THE ROLE OF ALTRUISTIC AND HEDONIC VALUE IN INCREASING GREEN PURCHASE INTENTION: MEDIATION PRO - ENVIRONMENTAL BEHAVIOR
DOI:
https://doi.org/10.22515/jmif.v2i1.5229Keywords:
Altruistic, Hedonic, Pro-environmental behavior, green purchase intentionAbstract
The purpose of this study is to determine the direct and indirect effect of altruistic value and hedonic value on green purchase intention as well as the effect of pro-environmental behavior on green purchase intention. The population in this study were university students in Surakarta. Sampling used purposive sampling technique with a total of 105 respondents of university students in Surakarta who have been or are willing to use green cosmetic. Methods of data collection was done by distributing questionnaires. The test tool used SPSS v.23 with data analysis using Path Analysis (a combined model of multiple regression model and mediation model). The results of this study indicate that altruistic value has a positive and significant effect on pro-environmental behavior, altruistic value has a positive and significant effect on green purchase intention, hedonic value has a positive and significant effect on pro-environmental behavior, hedonic value has no positive and significant effect on green purchase intention, pro-environmental behavior has a positive and significant effect on green purchase intention. Pro-environmental behavior has been shown to mediate the effect of altruistic value on green purchase intention, pro-environmental behavior has been shown to mediate the effect of hedonic value on green purchase intention.
Downloads
References
Agustiningsih, S. T. W., & Dwiyanti, S. (2017). Pemanfaatan Ampas Kopi Dan Biji Kurma Dalam Pembuatan Lulur Tradisional Perawatan Tubuh Sebagai Alternatif “Green Cosmetics.” E- Journal, 06(01), 41–50.
Ali, F., Ashfaq, M., Begum, S., & Ali, A. (2020). How “Green” thinking and altruism translate into purchasing intentions for electronics products: The intrinsic-extrinsic motivation mechanism. Sustainable Production and Consumption, 24, 281–291. https://doi.org/10.1016/j.spc.2020.07.013
Andrew, & Slamet, F. (2013). Pengaruh Environmental Behavior Terhadap Green Purchasing Behavior Pada Anak Muda Generasi C Di Jakarta. Jurnal Proceeding Nasional, 2(1), 978–979.
Badan Pusat Pengawas Obat dan Makanan. (2020). Jumlah Kosmetik Berbahaya.
Basiruddin, K. B. C. F. Q. J. M. R. (2016). The Mediating Role of New Ecological Paradigm between Value Orientations and Pro-Environmental Personal Norm in the Agricultural Context. Asia Pacific Journal of Marketing and Logistics, 28(2), 1–32.
Bertrandias, L., & Elgaaied-Gambier, L. (2014). Others’ environmental concern as a social determinant of green buying. Journal of Consumer Marketing, 31(6–7), 417–429. https://doi.org/10.1108/JCM-05-2014-0966
Bouman, T., Steg, L., & Kiers, H. A. L. (2018). Measuring Values in Environmental Research : A Test of an Environmental Portrait Value Questionnaire. Frontiers in Psychology, 9(April), 1–15. https://doi.org/10.3389/fpsyg.2018.00564
Chakraborty, A., Singh, M. P., & Roy, M. (2016). A study of goal frames shaping pro-environmental behaviour in university students. International Journal of Sustainability in Higher Education.
Davis, R., Lang, B., & Gautam, N. (2012). Modeling utilitarian-hedonic dual mediation ( UHDM ) in the purchase and use of games. Internet Research, 23(2), 229–256. https://doi.org/10.1108/10662241311313330
Dey, D. K., & Srivastava, A. (2017). Impulse buying intentions of young consumers from a hedonic shopping perspective. Journal of Indian Business Research. https://doi.org/10.1108/JIBR-02-2017-0018
Diash, A. F., & Syarifah, D. (2021). Pengaruh Environmental Knowledge dan Environmental Concern terhadap Green Purchase Intention pada Generasi Milenial. Buletin Riset Psikologi Dan Kesehatan Mental, 1(1), 551–559.
Diryana, I., Sudarma, Y. S., & Sari, D. (2017). The Influence of Customer Value, Integrated Marketing Communication and Customer Trust on Brand Equity: A Study on Green Cosmetic Product in Bandung, Indonesia. International Journal of Business and Applied Social Science, 3(1), 1–10.
Diva, M. A. (2020). The antecedents green brand equity of green cosmetics. Managament Insight: Jurnal Ilmiah Manajemen, 15(2), 156–172.
