Intensitas Informasi dalam Pembentukan Sikap Konsumen Produk Ramah Lingkungan
DOI:
https://doi.org/10.37385/msej.v4i3.1852Keywords:
Theory of Planned Behavior, SEM, produk ramah lingkunganAbstract
Tujuan dari penelitian ini adalah untuk menguji kehandalan Theory of Planned Behavior dalam menjelaskan perilaku mahasiswa terkait dengan konsumsi komoditas ramah lingkungan. Variabel yang dipertimbangkan dalam penelitian ini adalah: purchase behavior, purchase intention, attitude, subjective norm, dan perceived behavioral control. Metode analisis yang digunakan adalah structural equation modeling berbasis kovarian (Covarianced Based SEM). CB-SEM adalah pendekatan konfirmasi yang memiliki fokus pada hubungan yang ditetapkan secara teoritis (Theoritical Driven) dan bertujuan untuk meminimalkan perbedaan antara matriks kovarians yang diimplikasikan dan matriks kovarians sampel. Dalam penelitian ini digunakan responden sebanyak 328 mahasiswa FEB Unisbank baik program studi D3, S1 maupun S2. Hasil penelitian ini memberikan kesimpulan umum bahwa Theory of Planned Behavior terbukti handal untuk menjelaskan perilaku konsumen komoditas ramah lingkungan. Kesimpulan lain yang menarik adalah model covarianced based SEM mampu mengidentifikasi lemahnya bentukan sikap perilaku responden tentang isu ramah lingkungan, khususnya yang berasal dari behavioral belief dan pengalaman empiris (outcome evaluation).
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