Antara Niat Beli Produk Ramah Lingkungan dan Tiori TPB: Sebuah Pendekatan Scoping Review

Maulizar Maulizar, Elvina Elvina, Nursyidah Nursyidah

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Penelitian ini bertujuan untuk menelaah literatur terkait niat beli produk ramah lingkungan dengan kerangka Theory of Planned Behavior (TPB), sekaligus mengidentifikasi faktor-faktor kunci yang memengaruhi perilaku konsumen dalam konteks konsumsi berkelanjutan. Kajian dilakukan menggunakan metode scoping review dengan basis data Scopus pada periode 1999–2025. Proses pencarian awal menghasilkan 40.821 artikel yang secara bertahap difilter berdasarkan kata kunci, tahun publikasi, area penelitian, dan jenis dokumen, hingga diperoleh 10 artikel inti yang relevan. Untuk memperkuat analisis, ditambahkan 5 penelitian terbaru (1999–2025) yang mendukung perluasan kerangka TPB. Hasil sintesis menunjukkan lima faktor utama yang saling terhubung dalam membentuk niat beli produk ramah lingkungan: (1) sikap konsumen, (2) norma subjektif, (3) kontrol perilaku yang dirasakan, (4) harga dan persepsi nilai, serta (5) kepercayaan terhadap label dan klaim hijau. Sikap positif terbukti penting, namun belum otomatis menghasilkan perilaku aktual tanpa dukungan norma sosial dan persepsi kendali. Faktor harga muncul sebagai hambatan sekaligus peluang, sedangkan kepercayaan terhadap label ramah lingkungan menjadi penentu penting di tengah fenomena greenwashing. Temuan ini menegaskan perlunya strategi yang menekankan edukasi konsumen, transparansi klaim hijau, serta penyesuaian harga agar nilai yang dirasakan konsumen sepadan. Bagi akademisi, hasil kajian ini menunjukkan perlunya perluasan TPB dengan variabel tambahan seperti kesadaran lingkungan, pengetahuan, dan identitas hijau. Sementara itu, bagi pembuat kebijakan dan praktisi bisnis, temuan ini dapat digunakan untuk merancang intervensi yang lebih efektif dalam mendorong perilaku konsumsi ramah lingkungan. Kata kunci: scoping review, niat beli, produk ramah lingkungan, Theory of Planned Behavior (TPB)

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