Pengaruh Lencana Ramah Lingkungan terhadap Niat Beli Daring: Peran Persepsi Diagnostik Informasi, Kredibilitas Label Dan Implikasinya Pada Skeptisisme Konsumen Terhadap Greenwashing
DOI:
https://doi.org/10.69693/ijmst.v4i3.12790Keywords:
Lencana Ramah Lingkungan, Niat Beli Daring, Persepsi Diagnostik Informasi, Greenwashing, Skeptisisme KonsumenAbstract
Perkembangan perdagangan elektronik mendorong perusahaan semakin intensif menggunakan lencana ramah lingkungan (eco-badges) sebagai sarana komunikasi keberlanjutan untuk memengaruhi keputusan pembelian konsumen. Namun, meningkatnya praktik greenwashing menyebabkan konsumen menjadi lebih kritis terhadap berbagai klaim lingkungan yang disampaikan oleh perusahaan. Penelitian ini bertujuan untuk menganalisis pengaruh lencana ramah lingkungan terhadap niat beli daring dengan menguji peran persepsi diagnostik informasi (perceived diagnosticity) dan kredibilitas label sebagai mekanisme yang membentuk evaluasi konsumen, dan mengkaji implikasinya terhadap skeptisisme konsumen terhadap greenwashing. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan desain survei terhadap konsumen yang pernah melakukan pembelian produk secara daring dan memiliki pengalaman dalam memperhatikan informasi keberlanjutan produk. Data dikumpulkan melalui kuesioner terstruktur dan dianalisis menggunakan Structural Equation Modeling (SEM) berbasis Partial Least Squares (PLS-SEM) untuk menguji hubungan langsung maupun tidak langsung antarvariabel. Hasil penelitian menunjukkan bahwa lencana ramah lingkungan mampu meningkatkan niat beli daring melalui peningkatan persepsi diagnostik informasi dan kredibilitas label yang dirasakan konsumen. Persepsi diagnostik yang tinggi membantu konsumen memahami kualitas informasi lingkungan yang tersedia, sedangkan kredibilitas label memperkuat keyakinan terhadap keandalan klaim keberlanjutan produk. Selain itu, kredibilitas label yang kuat terbukti mampu menekan tingkat skeptisisme konsumen terhadap potensi greenwashing. Temuan penelitian memberikan kontribusi teoritis dalam pengembangan literatur perilaku konsumen hijau, implikasi praktis bagi perusahaan dalam merancang strategi komunikasi keberlanjutan yang transparan, kredibel, dan mampu membangun kepercayaan konsumen pada lingkungan digital.
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