Purchase intention produk ramah lingkungan: Pendekatan theory of planned behavior
DOI:
https://doi.org/10.53088/jmdb.v5i2.1367Keywords:
Attitude, Subjective Norm, Perceived Behavioral Control, Purchase IntentionAbstract
This study analyzes the influence of attitude, subjective norm, and perceived behavioral control on purchase intention for environmentally friendly products. The sample consisted of 100 active students from Widya Mandala Catholic University Surabaya, Madiun Campus, collected using Google Forms with purposive sampling. Data analysis was conducted using multiple linear regression. The results indicate that attitude, subjective norm, and perceived behavioral control significantly influence the purchase intention of environmentally friendly products. Positive attitude, social support from the environment, and high self-control contribute to increasing consumers' purchase intention. These findings confirm that the stronger these three factors are, the higher consumers' intention to purchase environmentally friendly products, consistent with the Theory of Planned Behavior framework.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Decision Processes, 50, 179–211.
Ajzen, I. (2005). Attitudes, Personality, And Behavior 2nd ed. In Medical Teacher. Open University Press/McGraw-Hill.
Ajzen, I. (2012). The Theory of Planned Behavior. In Handbook of Theories of Social Psychology: Volume 1 (Vol. 1, Issue July, pp. 438–459). Sage Publications. https://doi.org/10.4135/9781446249215.n22
Ariestonandri, P. (2006). Marketing Research for Beginer. Andi Offset.
Armitage, C. J., & Conner, M. (2010). Efficacy of the Theory of Planned Behaviour : A Meta-Analytic Review. The British Psychological Society, 1(1), 471–499.
Ateke, B. W., & Didia, J. U. D. (2018). Consumer Knowledge and Purchase Intention of Healthcare Product Consumers in Rivers State. International Journal of Business & Law Research, 6(1), 1–7.
Chan, R. Y. K. (2001). Determinants of Chinese Consumers ’ Green Purchase Determinants of Chinese Consumers ’ Green Purchase Behavior. Psychology & Marketing, 18(4), 389–413.
Diva, M. A., & Pranatasari, F. D. (2023). Analisis Social Media Marketing, Knowledge Dan Attitude Pada Niat Konsumen Untuk Membeli Sustainable Products. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 7(3), 1433–1451. https://doi.org/10.31955/mea.v7i3.3546
Durif, F., Caroline, B., & Julien, C. (2010). In Search of a Green Product Definition. Innovative Marketing, 6(1), 25–33.
Engel, J. ., Blackwell, R. ., & P.W, M. (1993). Consumer Behavior (7th ed). The Dryden Press.
Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Addison-Wishley.
Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 Edisi 10. Badan Penerbit Universitas Diponegoro.
Han, H., Hsu, L. T. (Jane), & Sheu, C. (2010). Application of the Theory of Planned Behavior to green hotel choice: Testing the Effect of Environmental Friendly Activities. Tourism Management, 31(3), 325–334. https://doi.org/10.1016/j.tourman.2009.03.013
Hasan, H. N., & Suciarto, S. (2020). The Influence of Attitude, Subjective Norm and Perceived Behavioral Control towards Organic Food Purchase Intention. Journal of Management and Business Environment (JMBE), 1(2), 132. https://doi.org/10.24167/jmbe.v1i2.2260
Hsu, C. L., Chang, C. Y., & Yansritakul, C. (2017). Exploring Purchase Intention of Green Skincare Products Using the Theory of Planned Behavior: Testing The mModerating Effects of Country of Origin and Price Sensitivity. Journal of Retailing and Consumer Services, 34(October 2016), 145–152. https://doi.org/10.1016/j.jretconser.2016.10.006
Ikhsan, M., Salim, M., & Hayu, R. S. (2023). Niat Membeli Green Product Pada Generasi Millenial Di Indonesia. Creative Research Management Journal, 6(2), 139–156. https://doi.org/10.32663/hvgdcd94
Jogiyanto, H. M. (2007). Sistem Informasi Keperilakuan. Andi Offset.
Kinnear, T. C., & Taylor, J. R. (2012). Marketing research: An applied approach (7th ed.). McGraw-Hill.
Kotler, P. (2005). Marketing management (11th ed.). Pearson Prentice Hall.
Kotler, P., & Keller, K. L. (2016). Marketing Management. 15th Edition (15th ed.). Pearson Education Limited.
Laily, F. . (2022). Penegakan Hukum Lingkungan Sebagai Upaya Mengatasi Permasalahan Lingkungan Hidup di Indonesia. Wacana Paramarta: Jurnal Ilmu Hukum, 21(2), 17–26.
Maharani, B. D., Hutami, L. T. H., & Isna, K. (2021). Intensi Pembelian Produk Ramah Lingkungan Berdasar Theory of Planned Behaviour. Jurnal Manajemen Dan Kewirausahaan, 9(2), 182–190. https://doi.org/10.26905/jmdk.v9i2.6152
Moon, J. (2008). Subjective Norm: The Social Pressure Influencing Behavioral Intention. Subjective Norm: The Social Pressure Influencing Behavioral Intention. Journal of Social Behavior, 15(2), 123–135.
Paul, J., Modi, A., & Patel, J. (2016). Predicting Green Product Consumption Using Theory of Planned Behavior and Reasoned Action. Journal of Retailing and Consumer Services, 29, 123–134. https://doi.org/10.1016/j.jretconser.2015.11.006
Ratnaningsih, Y. R., & Saptono, E. (2020). Faktor-Faktor yang Mempengaruhi Niat Pembelian Produk Hankuspi: Studi UMKM Wirausaha Wanita di Bekasi. Jurnal Bisnis Dan Ekonomi, 27(1), 23–32.
Schiffman, L. G., & Kanuk, L, K. (2007). Consumer Behavior. Pearson Prentice Hall.
Schiffman, L. G., & Kanuk, L. K. (2008). Perilaku Konsumen. Edisi 7 (7TH ed.). Indeks.
Shafiq, R., Raza, I., & Zia-ur-Rehman, M. (2011). Analysis of The Factors Affecting Customers’ Purchase Tntention: The Mediating Role of Perceived Value. African Journal of Business Management, 5(26), 8041–8049. https://doi.org/10.5897/ajbm10.1088
Susanti, C. E., Suwito, Y. B., Prabawati, W., & Handayani, P. (2024). Environmental Ethics Theory and Green Consumer Theory in Laudato Si ’ ( Literature Review ). Kurdish Study, 12(1), 4762–4787.
Susanti, C. E., Suwito, Y. B., Tresyanto, C. A., Handayani, W. P. P., & Octavia, C. D. (2023). The Influence of Laudato Si’ Cognition on the Interest in Green Consumer Behavior: a Review of Ethics and Green Marketing in the Theory of Planned Behavior (Case Study on Aptik Students in Indonesia). International Journal of Applied Sciences & Development, 2, 212–226. https://doi.org/10.37394/232029.2023.2.23
Vilaningrum, M. A. D. (2024). Niat Beli Produk Hijau Dan Faktor-Faktor Yang Mempengaruhinya Di Indonesia. Modus, 36(1), 94–113. https://doi.org/10.24002/modus.v36i1.8462
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Cecilia Dwi Octavia, Wahyu Prabawati Putri Handayani
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
The author(s) retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a CC BY-SA 4.0 license that allows others to remix, adapt, and build upon the work even for commercial purposes, as long as they credit the author(s) and license their new creations under the identical terms.
License details: https://creativecommons.org/licenses/by-sa/4.0/
