INTENSI PEMBELIAN HIJAU (GREEN PURCHASING): KERANGKA TEORI SOSIALISASI KONSUMEN DAN PERAN MODERASI KEBUTUHAN AKAN KEUNIKAN KONSUMEN

Rahmat Syarif, Andi Jamiati Paramita

Abstract


The development of economic and human activities have brought some detrimental effects on environment. This phenomenon then raises the people awareness to take action on preserving environment by buying and consuming green products that have less negative impact on environment. Through the perspective of consumer socialization approach, this current study has explored whether peer communication, green advertising, and eWOM in social media have an influence on consumer’s green purchase intention as well as examined the moderation effect of consumer’s need for uniqueness. By using an online survey with purposive sampling method, 267 responses have been collected and analysed by SEM PLS approach through SmartPLS software. This study founds that while 1) peer communication has a non-significant correlation to green purchase intention, 2) green advertisement and 3) eWOM in social media significantly and positively influence the consumer’s green purchase intention. However, it is also found that need for uniqueness does not have a moderation effect on 4) peer communication, 5) green advertisement, and 6) eWOM in social media. Some managerial implications and recommendations for future research are also elaborated in this research.


Keywords


Green Purchase Intention;Peer Communication;Green Advertisement;eWOM;need for uniqueness;consumer socialization

Full Text:

PDF

References


Amaliah, A. N. S., Jannah, M., & Sari, N. D. R. (2022). Consumer Green Purchases in the New Normal Condition of The Covid-19 Pandemic. Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences, 5(3).

Bailey, A. A., Mishra, A., & Tiamiyu, M. F. (2016). Green advertising receptivity: An initial scale development process. Journal of Marketing Communications, 22(3), 327–345.

Beaudoin, C. E. (2014). The Mass Media and Adolescent Socialization. Journalism & Mass Communication Quarterly, 91(3), 544–561.

Bougie, R., & Sekaran, U. (2020). Research methods for business : a skill-building approach (Eighth edi). John Wiley & Sons, Inc.

Chairy. (2012). Spirituality, Self Transcendence, and Green Purchase Intention in College Students. Procedia - Social and Behavioral Sciences, 57, 243–246.

Chekima, B., Chekima, S., Syed Khalid Wafa, S. A. W., Igau, O. A., & Sondoh, S. L. (2016). Sustainable consumption: the effects of knowledge, cultural values, environmental advertising, and demographics. International Journal of Sustainable Development & World Ecology, 23(2), 210–220.

Chen, T. B., & Chai, L. T. (2010). Attitude towards the environment and green products: Consumer’s perspective. Management Science and Engineering, 4(2), 27–39.

Chinchanachokchai, S., & de Gregorio, F. (2020). A consumer socialization approach to understanding advertising avoidance on social media. Journal of Business Research, 110(February 2019), 474–483.

Chu, S.-C., & Choi, S. M. (2011). Electronic Word-of-Mouth in Social Networking Sites: A Cross-Cultural Study of the United States and China. Journal of Global Marketing, 24(3), 263–281.

Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75.

Chu, S.-C., & Sung, Y. (2015). Using a consumer socialization framework to understand electronic word-of-mouth (eWOM) group membership among brand followers on Twitter. Electronic Commerce Research and Applications, 14(4), 251–260.

Chu, S. C., & Kim, Y. (2011). Determinants of consumer engagement in electronic Word-Of-Mouth (eWOM) in social networking sites. International Journal of Advertising, 30(1), 47–75.

Costa Pinto, D., Nique, W. M., Maurer Herter, M., & Borges, A. (2016). Green consumers and their identities: how identities change the motivation for green consumption. International Journal of Consumer Studies, 40(6), 742–753.

Dagher, G. K., & Itani, O. (2014). Factors influencing green purchasing behaviour: Empirical evidence from the Lebanese consumers. Journal of Consumer Behaviour, 13(3), 188–195.

de Gregorio, F., & Sung, Y. (2010). Understanding Attitudes Toward and Behaviors in Response to Product Placement. Journal of Advertising, 39(1), 83–96.

Delafrooz, N., Rahmati, Y., & Abdi, M. (2019). The influence of electronic word of mouth on Instagram users: An emphasis on consumer socialization framework. Cogent Business & Management, 6(1), 1606973.

Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55.

Ghozali, I. (2021). Structural equation modeling dengan metode alternatif partial least square (PLS) (5th ed.). Badan Penerbit Universitas Diponegoro.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (Second edi). Sage.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38–52.

Hoornweg, D., & Bhada-Tata, P. (2012). What a waste: A global review of solid waste management. In Urban Development Series – Knowledge Papers.

Irmak, C., Vallen, B., & Sen, S. (2010). You Like What I Like, but I Don’t Like What You Like: Uniqueness Motivations in Product Preferences. Journal of Consumer Research, 37(3), 443–455.

Jahanshahi, A. A., & Jia, J. (2018). Purchasing green products as a means of expressing consumers’ uniqueness: Empirical evidence from Peru and Bangladesh. Sustainability (Switzerland), 10(11).

Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41(August 2017), 60–69.

Joshi, Y., & Rahman, Z. (2015a). Factors Affecting Green Purchase Behaviour and Future Research Directions. In International Strategic Management Review (Vol. 3, Issues 1–2). Holy Spirit University of Kaslik.

Joshi, Y., & Rahman, Z. (2015b). Factors Affecting Green Purchase Behaviour and Future Research Directions. International Strategic Management Review, 3(1–2), 128–143.

