsic Motivation on Green Product Purchase Behavior Mediated by Green Product Purchase Intention. Jurnal Manajemen Bisnis, 12(1), 12–24. https://doi.org/https://doi.org/10.33096/jmb.v12i1.1004
Hlaba, Z., & Shava, H. (2025). Consumer Attention, Green Attitude, and Climate Change Awareness in Green Purchase Behaviour: Insights from an Emerging Economy. Sustainability (Switzerland), 17(23). https://doi.org/10.3390/su172310859
Hutagaol, E., Wibowo, S. F., & Krissanya, N. (2026). Pengaruh Health Consciousness dan Environmental Consciousness Terhadap Purchase Intention Green Product The Body Shop di Kalangan Generasi Z Jakarta : Peran Moderasi Persepsi Harga. Jurnal Ilmiah Ekonomi Manajemen Bisnis Dan Akuntans, 3(1), 385–396.
Kim, N., & Lee, K. (2023). Environmental Consciousness, Purchase Intention, and Actual Purchase Behavior of Eco-Friendly Products: The Moderating Impact of Situational Context. International Journal of Environmental Research and Public Health, 20(7). https://doi.org/10.3390/ijerph20075312
Ktisti, E., Hatzithomas, L., & Boutsouki, C. (2022). Green Advertising on Social Media: A Systematic Literature Review. In Sustainability (Switzerland) (Vol. 14, Number 21). MDPI. https://doi.org/10.3390/su142114424
Li, D. (2025). Impact of green advertisement and environmental knowledge on intention of consumers to buy green products. BMC Psychology, 13(1). https://doi.org/10.1186/s40359-025-02538-x
Mubushar, M., Jaafar, N. B., & Rahim, R. A. (2020). The influence of corporate social responsibility activities on customer value co-creation: the mediating role of relationship marketing orientation. Spanish Journal of Marketing - ESIC, 24(3), 309–330. https://doi.org/10.1108/SJME-12-2019-0101
Neiba, & Singh, N. T. (2024). Effect of Green Marketing, Green Consumption Values and Green Marketing Approaches on Organic Purchase Intention: Evidence from the Manipur. International Review of Management and Marketing , 14(5), 18–31. https://doi.org/10.32479/irmm.16616
Novitalia, T. D., & Kuswati, R. (2025). Pengaruh Electronic Word Of Mouth Dan Brand Image Terhadap Niat Beli Konsumen Gen Z Pada Produk Kosmetik Yang Di Mediasi Brand Trust. Jurnal Ekuilnomi, 7(2), 473–482. https://doi.org/https://doi.org/10.36985/xg23qe72
Olfat, M. (2025). Consumers green attitudes and their green purchase intentions: the mediating role of consumer-green product congruence and a comparison. Corporate Communications: An Internatio nal Journal, 30(3), 503–525. https://doi.org/10.1108/CCIJ-08-2024-0150
Qiu, L., Jie, X., Wang, Y., & Zhao, M. (2020). Green product innovation, green dynamic capability, and competitive advantage: Evidence from Chinese manufacturing enterprises. Corporate Social Responsibility and Environmental Management, 27(1), 146–165. https://doi.org/10.1002/csr.1780
Rivera, H. J. P., & Barcellos-Paula, L. (2024). Personal Variables in Attitude toward Green Purchase Intention of Organic Products. Foods, 13(2). https://doi.org/10.3390/foods13020213
Sayal, A., & Pant, M. (2022). Examining the Moderating Effect of Green Product Knowledge on Green Product Advertising and Green Product Purchase Intention: A Study Using SmartPLS SEM Approach. International Journal of Asian Business and Information Management, 13(1), 1–16. https://doi.org/10.4018/IJABIM.316175
Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif dan R&D (Sutopo, Ed.; 2nd ed., Vol. 3). CV. Alfabeta.
Sun, Y., & Wang, S. (2020). Understanding consumers’ intentions to purchase green products in the social media marketing context. Asia Pacific Journal of Marketing and Logistics, 32(4), 860–878. https://doi.org/10.1108/APJML-03-2019-0178
Szabo, S., & Webster, J. (2021). Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions. Journal of Business Ethics, 171(4), 719–739. https://doi.org/10.1007/s10551-020-04461-0
Tan, C. N. L., Ojo, A. O., & Thurasamy, R. (2019). Determinants of green product buying decision among young consumers in Malaysia. Young Consumers, 20(2). https://doi.org/10.1108/YC-12-2018-0898
UNEP, U. N. R. I. C. for W. E. (2025). UNRIC Library Backgrounder: Plastic Pollution.
Wang, J., & Li, A. (2022). The Impact of Green Advertising Information Quality Perception on Consumers’ Response: An Empirical Analysis. Sustainability, 14(1).
Wang, J., Pham, T. L., & Dang, V. T. (2020). Environmental consciousness and organic food purchase intention: A moderated mediation model of perceived food quality and price sensitivity. International Journal of Environmental Research and Public Health, 17(3). https://doi.org/10.3390/ijerph17030850
Yen, N. T. H., & Hoang, D. P. (2023). The formation of attitudes and intention towards green purchase: An analysis of internal and external mechanisms. Cogent Business and Management, 10(1). https://doi.org/10.1080/23311975.2023.2192844
Zhafran, F. T. (2025). Pengaruh Environmental Sustainability Government Initiatives terhadap Green Practices, Environmental Awareness, dan Environmental Consciousness pada Skincare. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 03(02), 252–261.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Muhammad Irfan Rivai Zaky Arham, Rini Kuswati
This work is licensed under a Creative Commons Attribution 4.0 International License.