Fauziah, S., & Amin, N. H. Al. (2021). The Influence of Product Knowledge, Religiusity, Halal Awareness of Purchasing Decisions on Halal Products With Attitude as A Mediation Variable. Journal of Management and Islamic Finance, 1(1), 75–90.
Ferdinand, A. (2014). Metode Penelitian Manajemen (5th ed.). UNDIP PRESS.
Ghazali, E., Chen, P., Mutum, D. S., & Nguyen, B. (2017). Journal of Retailing and Consumer Services Health and cosmetics : Investigating consumers ’ values for buying organic personal care products. Journal of Retailing and Consumer Services, 39(August), 154–163. https://doi.org/10.1016/j.jretconser.2017.08.002
Graves, L. M., Sarkis, J., & Zhu, Q. (2013). How transformational leadership and employee motivation combine to predict employee proenvironmental behaviors in China. Journal of Environmental Psychology, 35, 81–91. https://doi.org/10.1016/j.jenvp.2013.05.002
Handayani, W., & Praditya, W. I. (2020). Hedonic value motivation : impact on consumers ’ purchase intention. Jurnal Perspektif Pembiayaan Dan Pembangunan Daerah, 8(1), 91–100. https://doi.org/10.22437/ppd.v8i1.7468
Hartmann, P., Ph, D., Eisend, M., Ph, D., Apaolaza, V., Ph, D., Souza, C. D., & Ph, D. (2017). Warm glow vs . altruistic values : How important is intrinsic emotional reward in proenvironmental behavior ? Journal of Environmental Psychology, 52, 43–55. https://doi.org/10.1016/j.jenvp.2017.05.006
Jaini, A., Quoquab, F., Mohammad, J., & Hussin, N. (2019). Antecedents of green purchase behavior of cosmetics products: An empirical investigation among Malaysian consumers. International Journal of Ethics and Systems, 36(2), 185–203. https://doi.org/10.1108/IJOES-11-2018-0170
Kiatkawsin, K., & Han, H. (2017). Young travelers’ intention to behave pro-environmentally: Merging the value-belief-norm theory and the expectancy theory. Tourism Management, 59, 76–88. https://doi.org/10.1016/j.tourman.2016.06.018
Knez, I. (2016). Is Climate Change a Moral Issue ? Effects of Egoism and Altruism on Pro-Environmental Behavior. Current Urban Studies, 4, 157–174.
Koenig-Lewis, N., Palmer, A., Dermody, J., & Urbye, A. (2014). Consumers’ evaluations of ecological packaging - Rational and emotional approaches. Journal of Environmental Psychology, 37, 94–105. https://doi.org/10.1016/j.jenvp.2013.11.009
Lavuri, R., & Susandy, G. (2020). Green Products : Factors Exploring the Green Purchasing Behavior of South Indian Shoppers. Indonesian Journal of Sustainability Accounting and Management, 4(2), 174–191. https://doi.org/10.28992/ijsam.v4i2.229
Lee, Y., Kim, S., Kim, M., & Choi, J. (2014). Antecedents and interrelationships of three types of pro-environmental behavior. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2014.04.018
Lestari, N. I. (2020). Pengaruh Green Awareness Terhadap Keputusan. Jurnal Ekonomi Vokasi, 3(1), 36–48.
Liobikienė, G., Grincevičienė, Š., & Bernatonienė, J. (2017). Environmentally friendly behaviour and green purchase in Austria and Lithuania. Journal of Cleaner Production, 142, 3789–3797. https://doi.org/10.1016/j.jclepro.2016.10.084
Muslim, E., & Indriani, D. R. (2014). Analisis Pengaruh Eco-Label terhadap Kesadaran Konsumen untuk Membeli Green Product. Jurnal Manajemen Teknologi, 13(1), 66–80. https://doi.org/10.12695/jmt.2014.13.1.6
Musnaini, M., Astuti, S. W., Sukoco, B. M., & Yacob, S. (2017). Effect of hedonic value and consumer knowledge on buying intention for luxury brand counterfeit products. Int. J. Business and Globalisation, 19(4), 497–511.
Pastore, C. B. A. (2015). Why environmentally conscious consumers do not purchase green products: a cognitive mapping approach. Qualitative Market Research: An International Journal, 18(2), 1–38.
Paswan, A., Guzman, F., & Lewin, J. (2017). Attitudinal determinants of environmentally sustainable behavior. Journal of Consumer Marketing.
