Peran Green Behavior dan Perceived Benefit Dalam Membentuk Green Buying Behavior Sepeda Motor Listrik Uwinfly: Environmental Awareness Sebagai Variabel Moderator

Lia Nur Ikasari, Muhammad Ali Fikri

Abstract


ABSTRAK

Penelitian ini bertujuan menganalisis pengaruh green behavior dan perceived benefit terhadap green buying behavior serta menguji peran environmental awareness sebagai variabel moderasi. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 114 pengguna motor listrik Uwinfly di Yogyakarta. Data dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4. Hasil penelitian menunjukkan bahwa green behavior berpengaruh positif dan signifikan terhadap green buying behavior, perceived benefit berpengaruh positif dan signifikan, dan environmental awareness berpengaruh positif dan signifikan. Namun, environmental awareness tidak terbukti memoderasi pengaruh green behavior maupun perceived benefit terhadap green buying behavior. Penelitian ini memberikan kontribusi teoretis dalam memahami faktor-faktor yang memengaruhi perilaku pembelian hijau pada pengguna kendaraan listrik serta memberikan implikasi praktis bagi produsen motor listrik dalam meningkatkan perilaku pembelian hijau konsumen.

Kata Kunci: Green Behavior; Perceived Benefit; Green Buying Behavior; Environmental Awareness; Electric Motorcycle


ABSTRACT

This study aims to examine the effects of green behavior and perceived benefit on green buying behavior, as well as the moderating role of environmental awareness. A quantitative approach was used, with data collected from 114 Uwinfly electric motorcycle users in Yogyakarta through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings show that green behavior, perceived benefit, and environmental awareness all have a positive and significant effect on green buying behavior. However, environmental awareness does not moderate the relationship between green behavior and green buying behavior or between perceived benefit and green buying behavior. This study provides a better understanding of the factors that influence green buying behavior among electric motorcycle users and offers practical insights for electric motorcycle manufacturers to encourage consumers to adopt more environmentally friendly purchasing behavior.

Keywords: Green Behavior; Perceived Benefit; Green Buying Behavior; Environmental Awareness; Electric Motorcycle




References


Ahmadi, L. (2022). The Moderating Role of Environmental Concern between Green Advertising Practices and Consumer Environmental Concern between Green Advertising Practices and Consumer Green. 3950(December). https://doi.org/10.31841/KJEMS.2023.129

Ahn, J.-M., Koo, D.-M., & Chang, H.-S. (2012). Different impacts of normative influences on pro-environmental purchasing behavior explained by differences in individual characteristics. Journal of Global Scholars of Marketing Science, 22(2), 163–182.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior (Paperback). Englewood Cliffs, N.J.

Al Alim, M., Hoque, M., Hore, S., & Hore, R. (2025). Environmental impacts of transportation in rapidly urbanizing South and Southeast Asian Cities. Smart Construction and Sustainable Cities, 3(1).

Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research. In Statistical Strategies for Small Sample Research (pp. 295-336.). Psychology Press.

Choi, H. C., & Hwang, J. (2020). Green Buying Behavior: The Role of Environmental Concerns and Perceived Consumer Effectiveness. Journal of Consumer Studies, 44(4), 450–468.

Doszhanov, A., & Ahmad, Z. A. (2015). Customers’ Intention to Use Green Products: the Impact of Green Brand Dimensions and Green Perceived Value. SHS Web of Conferences, 18.

Febriani, M. (2019). Green Behavior sebagai Anteseden Green Purchase Intention di Kalangan Milenial. Jurnal Bisnis Dan Manajemen, 8(2), 88–102.

Firdaus, F. (2023). Green product purchase decision: The role of environmental consciousness and willingness to pay. Jurnal Aplikasi Manajemen, 21(4), 1045–1060.

Fitri, O. R., & Samputra, P. L. (2024). Analisis Naratif Kebijakan Insentif Kendaraan Bermotor Listrik Dalam Mengurangi Emisi Karbon. Syntax Literate ; Jurnal Ilmiah Indonesia, 9(4), 2492–2506

Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. In Journal of Marketing Research, 18(3)

García-Salirrosas, E. E., Escobar-Farfán, M., Gómez-Bayona, L., Moreno-López, G., Valencia-Arias, A., & Gallardo-Canales, R. (2023). Influence of environmental awareness on the willingness to pay for green products: an analysis under the application of the theory of planned behavior in the Peruvian market. Frontiers in Psychology, 14(January).

