Pengaruh Sikap, Norma dan Kontrol Perilaku terhadap Konsumsi Berkelanjutan Generasi Muda
DOI:
https://doi.org/10.31603/conference.14520Keywords:
Sikap, Norma subyektif, kontrol perilaku yang dirasakan, niat berperilaku, perilaku konsumsi berkelanjutanAbstract
Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh Sikap, Norma dan Kontrol Perilaku terhadap Konsumsi Berkelanjutan Generasi Muda. Model yang digunakan sebagai grand theory penelitian ini adalah model Theory of Planned Behavior (TPB). Responden penelitian ini adalah generasi Z di Daerah Istimewa Yogyakarta. Pendekatan penelitian ini adalah kuantitatif. Desain penelitian ini dilakukan dengan pengambilan sampel nonprobability sampling dengan teknik pengambilan sampel menggunakan purposive sampling. Dalam penelitian ini sampel yang digunakan sebanyak 90 responden. Analisis data dilakukan menggunakan bantuan Structural Equation Modelling (SEM) menggunakan SmartPLS 3. Penelitian ini menguji variabel-variabel Attitude/ATT, Subjective Norms/SJN, Perceived Behavioral Control /PBC, Intention Behavior/ITB dan Sustainable Consumption Behavior/SCB. Analisis dilakukan dengan tiga tahapan yaitu pertama tahap pengujian outer model, kedua tahap pengujian goodness of fit (GoF) dan ketiga adalah tahap pengujian inner model. Hasil penelitian menunjukkan bahwa variabel Attitude (ATT) Subjective Norms (SJN) dan, Perceived Behavioral Control (PBC) berpengaruh positif dan signifikan terhadap variabel Intention Behavior (ITB). Selanjutnya variabel Intention Behavior (ITB) memiliki pengaruh positif dan signifikan terhadap variabel Sustainable Consumption Behavior (SCB).
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