Masfiatun Nikmah and Sri Hartini (2020) Pengembangan Theory of Planned Bahavior Pada Keputusan Pembelian Green Product. Jurnal Riset Manajemen dan Bisnis, 5 (2). pp. 85-96. ISSN 2527-7502, eISSN: 2581-2165;

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Abstract

urpose- This study aims to develop Theory of planned behavior. In this study added the variable Perceive Value (Gren value and Functional value) on the proposed model. Design/methodology/approach- this study was conducted with a survey of male consumers who use skincare. 200 samples were taken by purposive sampling. The analysis technique used is SEM smart PLS. Findings- The results of this study, of the 6 hypotheses were accepted 5 hypotheses and 1 hypothesis was rejected. This result shows that the green value and functional value have a significant positive effect on attitude toward green products. Likewise with Functional Value. This variable has a significant positive effect on the intention to purchase green products. Perceive behavior control does not moderate the relationship between attitude toward green products and intention to purchase green products.

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