Wijaya, Agung and Wulandari, Jeni and Nugeraha, Prasetya (2020) KAJIAN TENTANG KEPUTUSAN PEMBELIAN PRODUK RAMAH LINGKUNGAN DALAM PERSPEKTIF THEORY OF PLANNED BEHAVIOR. Jurnal Sosial Humaniora, 11 (2). pp. 141-151. ISSN p-ISSN 2087-4928 e-ISSN 2550-0236

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Abstract

This study examines purchasing decisions of green products, viewed from the aspect of consumer preferences and perceptions in the perspective of Theory of Planned Behavior (Ajzen, 1991). A quantitative approach was applied, using a questionnaire to 100 respondents. Data were analyzed using multiple linear regression analysis. The results of the study show that simultaneously, consumer preferences and perceptions influence purchasing decisions. However, partially, there is no influence of preference on purchasing decisions of green products. This study provides support for further expansion of the theory of planned behavior in the context of enviromental consumerism, as well as practical support for producers, marketers, and public policy makers in encouraging ecosystems of responsible consumption and do not harm the environment.

Item Type:	Article
Uncontrolled Keywords:	Purchasing Decision, teory of Planned Behavior, Preferences, Perceptions, Green Products.
Subjects:	H Social Sciences > HF Commerce
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik (FISIP) > Prodi Administrasi Bisnis
Depositing User:	Dr. Jeni Wulandari
Date Deposited:	23 Nov 2020 05:42
Last Modified:	23 Nov 2020 05:42
URI:	http://repository.lppm.unila.ac.id/id/eprint/26676

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