Gelbrich, K., Voigt, S., & Nazifi, A. (2023). Remedy management for product recalls in the automotive industry: How car dealers should time the repair and communicate its outcome. Journal of Business Research, 167, 114173.

Ghozali, I. (2021). Partial least square (PLS): Konsep, teknik dan aplikasi dengan SmartPLS 4.0. Badan Penerbit UNDIP.

Goleman, D., Bennet, L., & Barlow, Z. (2012). Ecoliterate: How Educators are Cultivating Emotional, Social, and Ecological Intelligence. In M. K. Stone & Z. Barlow (Eds.), Ecological Restoration, 31(2)

Guath, M., Stikvoort, B., & Juslin, P. (2022). Nudging for eco-friendly online shopping – Attraction effect curbs price sensitivity. Journal of Environmental Psychology, 81, 101821.

Hair, J. F., Astrachan, C. B., Moisescu, O. I., Radomir, L., Sarstedt, M., Vaithilingam, S., & Ringle, C. M. (2021). Executing and interpreting applications of PLS-SEM: Updates for family business researchers. Journal of Family Business Strategy, 12(3), 100392.

Haryanto, B. (2021). The role of environmental awareness in increasing green product purchase intention: Evidence from Indonesian consumers. Sustainability, 13(5), 2567.

Hasanah, A. (2024). Tantangan dan Peluang Adopsi Motor Listrik di Kota Yogyakarta. Jurnal Kajian Transportasi Dan Logistik, 12(1), 120–135.

Hasnain, H. (2020). Modeling Green Behavior and Sustainable Consumption: A Study on Eco-Friendly Products. International Journal of Environmental Research, 14(3), 401–415.

Hassan, A., Noordin, T. A., & Sulaiman, S. (2010). The status on the level of environmental awareness in the concept of sustainable development amongst secondary school students. Procedia - Social and Behavioral Sciences, 2(2), 1276–1280.

Henseler, J, Christian M. Ringle, and R. R. (2009). The use of partial least squares path modeling in international marketing. 20(2009), 277–319.

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135.

Jain, V. K., Gupta, A., Verma, H., & Anand, V. P. (2023). Embracing green consumerism: Revisiting the antecedents of green purchase intention for millennials and moderating role of income and gender. International Journal of Sustainable Agricultural Management and Informatics, 9(3), 213–231.

Jasrotia, S. S., Darda, P., & Pandey, S. (2023). Changing values of millennials and centennials towards responsible consumption and sustainable society. Society and Business Review, 18(2), 244–263.

Joshi, Y., & Rahman, Z. (2015). Factors Affecting Green Purchase Behaviour and Future Research Directions. International Strategic Management Review, 3(1-2), 128-143

Kartika, P., & Pradana, M. (2024). Environmental Awareness sebagai Variabel Moderasi Pengaruh Nilai Produk terhadap Perilaku Pembelian Hijau. Jurnal Manajemen Strategik, 3(1), 50–65.

Kaur, P. (2022). Extending the Theory of Planned Behavior for Green Consumption: A Systematic Review. Journal of Cleaner Production, 356, 131804.

Kementerian Perhubungan. (2020). Permenhub No PM87 Tahun 2020 tentang Pengujian Tipe Fisik Kendaraan Bermotor Listrik berbasis Baterai. Mentrian Perhubungan RI, 1485. www.peraturan.go.id

Kock, N. (2015). Common method bias in PLS-SEM : A full collinearity assessment approach. International Journal of e-Collaboration (IJeC), 11(4), 1-10

Kollmuss, A., & Agyeman, J. (2002). Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research, 8(3), 239–260.

Kotchen, M. J., & Reiling, S. D. (2000). Environmental attitudes, motivations, and contingent valuation of nonuse values: A case study involving endangered species. Ecological Economics, 32(1), 93–107.

Koytcheva, M. K., Sauerwein, L. K., Webb, T. L., Baumgarn, S. A., Skeels, S. A., & Duncan, C. G. (2021). A Systematic Review of Environmental Sustainability in Veterinary Practice. Topics in Companion Animal Medicine, 44, 100550.

Kunamaneni, S., Jassi, S., & Hoang, D. (2019). Promoting reuse behaviour: Challenges and strategies for repeat purchase, low-involvement products. Sustainable Production and Consumption, 20, 253–272.

