Pembentukan Responsible Consumerdengan Pendekatan Lifestyle of Health and Sustainability (LOHAS) untuk Mendukung Pembangunan Berkelanjutan di Indonesia
DOI:
https://doi.org/10.37278/eprofit.v6i1.953Keywords:
Perilaku Konsumen, Tanggung Jawab Konsumen, LOHAS, Pandemi Covid 19, Gaya Hidup BerkelanjutanAbstract
Penelitian ini bertujuan untuk meninjau sustainable lifestyle dengan latar belakang paradigma pembangunanberkelanjutan. Secara spesifik penelitian ini bertujuan untukmengetahui apakah sustainable lifestyle tersebut mendukungterbentuknya responsible consumer, bagaimana sustainable lifestyle dapat dioperasionalkan, dan bagaimana perlakuanyang tepat terhadap responsible consumer di Indonesia. Penelitian ini menggunakan metode kausalitas denganpendekatan kuantitatif. Populasi yang menjadi sasaranpenelitian adalah konsumen green product secara umum di Indonesia dengan jumlah sampel sebanyak 238 responden. Teknik analisis yang digunakan dalam uji hipotesis adalahStructural Equation Model (SEM). Hasil penelitian secaraverifiktif ditemukan bahwa arah hubungan LOHAS denganConsumer Behavior adalah positif dengan total pengaruhsebesar 72,7%, dan arah hubungan Consumer Behavior dengan Responsible Consumer adalah positif dengan total pengaruh sebesar 82,2%. Secara parsial, hanya variabelspiritual health yang tidak berpengaruh signifikan terhadapperubahan consumer behavior. Kemudian, hasil perolehanperhitungan efek mediasi menunjukkan hanya variabelspiritual health tidak mampu dimediasi oleh consumer behavior. Sehingga, disimpulkan bahwa determinan LOHAS yang berpengaruh terhadap responsible consumer melaluivariabel consumer behavior adalah Physical Fitness, Mental Health, Emotional Health, Environmentalism, dan Social Consciousness.
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