PERILAKU KONSUMEN HIJAU PADA REMAJA : STUDI DI DAERAH ALIRAN SUNGAI CITARUM JAWA BARAT INDONESIA

Sam'un Jaja Raharja, Arianis Chan

Abstrak


The Citarum Watershed is one of the rivers most affected by environmental pollution. To overcome this problem, people are encouraged to change their lifestyles by choosing environmentally friendly products or services. This study aims to analyze the behavior of environmentally friendly consumption among young people. Primary data collection was carried out by distributing questionnaires to 270 respondents as a sample of high school students in the Citarum Watershed in West Bandung Regency, West Java, Indonesia. Data analysis was conducted using SEM with the variance approach. This study found that young people's perceptions about the importance of green consumer behavior practices and their willingness to buy green products are related to attitudes towards the environment, the seriousness of environmental problems, and knowledge of environmental problems. Environmental Knowledge Problems are the strongest predictor of a desire to buy green products, followed by Consumer Attitude. The lowest predictor is Perceived Seriousness of Environmental Problems.

 

Sungai Citarum merupakan salah satu sungai yang paling terkena dampak pencemaran lingkungan. Untuk mengatasi masalah ini, masyarakat didorong untuk mengubah gaya hidup dengan memilih produk atau jasa yang ramah lingkungan. Penelitian ini bertujuan untuk menganalisis perilaku konsumsi ramah lingkungan di kalangan anak muda. Pengumpulan data primer dilakukan dengan menyebarkan kuesioner kepada 270 responden sebagai sampel siswa SMA di DAS Citarum Kabupaten Bandung Barat, Jawa Barat, Indonesia. Analisis data dilakukan dengan menggunakan SEM dengan pendekatan varians. Studi ini menemukan bahwa persepsi kaum muda tentang pentingnya praktik perilaku konsumen hijau dan kesediaan mereka untuk membeli produk hijau terkait dengan sikap terhadap lingkungan, keseriusan masalah lingkungan, dan pengetahuan tentang masalah lingkungan. Masalah Pengetahuan Lingkungan adalah prediktor terkuat dari keinginan untuk membeli produk ramah lingkungan, diikuti oleh Sikap Konsumen. Prediktor terendah adalah Persepsi atas Keseriusan Masalah Lingkungan.



Kata Kunci


perilaku konsumen; perilaku konsumen hijau; DAS Citarum

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Referensi


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DOI: https://doi.org/10.24198/adbispreneur.v6i3.35290

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