Pengaruh green advertising, eco-label, dan sustainable advertising terhadap green purchasing behavior melalui environmental awareness.
Info Katalog
File Repositori
Subyek : Green marketing
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2026
Pembimbing 1 : Yolanda Masnita Siagian
Pembimbing 2 : Yolanda Masnita Siagian
Kata Kunci : green advertising, eco-label, sustainable advertising, environmental awareness, green purchasing beh
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2026_TS_MMJ_122012301084_Halaman-Judul.pdf | 11 | |
| 2. | 2026_TS_MMJ_122012301084_Surat-Pernyataan-Revisi-Terakhir.pdf | 1 | |
| 3. | 2026_TS_MMJ_122012301084_Surat-Hasil-Similaritas.pdf | 1 | |
| 4. | 2026_TS_MMJ_122012301084_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf | 1 | |
| 5. | 2026_TS_MMJ_122012301084_Lembar-Pengesahan.pdf | 4 | |
| 6. | 2026_TS_MMJ_122012301084_Pernyataan-Orisinalitas.pdf | 1 | |
| 7. | 2026_TS_MMJ_122012301084_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf | 1 | |
| 8. | 2026_TS_MMJ_122012301084_Bab-1.pdf | 17 | |
| 9. | 2026_TS_MMJ_122012301084_Bab-2.pdf | 22 |
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| 10. | 2026_TS_MMJ_122012301084_Bab-3.pdf | 11 |
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| 11. | 2026_TS_MMJ_122012301084_Bab-4.pdf | 36 |
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| 12. | 2026_TS_MMJ_122012301084_Bab-5.pdf | 6 | |
| 13. | 2026_TS_MMJ_122012301084_Daftar-Pustaka.pdf | 3 | |
| 14. | 2026_TS_MMJ_122012301084_Lampiran.pdf | 16 |
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I Isu keberlanjutan lingkungan semakin mendorong perusahaan, khususnya industri fast-moving consumer goods (fmcg), untuk mengadopsi strategi pemasaran hijau melalui green advertising, eco-label, dan sustainable advertising. namun, meningkatnya perhatian konsumen terhadap isu lingkungan tidak selalu diikuti oleh tindakan nyata dalam pembelian produk ramah lingkungan, sehingga menimbulkan kesenjangan antara environmental awareness dan green purchasing behavior. penelitian ini bertujuan untuk menganalisis pengaruh green advertising, eco-label, dan sustainable advertising terhadap green purchasing behavior, serta menguji peran mediasi environmental awareness dalam hubungan tersebut. penelitian menggunakan pendekatan kuantitatif dengan metode structural equation modeling (sem) berbantuan amos. data dikumpulkan melalui kuesioner online kepada 238 responden yang merupakan konsumen aktif produk fmcg di indonesia. hasil penelitian menunjukkan bahwa green advertising, eco-label, dan sustainable advertising berpengaruh positif dan signifikan terhadap environmental awareness. selanjutnya, environmental awareness terbukti memediasi secara signifikan pengaruh green advertising, eco-label, dan sustainable advertising terhadap green purchasing behavior. secara langsung, ketiga variabel independen tersebut juga berpengaruh positif terhadap green purchasing behavior. temuan ini menegaskan bahwa peningkatan perilaku pembelian hijau tidak hanya dipengaruhi oleh eksposur pemasaran hijau, tetapi juga oleh tingkat kesadaran lingkungan konsumen. penelitian ini memberikan kontribusi teoretis pada literatur green marketing serta implikasi praktis bagi perusahaan fmcg dalam merancang strategi pemasaran yang lebih efektif, kredibel, dan berkelanjutan guna mendorong pembelian produk ramah lingkungan.
T The coffee environmental sustainability has increasingly become a major concern across industries, including the fast-moving consumer goods (fmcg) sector. although consumers show growing awareness of environmental issues, this awareness does not always translate into actual green purchasing behavior, creating a gap between intention and action. this study aims to analyze the influence of green advertising, eco-labels, and sustainable advertising on green purchasing behavior, as well as examine the mediating role of environmental awareness in these relationships. a quantitative research approach was employed using structural equation modeling (sem) with amos. data were collected through an online questionnaire distributed to 238 respondents who are active fmcg consumers in indonesia. the findings reveal that green advertising, eco-labels, and sustainable advertising have a positive and significant impact on environmental awareness. furthermore, environmental awareness significantly mediates the influence of these three marketing strategies on green purchasing behavior. the study also confirms that green advertising, eco-labels, and sustainable advertising directly and positively affect green purchasing behavior. these results highlight that effective green marketing strategies must not only communicate sustainability messages but also enhance consumers’ environmental awareness in order to strengthen their purchasing decisions toward environmentally friendly products. this study contributes to the theoretical development of green marketing literature and provides practical implications for fmcg companies in designing credible, impactful, and sustainable marketing strategies to encourage environmentally responsible consumption.
