Anteseden dari Green Purchase Intentions dan Green Purchase Behavior

Authors

  • Kamiliya Syifa Universitas Trisakti , Indonesia
  • Nihla Rihliani Universitas Trisakti , Indonesia
  • Sekar Kinanthi Universitas Trisakti , Indonesia
  • Arnolt Kristian Pakpahan Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i3.11924

Keywords:

Sikap Pembelian Hijau, Norma Subjektif, Kontrol Perilaku Yang Dirasakan, Niat Beli Hijau, Perilaku Pembelian Hijau

Abstract

Penelitian ini bertujuan menguji dan menganalisis peran Green Purchase Attitude, Subjective Norms, dan Perceived Behavioral Control terhadap Green Purchase Intentions dan Green Purchase Behavior pada kosmetik ramah lingkungan. Sampel yang digunakan dalam penelitian ini berjumlah 224 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil penelitian ini adalah: (1) Green Purchase Attitude berpengaruh positif terhadap Green Purchase Intentions, (2) Subjective Norms tidak berpengaruh positif terhadap Green Purchase Intentions, (3) Perceived Behavioral Control berpengaruh positif terhadap Green Purchase Intentions, (4) Companies Green Communication berpengaruh positif terhadap Green Purchase Intentions, dan (5) Green Purchase Intentions berpengaruh positif terhadap Green Purchase Behavior.

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Published

25-12-2023

How to Cite

Syifa, K., Rihliani, N., Kinanthi, S., & Pakpahan, A. K. (2023). Anteseden dari Green Purchase Intentions dan Green Purchase Behavior. Jurnal Pendidikan Tambusai, 7(3), 30469–30474. https://doi.org/10.31004/jptam.v7i3.11924

Issue

Vol. 7 No. 3 (2023): Desember 2023

Section

Articles of Research

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