Pengaruh Green marketing, kesadaran lingkungan dan kesehatan terhadap keputusan pembelian produk pangan organik melalui sikap (studi kasus : PT bionic Farm)

Puspitasari, Caselia ajeng (2021) Pengaruh Green marketing, kesadaran lingkungan dan kesehatan terhadap keputusan pembelian produk pangan organik melalui sikap (studi kasus : PT bionic Farm). Masters thesis, IPB University.

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Official URL: http://lib.sb.ipb.ac.id/

Abstract

Since the last few decaded the world community's awareness of the importance of environmental conservation and a healthy lifestyle has increased. This increase is due to the great concern of a threatening environmental disaster. Consumers are not entirely to blame for this. Producers also play a role in decreasing environmental quality because producers usually produce goods according to the needs and desires of consumers. Public awareness of the importance of quality of life and good health will open up great opportunities for the organic food product business. Indonesia is also recognized as a potential world organic food producer. The development of organic food products is not only traded in fresh form but also in processed form so that consumers have more choices for organic products to be consumed. Processed organic food is food produced from an organic farming system which includes cultivation, post-harvest, product processing, labeling and marketing activities which must follow the principles of organic food production according to SNI 01- 6729-2002 concerning organic food production systems. The emergence of awareness of environmental problems has also triggered the industrial world to present a marketing concept that emphasizes environmental issues or better known as the green marketing concept. The green marketing concept is needed in an effort to meet the achievement of efforts to maintain the organism of organic products from the land to the final product (from the farm to the table). Along with public awareness of health and environmental issues, a business strategy with a green marketing concept becomes a promising business opportunity. The existence of this concept will further convince the public in deciding to buy these organic food products. In addition, public awareness of health and environmental issues is also one of the things that influences consumer purchasing decisions. Attitude is also one thing that affects purchasing decisions. This study aims to analyze the influence of the application of the concept of green marketing, environmental awareness and health on purchasing decisions for organic food products through consumer attitudes towards Bionic Farm products. This research uses a quantitative approach which is carried out with an online survey method. This study used purposive sampling with a total of 220 respondents. The data processing technique used in this study was SEM using LISREL 8.5. The results showed that the majority of respondents in the age group 25-35 years were 86 respondents (39.09%). The majority of respondents in the study were women as many as 131 respondents (59.55%). A total of 174 respondents (79.09%) were married. The majority of respondents with their latest education were undergraduate as many as 151 respondents (68.64%). As many as 59 respondents (26.82%) were housewives. And as many as 85 respondents (36.84%) spent Rp 3 000 001 - Rp 6 000 000. Green marketing and environmental awareness influence attitudes. Health awareness has no effect on attitudes. Green marketing and health awareness influence purchasing decisions. Environmental awareness and attitude have no effect on purchasing decisions. Other research results show that green marketing has an effect on consumer attitudes. Environmental awareness also affects consumer attitudes. However, health awareness has no effect on consumer attitudes. Green marketing has an effect on purchasing decisions, but environmental awareness has no effect on purchasing decisions. Health awareness affects purchasing decisions, whereas attitudes do not affect purchasing decisions. The results of this research can be used as a consideration for PT Bionic Farm for the next strategy.

Item Type: Thesis (Masters)
Uncontrolled Keywords: green marketing, keputusan pembelian, kesadaran kesehatan, kesadaran lingkungan, sikap, SEM, LISREL attitudes, environmental awareness, green marketing, health awareness, purchasing decisions
Subjects: Manajemen Pemasaran
Depositing User: SB-IPB Library
Date Deposited: 25 Mar 2022 07:14
Last Modified: 25 Mar 2022 07:14
URI: http://repository.sb.ipb.ac.id/id/eprint/3826

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