Pengaruh Perceived Consumer Effectiveness, Scepticism Toward Green Advertising, dan Green Buying Behaviour Terhadap Consumer Guilt Pada Konsumen Produk The Body Shop Di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Zhafira, Thalita Fae
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2023-06-08 07:17:07
Abstract :
Environmental pollution is an issue that exists in every country. One of the most common types of waste in the city of Surabaya is single-use plastic. Skincare is a beauty product that is in high demand this day. The problem arises because many skincare products use single-use plastic as packaging. Marketers will confront problems in the perceived consumer effectiveness, scepticism toward green advertising, green buying behaviour, and consumer guilt. One of the skincare products that is famous for eco-friendly program is The Body Shop. This study aims to determine the effect of perceived consumer effectiveness, scepticism towards green advertising, and green buying behaviour on consumer guilt in consumers of The Body Shop products in Surabaya. This research will analyze with SmartPLS 3. The method of data collection in this study uses primary data. Data was collected using a questionnaire that was shared by online. The results of this study indicate that perceived consumer effectiveness has a significant positive effect on green buying behaviour, scepticism towards green advertising has no significant positive effect on green buying behaviour, and negative green buying behaviour has a significant positive effect on consumer guilt. The results of the validity and reliability tests in this research are valid and reliable.
Environmental pollution is an issue that exists in every country. One of the most common types of waste in the city of Surabaya is single-use plastic. Skincare is a beauty product that is in high demand this day. The problem arises because many skincare products use single-use plastic as packaging. Marketers will confront problems in the perceived consumer effectiveness, scepticism toward green advertising, green buying behaviour, and consumer guilt. One of the skincare products that is famous for eco-friendly program is The Body Shop. This study aims to determine the effect of perceived consumer effectiveness, scepticism towards green advertising, and green buying behaviour on consumer guilt in consumers of The Body Shop products in Surabaya. This research will analyze with SmartPLS 3. The method of data collection in this study uses primary data. Data was collected using a questionnaire that was shared by online. The results of this study indicate that perceived consumer effectiveness has a significant positive effect on green buying behaviour, scepticism towards green advertising has no significant positive effect on green buying behaviour, and negative green buying behaviour has a significant positive effect on consumer guilt. The results of the validity and reliability tests in this research are valid and reliable.
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