Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 12 (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,
  • Setyo Ferry Wibowo,
  • Dewi Agustin Pratama Sari
Iken Krisma Ayu
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Negeri Jakarta
Setyo Ferry Wibowo
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Negeri Jakarta
Dewi Agustin Pratama Sari
Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Negeri Jakarta

Published 2026-11-11

Keywords

  • Environmental concern,
  • Green packaging,
  • Green purchase behavior,
  • Green purchase intention,
  • Green trust,
  • Price sensitivity
    • ...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(12). https://journal.cib.institute/index.php/musytari/article/view/6527

Abstract

Meningkatnya limbah plastik dari industri minuman kemasan menunjukkan pentingnya penerapan strategi green marketing, namun kesadaran lingkungan belum selalu diikuti perilaku pembelian hijau. Kondisi tersebut menunjukkan adanya intention-behavior gap antara niat dan perilaku aktual konsumen. Penelitian ini bertujuan menguji pengaruh Green Packaging, Environmental Concern, dan Green Trust terhadap Green Purchase Intention, pengaruh Green Purchase Intention terhadap Green Purchase Behavior, peran mediasi Green Purchase Intention, serta moderasi Price Sensitivity. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 316 konsumen minuman kemasan di Daerah Khusus Jakarta. Data dianalisis menggunakan Structural Equation Modeling (SEM) berbasis AMOS versi 29 dengan landasan Stimulus-Organism-Response Theory. Hasil menunjukkan seluruh delapan hipotesis diterima. Ketiga variabel anteseden berpengaruh positif dan signifikan terhadap Green Purchase Intention, yang selanjutnya berpengaruh positif dan signifikan terhadap Green Purchase Behavior. Green Purchase Intention terbukti memediasi ketiga hubungan tersebut, sedangkan Price Sensitivity memoderasi secara positif hubungan antara Green Purchase Intention dan Green Purchase Behavior.
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