Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 8 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

PENGARUH ELECTRONIC WORD OF MOUTH DAN ENVIRONMENTAL CONCERN TERHADAP GREEN PURCHASE INTENTION MELALUI ATTITUDE TOWARD GREEN PRODUCT SEBAGAI VARIABEL MEDIASI PADA PRODUK SEPATU LOKAL BERKELANJUTAN

PDF
  • Ibnu Haiban,
  • Setyo Ferry Wibowo,
  • Meta Bara Berutu
Ibnu Haiban
Universitas Negeri Jakarta
Setyo Ferry Wibowo
Universitas Negeri Jakarta
Meta Bara Berutu
Universitas Negeri Jakarta
DOI: https://doi.org/10.2238/18ne1961

Published 2026-07-13

Keywords

  • electronic word of mouth,
  • environmental concern,
  • attitude toward green product,
  • green purchase intention,
  • sustainable local footwear products,
  • sepatu lokal berkelanjutan
    • ...More
    Less

How to Cite

PENGARUH ELECTRONIC WORD OF MOUTH DAN ENVIRONMENTAL CONCERN TERHADAP GREEN PURCHASE INTENTION MELALUI ATTITUDE TOWARD GREEN PRODUCT SEBAGAI VARIABEL MEDIASI PADA PRODUK SEPATU LOKAL BERKELANJUTAN. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/18ne1961

Abstract

This study aims to examine the influence of electronic word of mouth (eWOM) and environmental concern on the green purchase intention of sustainable local footwear products through attitude toward green product as a mediating variable. This study employed a quantitative approach using an online survey method. The unit of analysis in this study consisted of individuals who had the intention to purchase sustainable local footwear products. Data were collected from 200 respondents through questionnaire distribution using a purposive sampling technique. Data were analyzed using Structural Equation Modeling (SEM) with the assistance of AMOS 26. The results indicate that environmental concern has a positive effect on green purchase intention and attitude toward green product. In contrast, eWOM has no effect on green purchase intention or attitude toward green product. The findings also indicate that attitude toward green product has no effect on green purchase intention. The mediation analysis reveals that attitude toward green product does not mediate the influence of eWOM or environmental concern on green purchase intention. This study concludes that consumers' concern for environmental issues is the primary factor driving their intention to purchase sustainable local footwear products. Business practitioners are encouraged to enhance consumer education and campaigns regarding the importance of sustainability issues. Future researchers are recommended to include additional variables and expand the research object to improve the generalizability of the findings. Penelitian ini bertujuan untuk menganalisis pengaruh electronic word of mouth (eWOM) dan environmental concern terhadap green purchase intention produk sepatu lokal berkelanjutan melalui attitude toward green product sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei daring. Unit analisis dalam penelitian ini adalah individu yang memiliki niat membeli produk sepatu lokal berkelanjutan. Data diperoleh dari 200 responden melalui penyebaran kuesioner dengan teknik purposive sampling. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan AMOS 26. Hasil penelitian menunjukkan bahwa environmental concern berpengaruh positif terhadap green purchase intention dan attitude toward green product. Sebaliknya, eWOM tidak berpengaruh terhadap green purchase intention maupun attitude toward green product. Penelitian ini juga menunjukkan bahwa attitude toward green product tidak berpengaruh terhadap green purchase intention. Hasil uji mediasi menunjukkan bahwa attitude toward green product tidak mampu memediasi pengaruh eWOM maupun environmental concern terhadap green purchase intention. Penelitian ini menyimpulkan bahwa kepedulian konsumen terhadap lingkungan menjadi faktor utama yang mendorong niat membeli produk sepatu lokal berkelanjutan. Pelaku usaha disarankan meningkatkan edukasi dan kampanye mengenai pentingnya isu keberlanjutan. Peneliti selanjutnya disarankan menambahkan variabel lain serta memperluas objek penelitian agar hasil penelitian dapat digeneralisasikan.
PDF

