THE INFLUENCE OF ATTITUDE, SUBJECTIVE NORM AND PERCEIVED BEHAVIORAL CONTROL ON GREEN PURCHASE BEHAVIOR (CASE STUDY OF ORGANIC VEGETABLE CONSUMERS IN WEST JAVA)

• Main Author: Selma Agnia Elfath, Amadea
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/70179
• Institution: Institut Teknologi Bandung

Environmental conditions that are increasingly concerning is one of the factors that trigger the green marketing trend and it’s implication in organic farming systems. These increasing trends must be balanced with an understanding of consumer buying interest for organic products so that marketers can find out consumer preferences and the factors that influence the purchase intention of green products so as to form targeted marketing. Analysis of consumer behavior and motivation in purchasing organic vegetable products is carried out using the Theory of Planned Behavior (TPB) which consists of aspects that determine attitudes, subjective norms, and perceived behavioral control. The purpose of this research was to determine attitudes, subjective norms, perceived behavioral control, green purchase intentin in the consumption of organic vegetables; analyze the influence of attitudes, subjective norms, and perceived behavioral control in the purchasing behavior of green organic vegetable products by consumers in West Java; and determine the right marketing strategy for organic vegetable products for consumers in West Java. The number of respondents in this study were 150 respondents. Data were collected through questionnaires and processed using SPSS software with Path Analysis hypothesis testing. The results showed that attitudes, that refer to consumer perceptions; subjective norms, that refer to consumers' desires or positive perceptions of purchasing organic vegetables formed from the people around them; and perceived behavioral control, which refers to the ease felt by consumers in purchasing organic vegetables, has an influence on the consumption behavior of organic vegetables and buying behavior of organic vegetables, either directly or through mediating the intention to buy green vegetables. The implementation of the organic vegetable marketing strategy, especially for West Java consumers, refers to 4 aspects of the marketing mix, including conducting product quality control so that product quality remains in good condition, packaging products in environmentally friendly packaging, determining the most optimal price and in accordance with product quality and target markets, providing product delivery services and online purchases, as well as conducting promotions through emphasizing information related to the positive impact of consuming vegetables on health, the environment, and the people around them.