Perluasan Theory of Planned Behavior dalam Penelitian Perilaku Hijau Expansion of Theory of Planned Behavior in Green Behavior Research

Muh. Khoiruman(1*) , Mugi Harsono(2)


(1) Universitas Dharma Aub Surakarta
(2) Universitas Sebelas Maret
(*) Corresponding Author

Abstract


Tulisan ini menggunakan pendekatan studi literatur (literature review) untuk menelaah tentang penelitian-penelitian green behavior yang mendasarkan pada Theory of planned Behavior dan terdapat pengembangan konstruk (construct extended) untuk lebih mendalami perilaku konsumen hijau sesuai dengan kondisi internal maupun eksternal konsumen. Posisi construct extended dalam penelitian yang ditelaah bisa sebagai konstruk tambahan yang melengkapi konstruk green attitude, subjective norm, dan perceived behavior control (PBC),yang akan mempengaruhi green intention dan green purchase behavior, dibeberapa penelitian  poisisi construct extended adalah secara langusng mempengaruhi konstruk utama TPB atau sebagai moderator yang memoderasi hubungan antar konstruk dalam TPB atau sebagai moderator yang menguatkan atau melemahkan hubungan antar konstruk dalam TPB


Keywords


green behavior, Theory of planned Behavior

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References


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DOI: https://doi.org/10.36587/probank.v8i1.1448

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