PENGEMBANGAN THEORY OF PLANNED BEHAVIOR PADA KEPUTUSAN PEMBELIAN GREEN PRODUCT

  • Masfiatun Nikmah Fakultas Ekonomi dan Bisnis, Universitas Airlangga, Surabaya, Indonesia
  • Sri Hartini Fakultas Ekonomi dan Bisnis, Universitas Airlangga, Surabaya, Indonesia

Abstract

Purpose- This study aims to develop Theory of planned behavior. In this study added the variable Perceive Value (Gren value and Functional value) on the proposed model. Design/methodology/approach- this study was conducted with a survey of male consumers who use skincare. 200 samples were taken by purposive sampling. The analysis technique used is SEM smart PLS. Findings- The results of this study, of the 6 hypotheses were accepted 5 hypotheses and 1 hypothesis was rejected. This result shows that the green value and functional value have a significant positive effect on attitude toward green products. Likewise with Functional Value. This variable has a significant positive effect on the intention to purchase green products. Perceive behavior control does not moderate the relationship between attitude toward green products and intention to purchase green products. Keywords: green value, functional value, Attitude, purchase intention, Behaviour control

Downloads

Download data is not yet available.
Published
2020-06-14
How to Cite
Nikmah, M., & Hartini, S. (2020). PENGEMBANGAN THEORY OF PLANNED BEHAVIOR PADA KEPUTUSAN PEMBELIAN GREEN PRODUCT. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 5(2), 85 - 96. Retrieved from http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/327
Section
Articles