Determinan Perilaku Pembelian Ekologis dan Konsekuensinya Terhadap Lingkungan: Perspektif Konsumen di Kota Pekanbaru Berdasarkan Kolektivisme, Perhatian Terhadap Lingkungan, Efektivitas Konsumen dan Kesediaan Membayar 1 Abstract Determinants of Ecological Purchase Behavior and the Consequences of the Environment: Customer Perspectives in the Pekanbaru City Based on Collectivism, Attention to the Environment, and the Effectiveness of Customer Willingness to Pay The purpose of this study is to examine the determinants of ecologically purchase behavior. Understanding of these factors is important to know the buying behavior of people who can contribute to the environmental rescue. Based on the scale developed from a variety of previous research, this study examines the effect of collectivism, environmental concern, perceived onsumer, and willingness to pay more towards ecological buying behavior in Pekanbaru. Data was collected using questionnaires, then analyzed using Structural Equation Modeling. The research proves that collectivism affect environmental concerns and perceived consumer effectiveness. Furthermore, environmental concerns affect the willingness to pay higher prices. behavior. However, in this study the effect of collectivism and willingness to pay more toward ecologically communications program precisely and in accordance with customer expectations, while for the government, the results of this study can be used as input to determine the policies that can save the environment. Keywords Collectivism, Environmental Cconcern, Willingness to Pay More, Perceived Consumer Effectiveness, Green Purchase Behavior. Pendahuluan 115
Kutubkhanah, Vol. 16 No. 2 Juli Desember 2013 Pengertian Perilaku Pembelian Ekologis et. al. Consciousness Environmental Collectivism
Julina: Determinan Perilaku Pembelian Ekologis dan Konsekuensinya Terhadap Lingkungan: Perspektif Konsumen di Kota... Perceived Consumer Effectivenes Kolektivisme (Collectivism) Consciousness Evironmental Knowledge Environmental et al, Perhatian Terhadap Lingkungan (Environmental Concern)
Kutubkhanah, Vol. 16 No. 2 Juli Desember 2013 Model Konseptual dan Hipotesis Efektivitas Konsumen yang Dipersepsikan (Perceived Consumer Effectiveness) Gambar 1 H2 Konsumen yang dipersepsikan Perilaku Pembelian Ekologis H1 Kesediaan membayar lebih mahal (Willingnes to Pay more) Perhatian terhadap Lingkungan H5 Kesediaan et al. et al.
Julina: Determinan Perilaku Pembelian Ekologis dan Konsekuensinya Terhadap Lingkungan: Perspektif Konsumen di Kota... Structural Equation Modelling Hasil Penelitian dan Pembahasan Metode Penelitian
Kutubkhanah, Vol. 16 No. 2 Juli Desember 2013 Analisis Deskriptif Tabel 1 Tabel 3 Tabel 2 Tabel 4 120
Julina: Determinan Perilaku Pembelian Ekologis dan Konsekuensinya Terhadap Lingkungan: Perspektif Konsumen di Kota... Tabel 5 Perilaku Ekologis 3. Evaluasi atas kriteria Goodness-of Fit goodness of dan parsimonious Analisis Structural Equation Modelling dengan Structural Equation Modelling chi-square statistics GFI, dan RMSEA. measures. model. measures dan CFI. CMIN), null AGFI 1. Uji Kecukupan Sampel DF). normed chisquare (CMIN/ all. et. value cut of chi-square parameter estimated parameter estimated et al, chi-square chi-square 2. Uji Normalitas chi-square multivariate z value Critical Ratio RMSEA, dan CMIN/DF; AGFI, GFI, TLI, NFI dan CFI dengan cut of value maximum likelihood estimate robust, 4. Asumsi Outliers Outliers 121
Kutubkhanah, Vol. 16 No. 2 Juli Desember 2013 Outliers distance df et. al mahalanobis Regression Weight Estimate S.E. C.R. Ekologis <--- Ekologis <--- Kesediaan.120 Ekologis <--- Perhatian path mahalanobis distance multivariate multivariate mahalanobis distance, regression weights 5. Evaluasi Hubungan Kausalitas et. al., regression weight Tabel 6 Regression Weight Estimate S.E. C.R. Perhatian <--- <--- Kesediaan <--- Perhatian Ekologis <--- -.212 122
Julina: Determinan Perilaku Pembelian Ekologis dan Konsekuensinya Terhadap Lingkungan: Perspektif Konsumen di Kota... Sanitary Konsekuensi Perilaku Pembelian Ekologis terhadap Lingkungan di Kota Pekanbaru
Kutubkhanah, Vol. 16 No. 2 Juli Desember 2013 Catatan: (Endnotes) Kesimpulan Daftar Referensi British Food Journal. British Food Journal. Journal of International and Cross Cultural Studies
Julina: Determinan Perilaku Pembelian Ekologis dan Konsekuensinya Terhadap Lingkungan: Perspektif Konsumen di Kota... Indicators Research. Social Consumer Research Volume Advances in Consumer Marketing Journal of Information Management and Business Research Multivariate Data Analysis Food Journal British Engineering Management Science and VNU Journal of Economics and Business. 2, British Food Journal Journal British Food British Food Journal Bisnis Pengantar of Environmental Psychology Journal Cross-Culture Psychology Journal of European Psychologist. 125
Kutubkhanah, Vol. 16 No. 2 Juli Desember 2013 Advances in Consumer Research Journal PsychNology Proceeding of FIKUSZ s 10 Symposium for Young Researcher British Food Journal. British Food Journal. Behavioral Science International Journal of British Food Journal Tourism and Hospitality Research. British Food Journal. British Food Journal Metode Riset untuk Bisnis & Ekonomi: Bagaimana Meneliti dan Menulis Tesis The 2012 International Conference on Business and Management, Marketing Human Ecology Review Psychology & KINERJA Journal. British Food