The Impact Attitudes towards Green Products, Perceived Behavioral Control, and Environmental Concern on Green Purchase
The aim of this work is to identify the factors able to influence green purchasing. Usually using random sampling methods, quantitative research designs in the form of questionnaire distribution and evaluation of specific populations or samples may be accomplished with quantitative data analysis. The population of this research consists of respondents, or those who know about customers who have previously transacted in Batam for environmentally friendly items. The research aimed at 400 respondents in total. Except for a few that did not demonstrate a significant impact, the findings revealed that most of the hypotheses examined had a notable beneficial effect. Attitudes towards Green Products -> Green Purchase Behavior, Perceived Behavioral Control -> Green Purchase Behavior, and Environmental Concern -> Green Purchase Behavior all of which indicate that positive attitudes towards green products, subjective norms, perceived behavioral control, and environmental concern have a significant effect on green purchasing behavior. Subjective Norm -> Green Purchase Intention, Perceived Behavioral Control -> Green Purchase Intention, and Product Innovation -> Green Purchase Intention, so indicating that subjective norm, perceived behavioral control, and product innovation have a favorable impact on green product purchase intention.; So, purchasing intention does not operate as a mediator between attitude toward green products and green purchase behavior. Although environmental concern and product innovation may not always have a direct influence as predicted, generally these results imply that psychological and social factors play a crucial role in defining green product buying behavior and intention.