Nuril Huda, Siti Aliyati Al bushairi


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.


Keywords: green purchase behavior, Theory of Planned Behavior, Environmental Knowledge


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