Analisis Pengaruh Budaya terhadap Niat Pembelian Produk Ramah Lingkungan
Abstract
Penelitian ini bertujuan untuk menguji pengaruh perilaku, norma subjektif, dan perceived behavioral control (PBC) terhadap niat pembelian produk ramah lingkungan (hijau). Selain itu juga diuji pengaruh budaya terhadap ketiga variabel prediktor niat pembelian produk hijau tersebut. Sampel dalam penelitian adalah 212 mahasiswa sebuah PTS di Yogyakarta yang dipilih dengan menggunakan metode teknik purpose sampling. Data dalam penelitian ini dikumpulkan dengan kuesioner. Uji hipotesis dengan menggunakan structural equation modelling (SEM) dengan software statistik AMOS versi 26. Hasil penelitian menunjukkan bahwa perilaku, norma subyektif dan PBC berpengaruh positif dan signifikan terhadap niat pembelian produk hijau. Selain itu, variabel budaya berpengaruh positif terhadap ke tiga variabel prediktor niat pembelian produk hijau.
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