Peran Informasi Keberlanjutan dalam Green Marketing untuk Mendorong Transformasi Perilaku Konsumen
DOI:
https://doi.org/10.61722/jssr.v4i4.11003Keywords:
Green marketing, greenwashing, informasi keberlanjutan, SDG 12, transformasi perilaku konsumenAbstract
Penelitian ini membahas peran informasi keberlanjutan dalam green marketing untuk mendorong transformasi perilaku konsumen menuju konsumsi yang lebih bertanggung jawab. Kajian ini penting karena pola konsumsi masyarakat modern semakin berkaitan dengan tekanan lingkungan, seperti peningkatan penggunaan produk, kemasan sekali pakai, limbah rumah tangga, dan rendahnya pemahaman konsumen terhadap dampak lingkungan dari keputusan pembelian. Tujuan penelitian ini adalah menganalisis bagaimana informasi keberlanjutan dalam green marketing membentuk pengetahuan, sikap, kepercayaan, niat, dan perilaku konsumsi berkelanjutan. Penelitian ini menggunakan metode library research dengan pendekatan systematic literature review berbasis PRISMA. Data diperoleh dari artikel ilmiah yang terindeks Scopus dengan menggunakan kata kunci yang berkaitan dengan green marketing, sustainability information, eco-label, green trust, greenwashing, green consumer behavior, responsible consumption, dan SDG 12. Setelah melalui tahap identification, screening, eligibility, dan included, sebanyak 14 artikel ditetapkan sebagai sumber utama analisis. Data dianalisis menggunakan analisis tematik untuk menemukan pola konseptual dan hubungan antarhasil penelitian terdahulu. Hasil penelitian menunjukkan bahwa informasi keberlanjutan tidak hanya berfungsi sebagai pesan promosi, tetapi juga sebagai mekanisme edukatif dan persuasif yang membantu konsumen memahami dampak lingkungan dari keputusan konsumsi. Informasi keberlanjutan yang disampaikan melalui eco-label, sertifikasi lingkungan, klaim produk, informasi kemasan, komunikasi merek, dan laporan keberlanjutan dapat memperkuat pengetahuan, sikap positif, green trust, dan niat beli hijau. Namun, informasi yang tidak jelas, berlebihan, atau sulit diverifikasi dapat menimbulkan skeptisisme dan meningkatkan risiko greenwashing. Implikasi penelitian ini menegaskan pentingnya komunikasi green marketing yang transparan, kredibel, dan berbasis bukti bagi perusahaan, sekaligus pentingnya penguatan tata kelola informasi keberlanjutan oleh regulator untuk mendukung pencapaian SDG 12.
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