Pengaruh Nilai Altruisme Terhadap Perilaku Konsumen Dalam Pembelian Mobil Listrik di Indonesia
DOI:
https://doi.org/10.31004/riggs.v4i4.4352Keywords:
Altruisme, Perilaku konsumen, Inovasi Hijau, Kesadaran Lingkungan, Mobil ListrikAbstract
Kesadaran masyarakat terhadap pentingnya pelestarian lingkungan hidup terus mengalami peningkatan seiring dengan semakin nyata dan meluasnya berbagai permasalahan lingkungan global, seperti polusi udara, degradasi kualitas lingkungan, serta perubahan iklim. Salah satu sektor yang berkontribusi besar terhadap peningkatan emisi gas rumah kaca adalah sektor transportasi. Oleh karena itu, mobil listrik hadir sebagai bentuk inovasi hijau yang diharapkan mampu menjadi solusi dalam menekan emisi karbon dan mendukung upaya pembangunan berkelanjutan. Dalam konteks tersebut, penelitian ini bertujuan untuk mengkaji peran altruisme sebagai landasan motivasi prososial dalam pengambilan keputusan pembelian, menganalisis pengaruh altruisme terhadap kesadaran lingkungan dan rasa tanggung jawab konsumen, serta menelaah bagaimana nilai altruisme dapat memperkuat niat dan perilaku pembelian produk ramah lingkungan, khususnya mobil listrik. Metode yang digunakan dalam penelitian ini adalah pendekatan kualitatif deskriptif melalui studi pustaka (library research), dengan mengkaji dan mensintesis berbagai temuan penelitian terdahulu yang bersumber dari jurnal nasional dan internasional yang relevan. Pendekatan ini memungkinkan peneliti memperoleh pemahaman yang komprehensif mengenai hubungan antara nilai altruisme dan perilaku konsumsi hijau. Hasil kajian menunjukkan bahwa altruisme berperan penting dalam membentuk motivasi moral konsumen untuk terlibat dalam praktik konsumsi berkelanjutan. Konsumen dengan tingkat altruisme yang tinggi cenderung memaknai pembelian mobil listrik sebagai tindakan prososial yang tidak hanya memberikan manfaat pribadi, tetapi juga berkontribusi pada kesejahteraan sosial dan pelestarian lingkungan. Dengan demikian, altruisme terbukti mampu memperkuat konsistensi antara niat dan perilaku aktual dalam konsumsi produk ramah lingkungan serta memiliki potensi strategis dalam mendorong transisi menuju pola konsumsi hijau di Indonesia.
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