GREEN CONSUMERISM (KEPENGGUNAAN HIJAU)
Abstract
Abstract
Green product is a product designed to minimize the environmental and human health impact. In recent years, consumers tend to pay more attention to the green products.Green consumers decision to purchase green products is becoming a central issue in the present state of green marketing research because of therising of environmental consciousness and green consumption trends worldwide.Based on the Theory of Planned Behaviour (TPB), the intention of performing the specific behaviour (in this study purchasing green product) is influenced by three main components of attitude, subjective norm, and perceived behavioural control. However, there are many factors that significantly affect the consumer’s intention towards green purchasing. Among them are socio demographic variables, awareness, experience and knowledge about green products, parental influence and peer’s belief, and product price and quality as well. Besides, after all, consumers express their concern towards the environment does not necessarily translate into green purchases. There seems having a gap between consumers’ attitude and their behavior toward green products.It is thus clear that there exists a gap between consumers’ thinking and actual actions.
Keywords: Green product, consumer, purchasing, attitude and behavior, actual actions
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Abstrak
Produk hijau adalah produk yang dihasilkan untuk meminimumkan kesan terhadap alam sekitar dan kesihatan manusia. Dalam tahun-tahun kebelakangan ini, pengguna cenderung untuk memberi perhatian mendalam terhadap produk hijau. Keputusan pengguna untuk membeli produk hijau telah menjadi isu utama dalam penyelidikan berkaitan pemasaran hijau disebabkan peningkatan kesedaran alam sekitar dan trend kepenggunaan hijau di seluruh dunia. Berdasarkan Teori “Planned Behaviour†(TPB), hasrat untuk melakukan tingkah laku khusus (dalam kajian ini membeli produk hijau) dipengaruhi oleh tiga komponen utama iaitu sikap, norma subjektif, dan kawalan tingkah laku yang dilihat. Bagaimanapun, terdapat banyak faktor yang mempengaruhi niat pengguna terhadap pembelian hijau. Antaranya ialah pembolehubah demografi sosio-ekonomi, kesedaran, pengalaman dan pengetahuan tentang produk hijau, pengaruh ibu bapa dan kepercayaan rakan sebaya, harga produk dan juga kualiti. Selain itu, pengguna juga menyatakan keprihatinan mereka terhadap alam sekitar tidak semestinya diterjemahkan ke dalam pembelian hijau. Justaru, wujud jurang antara sikap pengguna dan tingkah laku mereka terhadap produk hijau. Oleh itu, jelas wujudnya jurang antara pemikiran pengguna dan tindakan sebenar mereka.
Kata kunci: Produk hijau, pengguna, pembelian, sikap dan tingkah laku, tindakan sebenarReferences
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