References

  1. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
  2. Aprisindo. (2024). APRISINDO Hadiri FGD Peningkatan Daya Saing Industri Alas Kaki Nasional. Aprisindo.
  3. Arief, A. (2022). Indonesia Ekspor Ribuan Sepatu Nike ke Belanda. Katadata.co.id.
  4. Badan Pusat Statistik. (2023). Provinsi DKI Jakarta Dalam Angka 2023.
  5. Bank Indonesia. (2025). Transaksi E-commerce Indonesia 2019–2024.
  6. Borusiak, B., Szymkowiak, A., Lopez-Lluch, D., & Sanchez-Bravo, P. (2021). The role of environmental concern in explaining attitude towards second-hand shopping. Entrepreneurial Business and Economics Review, 9(2), 71–83.
  7. Cai, S., Liu, Y., Aduldecha, S., & Junaidi, J. (2025). Leveraging customer green behavior toward green marketing mix and electronic word-of-mouth. Sustainability, 17(6), 2360.
  8. Chang, C.-T., & Hung, M.-F. (2023). Mind the gap: Analyzing factors associated with consumers' single-use product reduction. Sustainable Production and Consumption, 36, 75–87.
  9. Creswell, J., & Creswell, D. (2022). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (6th ed.). SAGE Publications.
  10. Handojo, R., Evania, Y., & Tedjokoesoemo, P. E. D. (2023). Combination of zero waste patterns to maximize multi fabric and wastra nusantara applications. International Journal of Global Optimization and Its Application, 2(3), 179–191.
  11. Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis (7th ed.).
  12. Hernández-Alemán, A., Cruz-Pérez, N., & Santamarta, J. C. (2024). The average direct, indirect and total effects of environmental concern on pro-environmental behavior. Land, 13(8), 1229.
  13. Jose, N., Montances, J., Quiros, G., Uy, G., & Cruz, R. (2025). From posts to plates: A study on the influence of eWOM within Facebook communities on consumer purchase intentions in the food service industry. The EUrASEANs: Journal on Global Socio-Economic Dynamics, (3), 326–338.
  14. Jučienė, A., Gurauskienė, I., & Kruopienė, J. (2025). Calculating the environmental impact reduction due to extended lifespan of clothing through clothing swaps. Sustainability, 17(10), 4411.
  15. Kamalanon, P., Chen, J.-S., & Le, T.-T.-Y. (2022). “Why do we buy green products?” An extended theory of the planned behavior model for green product purchase behavior. Sustainability, 14(2), 689.
  16. Khan, N., & Qureshi, I. (2025). Impact of environmental concern on green purchase intention: A mediation model using green trust. Asian Journal of Economics, Business and Accounting, 25(3), 538–550.
  17. Kline, R. B. (2016). Principles and Practice of Structural Equation Modeling (4th ed.). Guilford Press.
  18. Kusmaryono, I., Wijayanti, D., & Maharani, H. R. (2022). Number of response options, reliability, validity, and potential bias in the use of the Likert scale. International Journal of Educational Methodology, 8(4), 625–637.
  19. Li, G., Yang, L., Zhang, B., Li, X., & Chen, F. (2021). How do environmental values impact green product purchase intention? The moderating role of green trust. Environmental Science and Pollution Research, 28(33), 46020–46034.
  20. Ma, L., Yang, W., Cui, Y., Chen, B., Jiang, J., & Lin, Y. (2023). Regeneration of raw materials for aluminum electrolysis from spent carbon anodes. Journal of Cleaner Production, 402, 136787.
  21. Malik, A. R., & Lubis, R. L. (2025). Consumer perception of fast fashion: Analysis the role of environmental knowledge and monetary benefits in purchase intention using the theory of planned behavior. Journal of Global Economic Research, 2(2), 115–129.
  22. Mehrabian, A., & Russell, J. (1974). An Approach to Environmental Psychology.
  23. Millward-Hopkins, J., Purnell, P., & Baurley, S. (2023). Scenarios for reducing the environmental impacts of the UK clothing economy. Journal of Cleaner Production, 420, 138352.
  24. Ngo, T., Vo, C., Tran, N., Nguyen, K., Tran, T., & Trinh, Y. (2024). Factors influencing Generation Z's intention to purchase sustainable clothing products in Vietnam. PLOS ONE, 19(12), e0315502.
  25. Pandis, N. (2014). Cross-sectional studies. American Journal of Orthodontics and Dentofacial Orthopedics, 146(1), 127–129.
  26. Park, H., & Lin, L. (2020). Exploring attitude–behavior gap in sustainable consumption: Comparison of recycled and upcycled fashion products. Journal of Business Research, 117, 623–628.
  27. Parveen, A., & Chaudhary, R. (2025). Do attitude and subjective norm mediate the relationship between social media e-WOM and green purchase intention? An empirical investigation using PLS-SEM. Vikalpa: The Journal for Decision Makers, 50(1), 37–50.
  28. PwC. (2022). Global Consumer Insights Pulse Survey 2022.
  29. NielsenIQ. (2023). How to Turn Green Consumer Intentions into Sustainable Actions.
  30. Rodríguez-Espinosa, T., Navarro-Pedreño, J., Gómez Lucas, I., Almendro Candel, M. B., Pérez Gimeno, A., Jordán Vidal, M., Papamichael, I., & Zorpas, A. A. (2022). Environmental risk from organic residues. Sustainability, 15(1), 192.
  31. Roy, K., Paul, U., Tiwari, S., & Mookherjee, A. (2025). Impact of electronic word of mouth (e-WOM) on purchasing decisions: An empirical study. Benchmarking: An International Journal, 32(10), 3901–3936.
  32. Sandy, O. (2025). Sustainable Supply Chain, Solusi Bisnis Ramah Lingkungan dan Berkelanjutan. Validnews.id.
  33. Situmorang, T. P., Indriani, F., Simatupang, R. A., & Soesanto, H. (2021). Brand positioning and repurchase intention: The effect of attitude toward green brand. Journal of Asian Finance, Economics and Business, 8(4), 491–499.
  34. Statista. (2025b). Revenue in the Footwear Market Worldwide from 2018 to 2030.
  35. Stern, P., Dietz, T., Abel, T., Guagnano, G., & Kalof, L. (1999). A value-belief-norm theory of support for social movements: The case of environmentalism. Human Ecology Review, 6, 81–97.
  36. Sussman, S., & Siegal, W. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information Systems Research, 14(1), 47–65.
  37. Tan, C., Fauzi, M., & Harun, S. (2025). From perceived green product quality to purchase intention: The roles of price sensitivity and environmental concern. Marketing Intelligence & Planning, 43(7), 1329–1348.
  38. Verma, D., Dewani, P., Behl, A., & Dwivedi, Y. (2023). Understanding the impact of eWOM communication through the lens of information adoption model. Computers in Human Behavior, 143, 107710.
  39. Zameer, H., & Yasmeen, H. (2022). Green innovation and environmental awareness driven green purchase intentions. Marketing Intelligence & Planning, 40(5), 624–638.
  40. Zhuang, W., Luo, X., & Riaz, M. (2021). On the factors influencing green purchase intention: A meta-analysis approach. Frontiers in Psychology, 12.

Similar Articles

You may also start an advanced similarity search for this article.