Kim, Y. (2011). Understanding Green Purchase : The Influence of Collectivism , Personal Values and Environmental Attitudes , and the Moderating Effect of Perceived Consumer Effectiveness. Seoul Journal of Business, 17(1), 65–92.

Köhler, C. F., Rohm, A. J., de Ruyter, K., & Wetzels, M. (2011). Return on Interactivity: The Impact of Online Agents on Newcomer Adjustment. Journal of Marketing, 75(2), 93–108.

Kozinets, R. V, de Valck, K., Wojnicki, A. C., & Wilner, S. J. . (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing, 74(2), 71–89.

Lee, B., Salmon, C. T., & Paek, H.-J. (2007). The Effects Of Information Sources On Consumer Reactions To Direct-to-Consumer (DTC) Prescription Drug Advertising: A Consumer Socialization Approach. Journal of Advertising, 36(1), 107–119.

Leong, C.-M., Loi, A. M.-W., & Woon, S. (2021). The influence of social media eWOM information on purchase intention. Journal of Marketing Analytics, 10(2). 145–157.

Litvine, D., & Wüstenhagen, R. (2011). Helping “light green” consumers walk the talk: Results of a behavioural intervention survey in the Swiss electricity market. Ecological Economics, 70(3), 462–474.

Mahdi, M. I. (2022). Indonesia Hasilkan 21,88 Juta Ton Sampah pada 2021. Kata Data Indonesia.

Moschis, G. P., & Churchill, G. A. (1978). Consumer Socialization: A Theoretical and Empirical Analysis. Journal of Marketing Research, 15(4), 599.

Mukhopadhyay, A., & Yeung, C. W. M. (2010). Building Character: Effects of Lay Theories of Self-Control on the Selection of Products for Children. Journal of Marketing Research, 47(2), 240–250.

Muralidharan, S., Rejón-Guardia, F., & Xue, F. (2016). Understanding the green buying behavior of younger Millennials from India and the United States: A structural equation modeling approach. Journal of International Consumer Marketing, 28(1), 54–72.

Natakoesoemah, S., & Adiarsi, G. R. (2020). The Indonesian Millenials Consumer Behaviour on Buying Eco-Friendly Products : The Relationship Between Environmental Knowledge and Perceived Consumer Effectiveness. International Journal of Multicultural and Multireligious Understanding, 7(9), 292–302.

Rahbar, E., & Abdul Wahid, N. (2011). Investigation of green marketing tools’ effect on consumers’ purchase behavior. Business Strategy Series, 12(2), 73–83.

Saha, M., & Sahney, S. (2021). Exploring the relationships between socialization agents, social media communication, online shopping experience, and pre-purchase search: a moderated model. Internet Research, ahead-of-p(ahead-of-print).

Sancho, F. M., Miguel, M. J., & Aldás, J. (2011). Factors influencing youth alcohol consumption intention. Journal of Social Marketing, 1(3), 192–210.

Sarstedt, M., Ringle, C. M., & Hair, J. F. (2021). Partial Least Squares Structural Equation Modeling. In Handbook of Market Research (pp. 1–47). Springer International Publishing.

Singh, N., Chao, M. C. H., & Kwon, I.-. G. (2006). A multivariate statistical approach to socialization and consumer activities of young adults: A cross-cultural study of ethnic groups in america. Marketing Management Journal, 16(2), 67–80.

Sun, Y., Luo, B., Wang, S., & Fang, W. (2021). What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco-labeled products? Business Strategy and the Environment, 30(1), 694–704.

Sun, Y., & Xing, J. (2022). The Impact of Social Media Information Sharing on the Green Purchase Intention among Generation Z. Sustainability, 14(11), 6879.

Syarif, R., & Malik, A. J. (2022). Pengaruh komunikasi sejawat, relasi dan sikap terhadap merek, dan perilaku penggunaan instagram terhadap electronic word-of-mouth di instagram. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, Vol 7, No 1 (2022): Februari, 132–146.

Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers’ Need for Uniqueness: Scale Development and Validation. Journal of Consumer Research, 28(1), 50–66.

Tien, D. H., Amaya Rivas, A. A., & Liao, Y. K. (2019). Examining the influence of customer-to-customer electronic word-of-mouth on purchase intention in social networking sites. Asia Pacific Management Review, 24(3), 238–249.

Tu, J. C., Kao, T. F., Tu, Y. C., & Chen, H. Y. (2011). Influences of Product Involvement, Environmental Message and Green Advertising Appeals on Consumers’ Attitudes towards Advertising. Journal of Business Research, 5(1–2), 1–18.

Tunçel, N. (2022). Intention to purchase electric vehicles: Evidence from an emerging market. Research in Transportation Business & Management, 43, 100764.

Wang, X., Yu, C., & Wei, Y. (2012). Social Media Peer Communication and Impacts on Purchase Intentions: A Consumer Socialization Framework. Journal of Interactive Marketing, 26(4), 198–208.

Ward, S. (1974). Consumer Socialization. Journal of Consumer Research, 1(2), 1.

Wee, C. S., Ariff, M. S. B. ., Zakuan, N., Tajudin, M. N. ., Ismail, K., & Ishak, N. (2014). Consumers perception, purchase intention, and actual purchase behaviour of organic food products. Review of Integrative Business and Economic Research, 3(2), 378–397.




DOI: https://doi.org/10.24815/jimen.v7i4.22739

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

 

Tim Redaksi:

Jurusan Manajemen Fakultas Ekonomi dan Bisnis, Universitas Syiah Kuala

Lantai II Gedung Induk

Darussalam, Banda Aceh, 2311

email: jim.manajemen@feb.usk.ac.id

 
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.