FAKTOR-FAKTOR YANG MEMPENGARUHI SIKAP SKEPTIS KONSUMEN TERHADAP GREEN ADVERTISING
MASHURI, AHMAD SYALTUT (Adv.: Yulia Arisnani, MBA., Ph.D), Yulia Arisnani, MBA., Ph.D
Isu lingkungan menjadi isu yang penting bagi masyarakat belakangan ini. Adanya perubahan sikap masyarakat terhadap lingkungan tersebut disambut oleh pemasar dengan mempromosikan produk-produk yang mereka jual dengan klaim ramah lingkungan.
Namun pada kenyataannya sikap peduli masyarakat terhadap lingkungan belum dicerminkan dengan adanya perubahan pada pola konsumsi mereka. Masih banyak konsumen yang mengaku peduli terhadap lingkungan namun tidak memilih untuk membeli produk yang dipromosikan sebagai produk green.
Penelitian-penelitian yang terdahulu mendapati bahwa kurang diterimanya produk green di pasar ini disebabkan oleh adanya sikap skeptis konsumen terhadap green advertising. Sikap skeptis konsumen disebabkan oleh berbagai variabel, yaitu sikap peduli terhadap lingkungan, perilaku konservasi, dan perilaku pembelian. Penelitian ini bertujuan untuk menguji pengaruh dari variabel yang dijelaskan sebelumnya kepada sikap skeptis konsumen terhadap green advertising.
Hasil penelitian ini menunjukkan bahwa variabel sikap peduli terhadap lingkungan dan perilaku pembelian memiliki pengaruh positif yang signifikan pada sikap skeptis konsumen terhadap green advertising. Sedangkan variabel perilaku konservasi, meskipun memiliki pengaruh positif pada sikap skeptis konsumen terhadap green advertising, tidak memiliki pengaruh yang signifikan.
Lately environmental issues are regarded as more and more important by society. Changes in societyÂ’s behavior regarding environmental issues were responded by marketers by promoting their products, claiming that their products are beneficial to the environment.
However consumers attitude toward environment has not yet been demonstrated by changes in their consumption behavior. There are still a lot of consumers who claimed that they care about environment, yet did not choose to buy products that are marketed as green.
Previous researches found that the lack of success enjoyed by green products in the market was caused by skepticism showed by consumers towards green advertising. Consumers skepticism is caused by a number of variables, which include someones attitude towards the environment, conservation behavior, and buying behavior. This research was done with the purpose of testing the influence of the mentioned variables toward consumers skepticism to green advertising.
The findings of this research show that the variables someones attitude towards the environment and buying behavior have positive and significant influence toward consumers skepticism to green advertising. Meanwhile, the variable conservation behavior was also found having positive influence towards consumers skepticism to green advertising, but the influence is insignificant.
Kata Kunci : : environment, buying behavior, conservation behavior, skepticism, green advertising, , sikap peduli terhadap lingkungan, perilaku konservasi, perilaku pembelian, sikap skeptis.
