AN ANALYSIS OF CONSUMERS INTENTION TO BRING THEIR OWN SHOPPING BAGS

SHEENA TATIANA G. R., Yulia A. Widyaningsih, MBA, Ph.D.

2017 | Tesis | S2 Manajemen

Beberapa tahun terakhir, kekhawatiran mengenai masalah lingkungan dan sikap konsumen terhadap lingkungan meningkat. Penelitian ini meneliti suatu model yang mewakili hubungan evaluasi deontologis, evaluasi teleologis, penilaian etika dan niat konsumen Indonesia dan Eropa membawa tas belanja sendiri saat mengunjungi supermarket. Penelitian ini menggunakan sampel sebanyak 210 responden Indonesia dan 51 responden Eropa. Analisis regresi digunakan untuk menguji hipotesis. Hasil analisis menjelaskan bahwa evaluasi deontologis dan evaluasi teleologis berpengaruh dalam menentukan penilaian etika konsumen Indonesia, juga penilaian etika berpengaruh terhadap niat konsumen Indonesia untuk membawa tas belanja. Sebaliknya, evaluasi deontologis dan evaluasi teleologis tidak berpengaruh dalam penilaian etika konsumen Eropa atau niat untuk membawa tas belanja. Sebagai tanggapan terhadap keseluruhan temuan penelitian ini, beberapa rekomendasi dibuat

In recent years, there is growing environmental concerns and consumer attitudes towards practice environmental behaviour. This study aims to examine a model that represents the relationship of deontological evaluation, teleological evaluation, and ethical judgment with intention of Indonesian and European consumers bring their own shopping bags when visiting a supermarket. This research uses sample from 210 Indonesian respondents and 51 European respondents. The regression analysis was applied to test the hypotheses. The analysis result confirms that the deontological evaluation and teleological evaluation are significant in determining Indonesian respondents ethical judgment, also the ethical judgment is significant toward Indonesian intention to bring shopping bag. Otherwise, the deontological evaluation and teleological evaluation are not significant in determining European respondents ethical judgment or European intentions to bring shopping bag. In response to the overall findings of the study, several recommendations were made.

Kata Kunci : perilaku hijau konsumen, konsep etis, evaluasi deontologis, evaluasi teleologis, penilaikan etika / green consumer behavior, ethical concept, deontological evaluation, teleological evaluation, ethical judgment