PENGARUH GREEN BRAND KNOWLEDGE, ENVIRONMENTAL KNOWLEDGE, SIKAP DAN GREEN BRAND IMAGE TERHADAP GREEN PURCHASE INTENTION (Studi Pada Konsumen Green Product UKM Khas Jawa Timur)

THE INFLUENCE OF GREEN BRAND KNOWLEDGE, ENVIRONMENTAL KNOWLEDGE, ATTITUDE AND GREEN BRAND IMAGE ON GREEN PURCHASE INTENTION (Study on Typical East Java SME Green Product Consumers)

Sampah plastik kini menjadi kekhawatiran masyarakat khusunya Indonesia yang diketahui berbahaya karena sulit terurai dan tidak dapat didaur ulang. Sumber terbesar sampah plastik berasal dari kegiatan rumah tangga dan industri makanan dan minuman. Oleh sebab itu, pelaku usaha dituntut untuk mengubah seluruh kegiatan usaha menjadi ramah lingkungan. Salah satunya adalah para pelaku usaha produk UKM khas Jawa Timur yang memiliki ciri khas makanan/jajanan di setiap daerahnya.

Adapun tujuan penelitian ini adalah untuk menganalisis pengaruh komponen dari green marketing yaitu green brand knowledge, environmental knowledge, sikap dan green brand image terhadap green purchase intention merek/produk UKM khas Jawa Timur.

Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan menyebarkan kuesioner melalui online dan offline sebanyak 135 responden. Kriteria respondennya yaitu konsumen yang pernah membeli produk UKM khas Jawa Timur salah satunya adalah pudak, jubung, getuk pisang, madu mongso dan jumbek mulai usia 18-55 tahun. Metode analisis data menggunakan regresi linier berganda dan data diolah menggunakan program SPSS 16. Hasil penelitian menunjukkan bahwa green brand knowledge, sikap dan green brand image berpengaruh signifikan positif terhadap green purchase intention. Namun, environmental knowledge berpengaruh signifikan negatif terhadap green purchase intention.

Implikasi penelitian yang dapat diterapkan adalah bagi pelaku usaha untuk lebih bisa mengedukasi lebih mendalam kepada konsumen mengenai isu-isu lingkungan seperti bahayanya kemasan yang menggunakan plastik, informasi-informasi mengenai daur ulang, bahan baku yang mengandung berbahaya, dll. Informasi-informasi mengenai lingkungan bisa diterapkan melalui simbol atau tanda peringatan pada kemasan produk.

Kata Kunci: Pengetahuan Merek Hijau, Pengetahuan Lingkungan, Sikap, Citra Merek Hijau, Niat Beli Hijau

Plastic waste is now a concern for the people, especially Indonesia, which is known to be dangerous because it is difficult to decompose and cannot be recycled. The biggest source of plastic waste comes from household activities and the food and beverage industry. Therefore, business actors are required to change all business activities to be environmentally friendly. One of them is the entrepreneurs of typical UKM East Java products which have the characteristics of food/snacks in each region.

The purpose of this study was to analyze the effect of the components of green marketing, namely green brand knowledge, environmental knowledge, attitudes and green brand image on green purchase intention for UKM East Java brands/products.

The research method used is a quantitative approach by distributing questionnaires through online and offline as many as 135 respondents. The criteria for the respondents were consumers who had purchased typical UKM East Java products, one of which was pudak, jubung, getuk pisang, madu mongso and jumbek, ranging in age from 18-55 years. The data analysis method uses multiple linear regression and the data is processed using the SPSS 16 program. The results show that green brand knowledge, attitudes and green brand image have a significant positive effect on green purchase intention. However, environmental knowledge has a significant negative on green purchase intention.

The research implication that can be applied is for businesses to be able to educate consumers more deeply about environmental issues such as the dangers of packaging that uses plastic, information about recycling, raw materials that contain hazardous materials, etc. Information regarding the environment can be applied through symbols or warning signs on product packaging.

Keywords: Green Brand Knowledge, Environmental Knowledge, Attitude, Green Brand Image, Green Purchase Intention