PENGARUH RASA BERSALAH DAN PERASAAN YANG MENYEBABKAN RASA BERSALAH PADA PERILAKU PEMBELIAN KONSUMEN TERHADAP MEREK HIJAU

Abstract

ABSTRACTIn the early 1990s, environmental issues are appointed as joint problems that need to be taken seriously by many parties (Grillo et al., 2008). Governments, organizations, entertainers and consumers share responsibility in maintaining and protecting the environment for future generations. In the field of marketing, environmental issues is not only the responsibility of the marketer, but also all consumers. For marketers, environmental issues can be a competitive advantage criteria that influence consumer buying behavior. The purpose of this study was to determine the influence of consumer attitudes to green advertising and ecofriendly brand, as well as consumers’ purchasing intentions toward eco-friendly brands and buying behavior of consumers towards eco-friendly brand using guilty feeling allure of high and low. The method used in this study is an experimental method and analysis tool used is regression. The results of this study indicate that the level of traction guilty feeling on eco-friendly advertising had negative effect on consumer attitudes toward the green advertising and eco-friendly brand, consumer attitudes toward green advertising had positive influence on consumer attitudes towards eco-friendly brand and the intentions of its purchasing eco-friendly brand, but the intention to buy consumers towards eco-friendly brand hadn’t positive influence on their purchasing behavior on a eco-friendly brand.