Rismana, Salsabila (2024) DETERMINANTS OF INTENTION TO PURCHASE ECOLOGICALLY FRIENDLY PRODUCTS ACCORDING TO THE THEORY PLANNED OF BEHAVIOR (Study On Students of University of Darussalam Gontor). S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

The purpose of this research is to analyze the influence of attitudes, subjective norms, and perceived behavioral control with seven intrinsic factors that support the three variables, namely attractiveness, belief, parental support, peer support, family cultural background, self-desire, and self-confidence on students' intention in purchasing ecologically friendly products. The research method used is a quantitative method with data collection techniques using a questionnaire that contains a 5-point Likert scale. The research sample consists of 74 students from Universitas Darussalam Gontor Mantingan Campus 2, determined using the Slovin formula. The data processing technique in this study was carried out using E-Views 12 software and analyzed using multiple linear regression techniques. The results of this study indicate that based on the analysis of the Theory of Planned Behavior (TPB) regarding students' intention in purchasing ecologically friendly products, there is a significant simultaneous effect. Partially, the six intrinsic factors affecting the intention in purchasing ecologically friendly products, namely attractiveness and belief derived from the variable of attitude, do not significantly influence the intention in purchasing ecologically friendly products. Parental support, peer support, and family cultural background derived from the variable of subjective norms do not significantly influence the intention in purchasing ecologically friendly products. Self-desire derived from the variable of perceived behavioral control does not significantly influence the intention in purchasing ecologically friendly products. On the other hand, only self-confidence as an intrinsic factor of perceived behavioral control significantly influences the intention in purchasing ecologically friendly products. The implication of this research is that researchers, entrepreneurs, and others can design more attractive and effective strategies and policies to attract consumers to choose sustainable products and support environmental preservation, as well as encourage multidisciplinary collaboration between the fields of economics, environment, technology, and sociology to create innovative solutions in addressing environmental issues.

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