Purchase Intention Towards Green Product (An Application of Theory of Planned Behaviour on Purchasing Organic Vegetable and Fruit Products in Surakarta )

Humaira, L'aisya Layyun and , Soepatini, SE, Msi, Ph.D. (2018) Purchase Intention Towards Green Product (An Application of Theory of Planned Behaviour on Purchasing Organic Vegetable and Fruit Products in Surakarta ). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Though the intention for purchasing green product especially in Surakarta is not yet clearly understood, the purpose of this research is to analysis the purchase intention towards green product by using Theory of Planned Behavior on purchasing organic vegetables and fruits in Surakarta. This study employed a quantitative research to test the relationship between attitude, subjective norm and perceived behavioural control towards the intention of purchasing green products. Using a 13-item questionnaire and purposive sampling method, the data were collected from 105 citizens in Surakarta. The data were analysed using multiple linear regression test. T-test was used to test the proposed hypothesis. The results show that attitude demonstrates insignificant effect on purchase intention. The results also witness that subjective norm and perceived behavioural control have a significant effect on purchase intention.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	Consumer Behavior, Purchase Intention, Theory of Planned Behavior
Subjects:	H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	L'AISYA LAYYUN HUMAIRA
Date Deposited:	13 Aug 2018 04:33
Last Modified:	13 Aug 2018 04:33
URI:	http://eprints.ums.ac.id/id/eprint/65887

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