Pengaruh Perceived Higher Price, Green Buying Behavior Terhadap Consumer Guilt dan Moral Disengagement Pada Konsumen Produk Merek The Body Shop di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Ameydinnansa, Icun
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2023-05-30 02:41:37
Abstract :
Data on SIPSN (2021) the largest source of waste was obtained in East Java, namely Surabaya by household waste of 40.93 percent consisting of kitchen waste, vegetables, plastics, plastic bottles, glass bottles, wood, cans, and others. Products that are currently the choice to take action to care for the environment is the use of cosmetics or skincare that is environmentally friendly. This study uses a quantitative approach using primary data obtained through the Body Shop consumer survey activities in Surabaya using google form media. The data collected will be analyzed by descriptive analysis method, outer model evaluation and inner model eavaluation. The results of this analysis indicate that the first hypothesis (H1) Perceived Higher Price significantly positive effect on Green Buying Behavior in consumers of the Body Shop brand products in Surabaya is accepted. The results of this analysis show that the second hypothesis (H2) Green Buying Behavior has a significant positive effect on Consumer Guilt in consumers of the Body Shop brand products in Surabaya is accepted. The results of this analysis showed that the third hypothesis (H3) Green Buying Behavior does not significantly affect the Moral Disengagement in consumers of the Body Shop brand products in Surabaya was rejected. Keyword: green buying behavior, consumer guilt, moral disengagement, perceived higher price
Data on SIPSN (2021) the largest source of waste was obtained in East Java, namely Surabaya by household waste of 40.93 percent consisting of kitchen waste, vegetables, plastics, plastic bottles, glass bottles, wood, cans, and others. Products that are currently the choice to take action to care for the environment is the use of cosmetics or skincare that is environmentally friendly. This study uses a quantitative approach using primary data obtained through the Body Shop consumer survey activities in Surabaya using google form media. The data collected will be analyzed by descriptive analysis method, outer model evaluation and inner model eavaluation. The results of this analysis indicate that the first hypothesis (H1) Perceived Higher Price significantly positive effect on Green Buying Behavior in consumers of the Body Shop brand products in Surabaya is accepted. The results of this analysis show that the second hypothesis (H2) Green Buying Behavior has a significant positive effect on Consumer Guilt in consumers of the Body Shop brand products in Surabaya is accepted. The results of this analysis showed that the third hypothesis (H3) Green Buying Behavior does not significantly affect the Moral Disengagement in consumers of the Body Shop brand products in Surabaya was rejected. Keyword: green buying behavior, consumer guilt, moral disengagement, perceived higher price
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