Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

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

PENGARUH GREEN PACKAGING, ENVIRONMENTAL CONCERN, GREEN TRUST, GREEN PURCHASE INTENTION, DAN PRICE SENSITIVITY TERHADAP GREEN PURCHASE BEHAVIOR PADA KONSUMEN MINUMAN KEMASAN DI JAKARTA

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  • Iken Krisma Ayu
Iken Krisma Ayu
Universitas Negeri Jakarta
DOI: https://doi.org/10.2238/a53saq98

Published 2026-07-14

Keywords

  • Green Packaging,
  • Environmental Concern,
  • Green Trust,
  • Green Purchase Intention,
  • Price Sensitivity,
  • Green Purchase Behavior
    • ...More
    Less

How to Cite

PENGARUH GREEN PACKAGING, ENVIRONMENTAL CONCERN, GREEN TRUST, GREEN PURCHASE INTENTION, DAN PRICE SENSITIVITY TERHADAP GREEN PURCHASE BEHAVIOR PADA KONSUMEN MINUMAN KEMASAN DI JAKARTA. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/a53saq98

Abstract

This study is motivated by the increasing plastic packaging waste from the beverage industry, which has not been matched by consistent green purchasing behavior among consumers despite growing environmental awareness and stricter regulations, a phenomenon known as the intention-behavior gap. This study aims to examine the effects of Green Packaging, Environmental Concern, and Green Trust on Green Purchase Intention; the effect of Green Purchase Intention on Green Purchase Behavior; and the moderating role of Price Sensitivity on that relationship, with Green Purchase Intention also serving as a mediator. A quantitative approach with a causal associative design was employed, using purposive sampling targeting 316 packaged beverage consumers in the Jakarta Administrative City. Data were analyzed using Structural Equation Modeling (SEM) with AMOS, grounded in the Stimulus-Organism-Response (SOR) Theory. The results show that all eight hypotheses are supported: Green Packaging, Environmental Concern, and Green Trust each positively and significantly influence Green Purchase Intention; Green Purchase Intention positively and significantly influences Green Purchase Behavior; Price Sensitivity positively moderates (strengthens) the intention-behavior relationship; and Green Purchase Intention significantly mediates the effect of all three antecedents on Green Purchase Behavior. These findings suggest that eco-friendly packaging attributes, environmental concern, and trust in green claims are key determinants of green purchase intention, while their conversion into actual behavior is contingent on consumers' price sensitivity. Meningkatnya limbah plastik kemasan dari industri minuman tidak diimbangi dengan konsistensi perilaku pembelian hijau di kalangan konsumen, memunculkan intention-behavior gap yang menjadi urgensi penelitian ini. Penelitian ini bertujuan menguji pengaruh Green Packaging, Environmental Concern, dan Green Trust terhadap Green Purchase Intention; pengaruh Green Purchase Intention terhadap Green Purchase Behavior; serta peran moderasi Price Sensitivity pada hubungan keduanya, dengan Green Purchase Intention juga berperan sebagai mediator. Penelitian menggunakan pendekatan kuantitatif asosiatif kausal dengan teknik purposive sampling terhadap 316 responden konsumen minuman kemasan di Daerah Khusus Jakarta, lima Kota Administrasi Jakarta. Data dianalisis menggunakan Structural Equation Modeling (SEM) berbasis AMOS, dilandasi Stimulus-Organism-Response (SOR) Theory. Hasil menunjukkan seluruh delapan hipotesis diterima: Green Packaging, Environmental Concern, dan Green Trust berpengaruh positif signifikan terhadap Green Purchase Intention; Green Purchase Intention berpengaruh positif signifikan terhadap Green Purchase Behavior; Price Sensitivity memoderasi hubungan niat–perilaku tersebut; serta Green Purchase Intention terbukti memediasi pengaruh ketiga variabel anteseden terhadap Green Purchase Behavior. Temuan ini menegaskan bahwa atribut kemasan ramah lingkungan, kepedulian lingkungan, dan kepercayaan terhadap klaim hijau merupakan pendorong niat beli hijau, sementara konversinya menjadi perilaku aktual bergantung pada tingkat sensitivitas harga konsumen.
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