Pengembangan Theory of Planned Bahavior Pada Keputusan Pembelian Green Product

• Main Authors: Masfiatun Nikmah, Sri Hartini
• Format: Article PeerReviewed
• Language: Indonesian; Indonesian
• Published: Fakultas Ekonomi Universitas Islam Attahiriyah 2020
• Subjects: H Social Sciences; HD5701-6000.9 Labor market. Labor supply. Labor demand; HF5410-5417.5 Marketing. Distribution of products
• Online Access: http://repository.unair.ac.id/105865/1/Sri%20Hartini_Karil%2023_Pengembangan%20Theory%20of.pdf; http://repository.unair.ac.id/105865/2/Sri%20Hartini_Peer%20Review%20023.pdf; http://repository.unair.ac.id/105865/; http://jrmb.ejournal-feuniat.net/index.php/JRMB/article/view/327
• Institution: Universitas Airlangga

urpose- 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.