PENGARUH SIKAP, NORMA SUBJEKTIF, PERSEPSI KONTROL PERILAKU, DAN LINGKUNGAN SOSIAL TERHADAP GREEN CONSUMER BEHAVIOR

Moh. Nur Khabib Khasan, NIM.: 21208012006 (2024) PENGARUH SIKAP, NORMA SUBJEKTIF, PERSEPSI KONTROL PERILAKU, DAN LINGKUNGAN SOSIAL TERHADAP GREEN CONSUMER BEHAVIOR. Masters thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Green consumer behavior is a consumer behavior in demonstrating environment friendly attitudes. This research intends to examine the influence of attitudes, subjective norms, perceived behavioral control, and social environment on green consumer behavior. This research uses a quantitative approach using primary data. Data was obtained through distributing questionnaires to students in DIY Province, with a sample size of 160 people. Multiple linear regression analysis was used to analyze the data using SPSS 25 software. The results of this research show the influence of subjective norm variables and the social environment on green consumer behavior. Meanwhile, the attitude and perceived behavioral control variables have no effect on green consumer behavior

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