Peran Green Product Knowledge Memediasi Environmental Awareness Dan Green Innovation Terhadap Green Puchase Intention Pada Skincare Avoskin
DOI:
https://doi.org/10.31004/joecy.v6i1.8158Keywords:
environmental awareness, green product knowledge, green innovation, green purchase intention, skincare AvoskinAbstract
Meningkatnya permasalahan lingkungan mendorong perubahan perilaku konsumen menuju produk ramah lingkungan, termasuk pada industri skincare. Namun, kesadaran lingkungan dan inovasi hijau tidak selalu secara langsung meningkatkan niat beli produk hijau. Penelitian ini bertujuan untuk menganalisis peran green product knowledge dalam memediasi pengaruh environmental awareness dan green innovation terhadap green purchase intention pada produk skincare Avoskin. Penelitian menggunakan pendekatan kuantitatif dengan pengumpulan data melalui kuesioner kepada 280 responden yang mengetahui dan/atau menggunakan produk Avoskin. Data dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa environmental awareness dan green innovation berpengaruh positif dan signifikan terhadap green purchase intention. Selain itu, environmental awareness dan green innovation juga berpengaruh signifikan terhadap green product knowledge. Temuan utama penelitian ini mengungkapkan bahwa green product knowledge berperan sebagai variabel mediasi yang signifikan dalam memperkuat pengaruh environmental awareness dan green innovation terhadap green purchase intention. Kesimpulan penelitian ini menegaskan bahwa peningkatan pengetahuan konsumen mengenai produk ramah lingkungan menjadi faktor kunci dalam mendorong niat beli hijau, sehingga perusahaan skincare perlu mengintegrasikan inovasi hijau dengan strategi edukasi konsumen yang efektif untuk meningkatkan daya saing dan keberlanjutan bisnis
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