Lee, K. (2009). Gender differences in Hong Kong adolescent consumers’ green purchasing behavior. Journal of Consumer Marketing, 26(2), 87–96.

Leung, Y. (2020). Perceived Benefits. Encyclopedia of Behavioral Medicine (pp. 1643–1644).

Ma, C. C., & Chang, H. P. (2022). The Effect of Novel and Environmentally Friendly Foods on Consumer Attitude and Behavior: A Value-Attitude-Behavioral Model. Foods, 11(16).

Nguyen, T. K. C., Pham, S. H., Nguyen, T. T. N., Do, H. G., & Ngo, T. N. (2021). Investigating the determinants of green consumption intention. Journal of International Economics and Management, 21(3), 73–90.

Ogiemwonyi, O., Harun, A., Hossain, M. I., & Karim, A. M. (2022). The influence of green behaviour using theory of planned behaviour approach: Evidence from Malaysia. Millennial Asia, 14(4), 582–604.

Parvatiyar, A., & Sheth, J. N. (2023). Confronting the deep problem of consumption: Why individual responsibility for mindful consumption matters. Journal of Consumer Affairs, 57(2), 785–820.

Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123–134.

Pramana, A. Y. E., & Efendi, H. (2019). Tingkat Aksesibilitas Transportasi Publik di Wilayah Peri-Urban Kawasan Perkotaan Yogyakarta. Reka Ruang, 2(1), 10–17.

Rezvani, Z., Jansson, J., & Bodin, J. (2015). Advances in consumer electric vehicle adoption research: A review and research agenda. Transportation Research Part D: Transport and Environment, 34, 122–136.

Risyafani, I., Sari, P., & Hidayat, M. (2024). Pengaruh green marketing terhadap green purchase intention dengan environmental awareness sebagai mediasi. Journal of Business Studies and Management Research, 5(1), 45–58.

Samarasinghe, R. (2012). The Influence of Cultural Values and Environmental Attitudes on Green Consumer Behaviour. The Journal of Behavioral Science, 7(1 SE-Research Articles), 83–98.

Schulte, E., Scheller, F., Sloot, D., & Bruckner, T. (2022). A meta-analysis of residential PV adoption: the important role of perceived benefits, intentions and antecedents in solar energy acceptance. Energy Research and Social Science, 84.

Scovell, M. D. (2022). Explaining hydrogen energy technology acceptance: A critical review. International Journal of Hydrogen Energy, 47(19), 10441–10459.

Shang, W., Zhu, R., Liu, W., & Liu, Q. (2024). Understanding the Influences on Green Purchase Intention with Moderation by Sustainability Awareness. Sustainability (Switzerland) , 16(11), 4688.

Stone, M. (1974). Cross-Validatory Choice and Assessment of Statistical Predictions. Journal of the Royal Statistical Society, 36(2), 111–147.

Sumarsono, R., & Giyatno, R. (2012). Pengaruh Tingkat Kesadaran Lingkungan terhadap Perilaku Pro-Lingkungan. Jurnal Psikologi Sosial, 6(1), 10–25.

Utami, K. S. (2020). Pengaruh environmental knowledge, attitude, recycle behavior, dan political action terhadap green consumer behavior. Jurnal Maksipreneur: Manajemen, Koperasi, Dan Entrepreneurship, 9(2), 211–226.

Wong, K. K. K.-K. (2013). 28/05 - Partial Least Squares Structural Equation Modeling (PLS-SEM) Techniques Using SmartPLS. Marketing Bulletin, 24(1), 1–32.

Wu, J., Ahmad, S. F., Jaweria, Ali, Y. A., Al-Razgan, M., Awwad, E. M., & Bani Ahmad Ayassrah, A. Y. A. (2024). Investigating the role of green behavior and perceived benefits in shaping green car buying behavior with environmental awareness as a moderator. Heliyon, 10(9), 30098.

Xie, C., Wang, R., & Gong, X. (2022). The influence of environmental cognition on green consumption behavior. Frontiers in Psychology, 13, 988585.

Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing, 52(3), 2.

Zhang, M., Zhang, R., Li, Y., & Zhou, Y. (2024). Knowing green, buying green: University students green knowledge and green purchase behavior. Humanities and Social Sciences Communications, 11(1), 732.




DOI: http://dx.doi.org/10.35906/jurman.v12i1.2866

Article Metrics

Abstract view : 291 times
PDF (Bahasa Indonesia) - 119 times