The effects of green trust as independent role and green advertisement as moderating role on the green purchase intention of paper packaging in an extended theory of planned behaviour (TPB)
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Institusion
Sekolah Tinggi Manajemen Ipmi
Author
saputra, eko
Subject
H Social Sciences (General)
Datestamp
2023-12-13 08:37:35
Abstract :
The Indonesian ministry of environment and forestry (KLHK) noted that Indonesia produces 18 million tons of waste in 2022. Referring to the 2022 data provided by SIPSN-MKLH (sistem informasi pengelolaan sampah nasional - Kementrian lingkungan hidup dan kehutanan). Indonesian plastic waste contributes around 18.2% of the waste composition compared to 11.3% of paper waste. Paper packaging as one of the green product has been introduced as an alternative solution to substitute plastic packaging. Therefore, an extended theory of planned behaviors was employed along with green trust to study the relationship between these variables with green purchase, a moderation effect of green advertisement has been also introduced to strengthen the green trust variable. Purposive sampling technique is applied to acquire 75 samples of IPMI international Business School students in DKI Jakarta by using an online questionnaire. Data is analyzed using PLS SEM. This research concludes that attitude has a positive significant impact on green purchase intention, subjective norm also found has significant effect to green purchase intention. However, perceived behavioral control, green trust, and moderation of green advertisement on green trust has no significant effect on the green purchase intentions. According to the R values, the green purchase intention can be explained by the construct variables of attitude, subjective norm, perceived behavioral control, green trust 45.1%. As recommendation, paper packaging producer should improve the performance and convenience when people use paper packaging and need to find the way to provide same or lower price compared to plastic packaging. Some opportunities for future study based on this finding can be explored for different variable such as product price, price incentive, government regulation with reward and punishment that might have the different result compared to this research. Qualitative research might be needed to get a deeper insight from the end user, industry, and regulator (government).
The Indonesian ministry of environment and forestry (KLHK) noted that Indonesia produces 18 million tons of waste in 2022. Referring to the 2022 data provided by SIPSN-MKLH (sistem informasi pengelolaan sampah nasional - Kementrian lingkungan hidup dan kehutanan). Indonesian plastic waste contributes around 18.2% of the waste composition compared to 11.3% of paper waste. Paper packaging as one of the green product has been introduced as an alternative solution to substitute plastic packaging. Therefore, an extended theory of planned behaviors was employed along with green trust to study the relationship between these variables with green purchase, a moderation effect of green advertisement has been also introduced to strengthen the green trust variable. Purposive sampling technique is applied to acquire 75 samples of IPMI international Business School students in DKI Jakarta by using an online questionnaire. Data is analyzed using PLS SEM. This research concludes that attitude has a positive significant impact on green purchase intention, subjective norm also found has significant effect to green purchase intention. However, perceived behavioral control, green trust, and moderation of green advertisement on green trust has no significant effect on the green purchase intentions. According to the R values, the green purchase intention can be explained by the construct variables of attitude, subjective norm, perceived behavioral control, green trust 45.1%. As recommendation, paper packaging producer should improve the performance and convenience when people use paper packaging and need to find the way to provide same or lower price compared to plastic packaging. Some opportunities for future study based on this finding can be explored for different variable such as product price, price incentive, government regulation with reward and punishment that might have the different result compared to this research. Qualitative research might be needed to get a deeper insight from the end user, industry, and regulator (government).
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