Penerapan Inovasi Produk Hijau, Perilaku Konsumen Hijau dan Kesadaran Lingkungan terhadap Pemasaran Hijau: Suatu Tinjauan Pustaka
DOI:
https://doi.org/10.38035/jkmt.v4i3.716Keywords:
Pemasaran Hijau, Inovasi Produk Hijau, Perilaku Konsumen Hijau, Kesadaran LingkunganAbstract
Penelitian ini mengembangkan model konseptual mengenai pengaruh inovasi produk hijau, perilaku konsumen hijau, dan kesadaran lingkungan terhadap pemasaran hijau pada sektor Usaha Mikro, Kecil, dan Menengah (UMKM) di Indonesia, yang hingga kini baru diadopsi oleh 12,19% pelaku usaha meski berkontribusi 61% terhadap PDB nasional. Menggunakan pendekatan kualitatif melalui studi pustaka sistematis, penelitian ini menganalisis dan mensintesis temuan dari berbagai jurnal nasional dan internasional terindeks Scopus untuk mengidentifikasi pola hubungan antarvariabel serta merumuskan kerangka konseptual dan hipotesis penelitian (H1, H2, H3). Data dianalisis secara komparatif dengan membandingkan persamaan, perbedaan, dan kesenjangan penelitian terdahulu guna memastikan relevansi model bagi konteks UMKM Indonesia yang multisektor. Hasil penelitian menunjukkan bahwa: 1) Inovasi produk hijau berpengaruh terhadap pemasaran hijau; 2) Perilaku konsumen hijau berpengaruh terhadap pemasaran hijau; 3) Kesadaran lingkungan berpengaruh terhadap pemasaran hijau. Penelitian ini merekomendasikan pengujian empiris lanjutan menggunakan pendekatan kuantitatif berbasis SEM atau PLS-SEM untuk memvalidasi kerangka konseptual yang dihasilkan.
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