A HISTORICAL PERSPECTIVE ON THE DEVELOPMENT OF GREEN CONSUMER BEHAVIOR

faizal haris eko prabowo; Elin Herlina; Indy Insanul Mutmainnah; Leah Rose D Gacuma

Penulis

faizal haris eko prabowo Universitas Galuh
Elin Herlina Universitas Galuh
Indy Insanul Mutmainnah Universitas Galuh
Leah Rose D Gacuma STI West Negros University

Kata Kunci:

Green marketing, Green consumer behavior, Green Consumption

Abstrak

Dengan munculnya kampanye tentang pembangunan berkelanjutan yang dilakukan oleh PBB, gerakan ini merangsang seluruh masyarakat untuk melakukan kegiatan pelestarian lingkungan. Tujuan penelitian adalah untuk menganalisis perkembangan teoritis perilaku konsumen hijau. Meningkatnya permasalahan dan isu mengenai keberlanjutan lingkungan setiap dekade terus menjadi fokus utama banyak pihak. Teori bisnis hijau terus berkembang dan memunculkan banyak turunan. Perbedaan dalam penelitian ini adalah merangkum dan menjelaskan perkembangan teori mengenai perilaku konsumen hijau. Metode yang digunakan dalam penelitian ini adalah telaah pustaka. Jumlah artikel yang dijadikan sampel sebanyak 52 artikel yang membahas tentang perilaku konsumen hijau dari berbagai sumber jurnal. Ditemukan bahwa teori perilaku konsumen hijau terus mengalami perkembangan dari waktu ke waktu. Dari perkembangan tersebut ditemukan lima kategori penelitian yang sejenis, meliputi: faktor-faktor yang mempengaruhi konsumen hijau, karakteristik konsumen hijau, biaya menjadi konsumen hijau, sudut pandang konsumen hijau dan dampak perilaku konsumen hijau. Teori konsumen hijau merupakan salah satu teori pemasaran hijau yang juga lahir dari ekonomi hijau, dimana teori ini merupakan konservasi dari sektor sosial humaniora

Unduhan

Data unduhan belum tersedia.

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