Aplikasi teori perilaku yang direncanakan untuk memprediksi niat beli konsumen: studi empiris pada produk hijau
Daftar Isi:
- Environmentally friendly behavior among consumers has increased. This condition prompted many companies to implement green marketing strategies. A broad market opportunity makes many companies become more frequent dealt with marketing strategies rather consumer behavior. Without in-depth understanding of consumer behavior for this product category, it is difficult to devise effective marketing strategies. The importance of understanding consumer behavior can be studied through Theory of Planned Behavior (TPB). The purpose of this study was using the Theory of Planned Behavior (TPB) to examine the effects of consumer values and past experiences on consumer purchase intention of green personal care products, this study aims to consider further the moderating effect of perceived behavioral control on the attitude-intention relationship. This study replicates previous research model developed by Kim and Chung (2011). Data was collected by distributing questionnaires to the respondents by applying purposive sampling technique. Respondents in this study were females at ages 18 years or older ever use The Body Shop body lotion. The data then were analyzed using Multiple Regression analysis and Hierarchical Multiple Regression Analysis to draw conclusions. This study also provides theoretical and practical implications as well as suggestions for further research