MODEL GREEN PURCHASE BEHAVIOR BERBASIS THEORY OF PLANNED BEHAVIOR (TPB)

Abstract

Environmental issues for the better future make the community more aware of the importance of
preserving the environment and adopt a healthy lifestyle characterized by the preference of fulfilling its
needs through the purchase of green products (environmentally friendly). This study aims to identify the
characteristics and perceptions of buyers, develop models and analyze the application of Theory of
Planned Behavior that includes environmental knowledge, attitude, subjective norm, behavioral control,
behavioral intention, and green purchase behavior in shaping the behavior of purchasing
environmentally friendly products. The analysis tool used is SEM. The results showed that the
characteristics of buyers who have an awareness of buying environmentally friendly products are men,
ages 18-29 years, unmarried, not yet have children, income Rp. 2.500.000, - to Rp. 5,000,000, -, and the
employment of private employees. Good buyers' perceptions of environmentally friendly products. Green
Purchase Behavior model is formed with environmental knowledge, subjective norm, and behavioral
control variable significantly and positively influence toward behavioral intention. While behavioral
intention has a significant and positive effect on actual behavior. While behavioral control significantly
influence but has a negative relationship to the actual behavior