Environmental, Social, and Governance (ESG) dalam Membentuk Willingness to Pay 16 34
DOI:
https://doi.org/10.26623/slsi.v24i3.15600Abstract
Kesadaran konsumen terhadap keberlanjutan yang kian tumbuh membuat praktik Environmental, Social, and Governance (ESG) menjadi pertimbangan penting dalam membentuk kesediaan membayar (willingness to pay) suatu produk, termasuk di industri kedai kopi modern Indonesia yang berkembang pesat. Kajian mengenai pengaruh ketiga dimensi ESG terhadap willingness to pay masih relatif sedikit dan hasilnya belum seragam, khususnya pada dimensi governance. Studi ini bertujuan mengkaji pengaruh dimensi environmental, social, dan governance terhadap willingness to pay pada konsumen Kopi Fore, dengan memadukan Importance Performance Map Analysis (IPMA) dan Necessary Condition Analysis (NCA) untuk menghasilkan prioritas manajerial yang lebih komprehensif. Pendekatan yang dipakai bersifat kuantitatif melalui teknik purposive sampling; data diolah dengan Structural Equation Modeling Partial Least Squares (SEM-PLS) yang dilengkapi IPMA dan NCA. Hasilnya menunjukkan ketiga dimensi ESG berpengaruh positif dan signifikan terhadap willingness to pay, dengan model mampu menjelaskan 50,4% variasinya. Dimensi social tercatat paling berpengaruh dan menjadi prioritas utama dilihat dari tingkat kepentingan dan kinerjanya, sedangkan governance justru berkinerja paling rendah sehingga perlu perhatian lebih. NCA turut mengonfirmasi ketiga dimensi ESG sebagai syarat minimum (necessary conditions) bagi tercapainya willingness to pay tertentu, dengan social sebagai penentu utama. Temuan ini mengarahkan perusahaan agar memprioritaskan penguatan program sosial tanpa melupakan perbaikan berkelanjutan pada aspek lingkungan dan tata kelola.
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