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All Journal International Journal Of Science, Technology & Management (IJSTM)
Yuni Syah Putri
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Aerospace Engineering Agriculture, Biological Sciences & Forestry Automotive Engineering Biochemistry, Genetics & Molecular Biology Chemical Engineering, Chemistry & Bioengineering Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Education Electrical & Electronics Engineering Energy Engineering Industrial & Manufacturing Engineering Mechanical Engineering Transportation

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Green Buying Behavior Using Theory of TPB in Online Shop in Medan City Eka Dewi Setia Tarigan; Yuni Syah Putri; Hesti Sabrina
International Journal of Science, Technology & Management Vol. 2 No. 3 (2021): May 2021
Publisher : International Journal of Science, Technology & Management

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46729/ijstm.v2i3.223

Abstract

Awareness of environmental responsibility in order to build a sustainable business makes marketers realize the importance of nurturing green consumers. The community now realizes the importance of green purchasing behavior in order to realize responsible behavior to preserve the environment. In this new normal era, people also purchase green products online. The research uses the TPB (Theory of Planned Behavior) theory proposed by Ajzen. This study discusses how the behavior of green online shop consumers in Medan city. The variables in this study are green consumer behavior. variable attitude, subjective norm and perceived behavior control. In the new normal era, the questionnaire was distributed and answered via google form to 100 respondents. From the processing of multiple linear regression analysis, it was found that the variable attitude and subjective norm had a positive and significant effect on green consumer behavior, and the variable perceived behavior control had no effect on green consumer behavior on online shops in Medan.
Co-Authors Eka Dewi Setia Tarigan Hesti Sabrina