Dampak Nilai Konsumsi, Utilitas Akuisisi, dan Utilitas Transaksi terhadap Niat Beli dan Perilaku Pembelian Produk Ramah Lingkungan di Indonesia
Abstract
Kata Kunci: Consumption Values, Green Products, Transaction Utility, Acquisition Utility, Consumption Behavior
Abstract
This study was carried out to examine the impact of five consumption values (ie ecological, functional, symbolic, experiential and epistemic) on consumers' intention to purchase green products and their consumption behavior. In addition, the author also uses Thaler's utility theory to determine the indirect effect of acquisition utility and transaction utility on purchase and behavior intention. The author conducted a non-probability sampling survey with purposive sampling technique to the general public using google form with 200 respondents. The hypothetical relationship in the proposed model was tested using structural equation modeling (SEM). Findings, 6 of the 11 constructed hypotheses were confirmed. Conclusion, Indonesian green product companies need to pay attention to functional value, experiential value and perform a systematic utility analysis in formulating company strategy.
Keywords: Consumption Values, Green Products, Transaction Utility, Acquisition Utility, Consumption Behavior
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DOI: https://doi.org/10.37531/sejaman.v6i1.3347
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