Abstract

This study aimed to determine the effect of perceived value to the green green trust and purchase intentions green, green influence trusts to purchase green green intentions and the role of trust mediating effect of perceived value of green against green product purchase intentions Tumbler Starbucks On the Go in Denpasar. The study was conducted on the product Tumbler Starbucks On The Go in Denpasar with the number of respondents was 100 respondents. The number of respondents was determined using purposive sampling method, which is the technique of determining samples with certain considerations. Data obtained by distributing questionnaires were analyzed using path analysis (path analysis) and Sobel test. The test results of green perceived value in a positive and significant effect on trust and green green product purchase intentions Tumbler Starbucks On The Go in Denpasar. Green trust is able to mediate the influence of green perceived values ??positively and significantly on green purchase intentions.
 Keywords: green perceived value, green trust, green purchase intentions

Highlights

  • This study aimed to determine the effect of perceived value to the green green trust and purchase intentions green, green influence trusts to purchase green green intentions

  • The study was conducted on the product Tumbler Starbucks On The Go

  • which is the technique of determining samples with certain considerations

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Summary

Starbucks Coffee di Indonesia memang diterima dengan baik oleh masyarakat

Coffeepada pusat – pusat gerai hiburan manapun di Indonesia (Zachra, 2011). Secara internasional Starbucks Coffee telah dikenal dan diakui sebagai salah satu green company yang peduli akan kesejahteraan petani kopi di negara – negara berkembang, perusahaan yang mempedulikan pegawai, komunitas dan konsumen serta sebuah perusahaan yang kegiatan operasional bisnisnya selalu mengedepankan aktivitas yang ramah lingkungan (Neviana, 2010). Penelitian sebelumnya yang dilakukan oleh Cheng and Chang (2012) menyatakan green trust mampu memediasi pengaruh green percieved value terhadap green purchase intentions. Namun penelitian lain menunjukkan berbeda, green trust tidak berperan sebagai pemediasi pengaruh green percieved value terhadap green purchase intentions. Tetapi green purchase intentions yang masih rendah ditentukan oleh banyak faktor, antara lain: belum adanya kesadaran terhadap lingkungan, belum adanya kepedulian pada lingkungan, sikap terhadap lingkungan yang tidak positif, belum adanya pengetahuan konsumen tentang produk hijau dan nilai yang dirasakan konsumen (green perceieved value) serta kepercayaan konsumen pada produk hijau (green trust) masih relatif rendah Paramitha dan Yasa (2015). Prasurvei dilakukan untuk memperkuat argumentasi mengenai peran green trust memediasi pengaruh green perceived value terhadap green purchase intentions produk tumbler Starbuck On The Go di Kota Denpasar, dengan mengajukan beberapa pertanyaan yang dilakukan terhadap 30 orang di Kota Denpasar. Green perceived Saya memiliki pandangan value jika Tumbler Starbuck dapat mengurangi penggunaan gelas plastik sekali pakai

Tumbler adalah produk yang ramah lingkungan
Green Purchase
Langsung Melalui

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