Prakash, G., Choudhary, S., Kumar, A., Garza-Reyes, J. A., Khan, S. A. R., & Panda, T. K. (2019). Do altruistic and egoistic values influence consumers’ attitudes and purchase intentions towards eco-friendly packaged products? An empirical investigation. Journal of Retailing and Consumer Services, 50, 163–169. https://doi.org/10.1016/j.jretconser.2019.05.011
Rastini, N. M. (2016). Pengaruh Strategi Green Marketing, Corporate Social Marketing Dan Environmental Behavior Terhadap Green Purchasing Behavior. E-Jurnal Manajemen Unud, 5(10), 6457–6486.
Santoso, I., & Fitriani, R. (2016). Green Packaging, Green Product, Green Advertising, Persepsi, dan Minat Beli Konsumen. Jurnal Ilmu Keluarga Dan Konsumen, 9(2), 147–158. https://doi.org/10.24156/jikk.2016.9.2.147
Sawitri, D. R., Hadiyanto, H., & Hadi, S. P. (2015). Pro-Environmental Behavior from a SocialCognitive Theory Perspective. Procedia Environmental Sciences, 23(Ictcred 2014), 27–33. https://doi.org/10.1016/j.proenv.2015.01.005
Sharma, A., & Foropon, C. (2019). Green product attributes and green purchase behavior: A theory of planned behavior perspective with implications for circular economy. Management Decision, 57(4), 1018–1042. https://doi.org/10.1108/MD-10-2018-1092
Somba, W. E., Sunaryo, & Mugiyono. (2018). Pengaruh Nilai Hedonis Dan Nilai Utilitarian Terhadap Behavioral Intention Dengan Word Of Mouth ( Wom ) Sebagai Variabel Mediasi. Jurnal Manajemen Dan Kewirausahaan, 6(1), 82–92.
Steg, L., Perlaviciute, G., van der Werff, E., & Lurvink, J. (2014). The Significance of Hedonic Values for Environmentally Relevant Attitudes, Preferences, and Actions. Environment and Behavior, 46(2), 163–192. https://doi.org/10.1177/0013916512454730
Swami, V., Chamorro-Premuzic, T., Snelgar, R., & Furnham, A. (2010). Egoistic, altruistic, and biospheric environmental concerns: A path analytic investigation of their determinants. Scandinavian Journal of Psychology, 51(2), 139–145. https://doi.org/10.1111/j.1467-9450.2009.00760.x
Tolppanen, S., & Kang, J. (2020). The effect of values on carbon footprint and attitudes towards pro-environmental behavior. Journal of Cleaner Production, 1–10. https://doi.org/10.1016/j.jclepro.2020.124524
Tung, S. J., Shih, C. C., Wei, S., & Chen, Y. H. (2012). Attitudinal inconsistency toward organic food in relation to purchasing intention and behavior: An illustration of Taiwan consumers. British Food Journal, 114(7), 997–1015. https://doi.org/10.1108/00070701211241581
van der Werff, E., & Steg, L. (2016). The psychology of participation and interest in smart energy systems: Comparing the value-belief-norm theory and the value-identity-personal norm model. Energy Research and Social Science, 22, 107–114. https://doi.org/10.1016/j.erss.2016.08.022
Waskito, J., & Harsono, M. (2012). Green Consumer: Deskripsi Tingkat Kesadaran Dan Kepedulian Masyarakat Joglosemar Terhadap Kelestarian Lingkungan. Jurnal Dinamika Manajemen, 3(1), 29–39.
Widanti, A., & Alfansi, L. (2019). Pengaruh Keterlibatan Fesyen terhadap Kepercayaan Merek dengan Mediasi Nilai Hedonis dan Nilai Utilitarian pada Konsumen Gawai, Tablet dan Laptop. Jurnal Bisnis Dan Ekonomi, 26(2), 166–178.
Widyaningrum, B., Imronudin, & Soepatini. (2021). The Effect of Health Value, Safety Value, And Environmental Value on Intention to Purchase Organic Product: Empirical Study of The Body Shop Cosmetics. Journal of Management and Islamic Finance, 1(2), 186 – 203. https://doi.org/10.1016/j.agrformet.2007.11.012
Yadav, R. (2016). Altruistic or egoistic: Which value promotes organic food consumption among young consumers? A study in the context of a developing nation. Journal of Retailing and Consumer Services, 33, 92–97. https://doi.org/10.1016/j.jretconser.2016.08.008
Downloads
Published
Issue
Section
Citation Check
License
Copyright (c) 2022 Diah Adestia
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
