Determinan Perilaku Pembelian Ekologis dan Konsekuensinya Terhadap Lingkungan: Perspektif Konsumen di Kota Pekanbaru Berdasarkan Kolektivisme, Perhatian Terhadap Lingkungan, Efektivitas Konsumen dan Kesediaan Membayar 1
Abstract Determinants of Ecological Purchase Behavior and the Consequences of the Environment: Customer Perspectives in the Pekanbaru City Based on Collectivism, Attention to the Environment, and the Effectiveness of Customer Willingness to Pay The purpose of this study is to examine the determinants of ecologically purchase behavior. Understanding of these factors is important to know the buying behavior of people who can contribute to the environmental rescue. Based on the scale developed from a variety of previous research, this study examines the effect of collectivism, environmental concern, perceived onsumer, and willingness to pay more towards ecological buying behavior in Pekanbaru. Data was collected using questionnaires, then analyzed using Structural Equation Modeling. The research proves that collectivism affect environmental concerns and perceived consumer effectiveness. Furthermore, environmental concerns affect the willingness to pay higher prices. behavior. However, in this study the effect of collectivism and willingness to pay more toward ecologically communications program precisely and in accordance with customer expectations, while for the government, the results of this study can be used as input to determine the policies that can save the environment. Keywords Collectivism, Environmental Cconcern, Willingness to Pay More, Perceived Consumer Effectiveness, Green Purchase Behavior.
Pendahuluan
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Pengertian Perilaku Pembelian Ekologis
et. al.
Environmental Consciousness
Collectivism
Julina: Determinan Perilaku Pembelian Ekologis dan Konsekuensinya Terhadap Lingkungan: Perspektif Konsumen di Kota...
Perceived Consumer Effectivenes
Kolektivisme (Collectivism) Evironmental Consciousness
Environmental Knowledge
et al,
Perhatian Terhadap Lingkungan (Environmental Concern)
Kutubkhanah, Vol. 16 No. 2 Juli – Desember 2013
Model Konseptual dan Hipotesis Efektivitas Konsumen yang Dipersepsikan (Perceived Consumer Effectiveness)
Gambar 1 Konsumen yang dipersepsikan H2
Perilaku Pembelian Ekologis H1
Kesediaan membayar lebih mahal (Willingnes to Pay more)
et al.
et al.
Perhatian terhadap Lingkungan
H5
Kesediaan
Julina: Determinan Perilaku Pembelian Ekologis dan Konsekuensinya Terhadap Lingkungan: Perspektif Konsumen di Kota...
Structural Equation Modelling
Hasil Penelitian dan Pembahasan
Metode Penelitian
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Analisis Deskriptif
Tabel 1
Tabel 3
Tabel 2
Tabel 4
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3. Evaluasi atas kriteria Goodness-of Fit goodness of Tabel 5 Perilaku Ekologis
dan parsimonious
chi-square statistics GFI, dan RMSEA. measures.
CMIN),
null model. measures dan CFI.
Analisis Structural Equation Modelling
AGFI
dengan Structural Equation Modelling normed chisquare (CMIN/ DF).
1. Uji Kecukupan Sampel et. all.
cut of chi-square
value estimated parameter
estimated
parameter et al,
chi-square
chi-square
2. Uji Normalitas
z value Critical Ratio
chi-square
RMSEA, dan CMIN/DF; AGFI, GFI, TLI, NFI dan CFI
multivariate dengan cut of value
4. Asumsi Outliers maximum likelihood estimate robust,
Outliers
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et. al mahalanobis
Outliers distance
df
Regression Weight Ekologis
<---
Ekologis
<---
Kesediaan
Ekologis
<---
Perhatian
Estimate
.120
path
mahalanobis distance outliers multivariate outliers multivariate outliers
outliers
mahalanobis distance outliers outliers
outliers outliers,
outliers regression weights outliers
5. Evaluasi Hubungan Kausalitas
et. al., regression weight
Tabel 6 Regression Weight Perhatian <---
Estimate
<--Kesediaan
<---
Ekologis
<---
122
Perhatian -.212
S.E.
C.R.
S.E.
C.R.
Julina: Determinan Perilaku Pembelian Ekologis dan Konsekuensinya Terhadap Lingkungan: Perspektif Konsumen di Kota...
Sanitary
Konsekuensi Perilaku Pembelian Ekologis terhadap Lingkungan di Kota Pekanbaru
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Catatan: (Endnotes) Kesimpulan Daftar Referensi British Food Journal.
British Food Journal.
Journal of International and Cross Cultural Studies
Julina: Determinan Perilaku Pembelian Ekologis dan Konsekuensinya Terhadap Lingkungan: Perspektif Konsumen di Kota...
Social Indicators Research.
Advances in Consumer Research Volume
Journal of Consumer Marketing
Information Management and Business Research Multivariate Data Analysis
British Food Journal
Management
Science
and
Engineering
and Business
VNU Journal of Economics . 2, British Food Journal
British Food Journal
British Food Journal
Journal of Environmental Psychology
Bisnis Pengantar
European Psychologist. Journal of Cross-Culture Psychology
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Advances in Consumer Research Proceeding of FIKUSZ’s 10 Symposium for Young Researcher PsychNology Journal British Food Journal. British Food Journal. International Journal of Behavioral Science British Food Journal Tourism and Hospitality Research.
British Food Journal. British Food Journal Human Ecology Review Metode Riset untuk Bisnis & Ekonomi: Bagaimana Meneliti dan Menulis Tesis Psychology & Marketing The 2012 International Conference on Business and Management,
KINERJA
British Food Journal.
