Intensi Pembelian Produk Ramah Lingkungan Berdasar Theory of Planned Behaviour

Authors

  • Bernadetta Diansepti Maharani Universitas Sarjanawiyata Tamansiswa Yogyakarta
  • Lusia Tria Hatmanti Hutami Universitas Sarjanawiyata Tamansiswa Yogyakarta
  • Kadek Isna Universitas Sarjanawiyata Tamansiswa Yogyakarta

DOI:

https://doi.org/10.26905/jmdk.v9i2.6152

Keywords:

Attitude, Environmental Concern, Subjective Norm, Perceived Behavioral Control, Purchasing Intention

Abstract

This study explains one of the phenomena in Marketing Management, namely the purchasing intention of green products in generation Z. This study uses a modification of the theory development of Theory of Planned Behavior. The purpose of this study was to analyze the effect of attitudes, subjective norms, perceived behavioral control and environmental concern on the purchasing intention of green products in generation Z. The research method used Smart PLS. This study uses a purposive convenience sampling method on 150 college students and students in Yogyakarta who were born between 1995-2012 and know about green products. The research findings indicate that attitudes, subjective norms, perceived behavioral control and environmental concern positively effect on the purchasing intention of green products in generation Z.

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Published

2021-12-30

Issue

Vol. 9 No. 2 (2021): December 2021

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