PENGARUH NORMA SUBYEKTIF, KONTROL PERILAKU PERSEPSIAN, KESEDIAAN UNTUK MEMBAYAR, DAN KEPEDULIAN LINGKUNGAN TERHADAP NIAT BELI KEMASAN RAMAH LINGKUNGAN YANG DIMEDIASI SIKAP

Sari

This study aims to examine the effect of subjective norms, control of perceived behaviors, willingness to pay, and attitudes in mediating environmental concerns about the intention to buy environmentally friendly packaging. The sample in this study amounted to 193 respondents using probability sampling techniques. Data analysis method uses multiple linear regression test and mediation test using sobel test. This study found that subjective norms, perceived behavioral control, willingness to pay, attitudes and environmental concerns had a significant positive influence on the purchase intention of environmentally friendly packaging, environmental awareness had a significant positive effect on attitudes and the role
of attitudes in mediating environmental concerns also had a significant positive effect.