Adisari, Alfigo (2026) Pengaruh Enviromental Concern dan Green Packaging Perception terhadap Willingness To Pay Konsumen Produk FMCG dengan Mediasi Green Skepticism dan Moderasi Brand Trust. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The fast-moving consumer goods (FMCG) industry faces the “attitude-behavior gap” phenomenon, in which consumers’ concern for environmental issues and positive perceptions of green packaging do not always translate into a higher willingness to pay. This study aims to examine the mediating role of green skepticism in the relationship between environmental concern and perceptions of green packaging on willingness to pay, the direct effect of green skepticism on willingness to pay, and the moderating role of brand trust in the relationship between green skepticism and willingness to pay among FMCG consumers. This study uses primary data obtained from a questionnaire administered to 176 environmentally conscious FMCG consumers in Indonesia who had been exposed to information about eco-friendly packaging, selected using purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS 4.0. Based on the test results, it can be concluded that: (1) environmental concern and perceptions of green packaging do not have a significant effect on willingness to pay through green skepticism; (2) green skepticism does not have a direct effect on willingness to pay; (3) brand trust was found to significantly moderate the effect of green skepticism on willingness to pay. Keywords: Environmental Concern, Green Packaging Perception, Green Skepticism, Willingness to Pay, Brand Trust
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Alfigo Adisari | ||||||||
| Date Deposited: | 26 Aug 2026 05:41 | ||||||||
| Last Modified: | 26 Aug 2026 05:41 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/58857 |
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