ATTITUDE TOWARD BEHAVIOR, SUBJECTIVE NORM, PERCEIVED BEHAVIORAL CONTROL, DAN GREEN TRUST SEBAGAI PREDIKTOR DARI GREEN PURCHASE INTENTION PADA GENERASI Z

Sarah Christina(1*), Rosatyani Puspita Adiati(2),

(1) Universitas Airlangga
(2) Universitas Airlangga
(*) Corresponding Author




DOI: https://doi.org/10.26858/jtm.v3i2.53383

Abstract


Penelitian ini bertujuan untuk menguji secara empiris peran attitude toward behavior, subjective norm, perceived behavioral control, dan green trust sebagai prediktor dari green purchase intention pada generasi Z. Penelitian ini dilakukan pada 236 orang yang merupakan bagian dari generasi Z,  yaitu mereka yang berusia 13-27 tahun. Alat ukur pada penelitian ini berupa skala psikologis yang ditranslasi ke bahasa Indonesia oleh peneliti, yaitu skala attitude toward behavior (α = 0,806), skala subjective norm (α = 0,852), skala perceived behavioral control (α = 0,807), skala green trust (α = 0,870), dan skala green purchase intention (α = 0,782). Analisis data yang digunakan adalah teknik regresi linear berganda.  Hasil penelitian menunjukkan bahwa variabel perceived behavioral control (b = 0,345, β = 0,372, p < 0,001) dan variabel green trust (b = 0,279, β = 0,312, p < 0,001) mampu memprediksi green purchase intention pada generasi Z. Variabel attitude toward behavior behavior (b = 0,162, β = 0,09, p = 0,143) dan variabel subjective norm (b = 0,07, β = 0,078, p = 0,179) belum mampu memprediksi green purchase intention pada generasi Z.

 


Keywords


Theory of Planned Behavior; Green Trust; Green Purchase Intention; Generation Z

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