Pengaruh Faktor Environmental Concern Dan Green Trust Terhadap Minat Beli Produk Fashion Ramah Lingkungan Melalui Price Sensitivity Sebagai Variabel Moderasi

Abstract

Perkembangan industri fashion terus mengalami peningkatan seiring dengan perubahan perilaku masyarakat ke arah konsumtif dan mengikuti tren fashionable. Kondisi ini memicu adanya permasalahan lingkungan dan fenomena fast fashion yang disebabkan oleh industri fashion sebagai penyumbang limbah terbesar. Situasi tersebut mendorong perubahan dalam perilaku masyarakat terutama konsumen untuk semakin menjaga kelestarian lingkungan, sehingga memunculkan tren green consumerism dan green marketing. Tujuan penelitian ini untuk menguji pengaruh environmental concern dan green trust terhadap minat beli produk fashion ramah lingkungan. Menguji pengaruh price sensitivity menjadi variabel moderasi atas hubungan environmental concern dan green trust terhadap minat beli produk fashion ramah lingkungan. Penelitian ini menggunakan pendekatan kuantitatif dengan sumber data kuesioner. Sampel dalam penelitian ini menggunakan sampel non-probabilitas dengan teknik purposive sampling dan diperoleh 100 responden. Terdapat 16 item kuesioner yang digunakan dengan skala likert. Teknik analisis data menggunakan Uji Regresi dengan Variabel Moderasi (MRA) yang diolah menggunakan aplikasi SPSS versi 26. Hasil penelitian menunjukkan bahwa environmental concern dan green trust berpengaruh terhadap minat beli produk fashion ramah lingkungan. Terbukti juga bahwa price sensitivity tidak mampu memoderasi hubungan antara environmental concern dan green trust terhadap minat beli produk fashion ramah lingkungan.

The development of the fashion industry continues to grow in line with changes in consumer behavior towards consumption and following fashionable trends. This condition triggers environmental issues and the phenomenon of fast fashion caused by the fashion industry as the largest contributor to waste. The situation has prompted changes in societal behavior, especially among consumers, to increasingly preserve the environment, thereby giving rise to trends in green consumerism and green marketing. The purpose of this research is to examine the influence of environmental concern and green trust on the intention to purchase environmentally friendly fashion products. Testing the influence of price sensitivity as a moderation variable on the relationship between environmental concern and green trust towards the intention to purchase environmentally friendly fashion products. This research uses a quantitative approach with questionnaire data sources. The sample in this study uses non-probability sampling with purposive sampling techniques and obtained 100 respondents. There are 16 questionnaire items used with a Likert scale. Data analysis techniques use Regression Analysis with Moderation Variable (MRA) processed using SPSS version 26. The results of the study indicate that environmental concern and green trust influence the intention to purchase environmentally friendly fashion products. It is also evident that price sensitivity is unable to moderate the relationship between environmental concern and green trust on the intention to purchase environmentally friendly fashion products.