Dampak dari Pemasaran Hijau dan Iklan Hijau pada Niat Beli Produk Kecantikan pada Generasi Z

Muhammad Lukman Baihaqi Alfakihuddin

Abstract


Belakangan ini, tren di bidang pemasaran dan iklan hijau meningkat, trend ini menekankan promosi produk dan layanan yang berkelanjutan dan ramah lingkungan. Strategi pemasaran semacam itu tidak hanya membantu bisnis dalam mencapai kebutuhan finansial mereka, tetapi juga dalam memenuhi komitmen lingkungan mereka. Namun, ada kesenjangan pengetahuan yang terlihat mengenai dampak langsung dan tidak langsung dari pemasaran hijau dan iklan hijau terhadap niat pembelian konsumen. Hanya sedikit penelitian yang menyelidiki hubungan antara sikap konsumen terhadap pemasaran hijau dan perilaku pembelian mereka. Untuk menjembatani kesenjangan ini, sebuah penelitian dilakukan untuk menguji pengaruh pemasaran dan iklan hijau terhadap niat untuk membeli produk kecantikan, dengan menggunakan survei cross-sectional terhadap pembeli kosmetik ramah lingkungan. Pengambilan sampel berdasarkan kenyamanan digunakan untuk pengumpulan data. Temuan awal menunjukkan bahwa pemasaran ramah lingkungan memberikan pengaruh positif yang kuat terhadap niat pembelian. Sebaliknya, iklan ramah lingkungan tampaknya memiliki tidak memiliki dampak pada niat pembelian konsumen. Secara kolektif, pemasaran dan periklanan hijau menyumbang 32% dari variabilitas dalam pembelian.

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DOI: https://doi.org/10.37531/sejaman.v6i2.5597

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